1. The document discusses using social media for extension education, including strategies for writing content, participating in online networks, and evaluating social media use.
2. It provides tips for creating engaging content and establishing an online presence through blogs, videos and social networks.
3. Examples are given of how to integrate social media into outreach through tools like widgets, calendars and discussion boards to increase discoverability and facilitate conversations.
1. Customizing A Path to Using Social Media in Extension Education Karen Jeannette, University of Minnesota-eXtension , [email_address] Anne Mims Adrian, Auburn University-eXtension, [email_address] Eli Sagor, University of Minnesota, [email_address]
2. Video with current statistics of technology related to CES: about.extension.org/why-extension/
3. Which social networks do you participate in? How comfortable are you using social networks? When you read the title of this workshop and decided to attend, what did you hope to learn?
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7. Map your Learning Network http://apps.asterisq.com/mentionmap/#user-aafromaa
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9. Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. < http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 1 Write for the Social Web 2 Participate In Online Networks 3 Use social tools 4 Integrate/ facilitate conversations 5 Evaluate
10. Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. < http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 1 Write for the Social Web
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12. How do they find and share information? W/keywords in mind Social Networks Video (e.g. How-to, About) Gaming Mobile Geo-location
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14. Content Attributes Descriptive Titles Keywords Sub-headings Bulleted Lists Images Video Links Ability to Share Content Carry on Conversation Unique & One-of-a-Kind
15. Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. < http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 2 Participate In Online Networks
21. Updates vs. Conversations High Quality Content Visuals Stories Polls/Games Ask for Feedback Plan, yet be spontaneous Offer opportunities to co-create “ stop being important and start being interesting” – Tara Hunt (@missrogue) “ education is not a lecture” – Dan Toland (@d_toland)
28. Social Network Landscape Customer Communication Brand Exposure Traffic to site SEO Good! Okay! Bad! http://mashable.com/2011/03/11/social-media-marketing-chart/
29. Customer Communication Brand Exposure Traffic to site SEO Great for engaging people who are interested Traffic is decent thanks to share and like, unique visitors low Pages are great for exposure and increasing presence. Little to no value except for blog links http://mashable.com/2009/05/27/facebook-page-vs-group/ http://blog.anneadrian.com/2010/11/facebook-pages-for-organization.html http://mashable.com/2011/03/11/social-media-marketing-chart/
30. Customer Communication Brand Exposure Traffic to site SEO Keyword search to track what people are saying about you Potential large, but promote too heavy and turn followers off Website integration, engage customer in a viral way Value to site is limited. Shorten URLs no value http://mashable.com/2011/03/11/social-media-marketing-chart/
31. Customer Communication Brand Exposure Traffic to site SEO Tagged photos of events can help identify Click through rates are low Participation in related groups might get your photos viewed by others Heavily indexed in search, passing links and page rank, inbound links http://mashable.com/2011/03/11/social-media-marketing-chart/
32. Customer Communication Brand Exposure Traffic to site SEO Video is powerful, powerful channel engaging users, responding to complaints, links Goes to videos, hyperlink in description & channel Powerful branding tools, build your channel, promote via high traffic sites, brand videos Links back to your site increase exposure http://mashable.com/2011/03/11/social-media-marketing-chart/
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34. Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. < http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 4 Integrate/facilitate conversations 5 Evaluate
65. Adapted from Access. Attract. Achieve. John Hagel III, John Seely Brown and Lang Davison. 2010. The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion. Basic Books. < http://blogs.hbr.org/bigshift/2010/04/a-brief-history-of-the-power-o.html > “ Social Media Engagement Potential Building & sustaining relationships at new scales, and new levels 1 Write for the Social Web 2 Participate In Online Networks 3 Use social tools 4 Integrate/ facilitate conversations 5 Evaluate
68. Additional Resources/Presentations (cont’d) Social Media Monitoring http://www.slideshare.net/aafromaa/social-media-monitoring-8280300 Challenges in Evaluating Social Media http://www.slideshare.net/mlambur/2011-ace-netcevaluatingsocialmedia1 Extension Social Media Guide (beginners) collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_in_Extension/ Social media in Cooperative (old list) collaborate.extension.org/wiki/Social_Media_in_Extension Penn State College of Agriculture Social Media Best Practices agsci.psu.edu/communications/updates/2010/03/social-media-strategy-and-best-practices Agrilife Extension Social Media Guide http://agrilifeweb.tamu.edu/us/social/
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Editor's Notes
Framework for thinking about social media strategy steps.
Presentations which expand upon techniques for Writing for the Social Web include: Ensure online relevancy: Integrating Writing for the Web and the Social Web http://www.slideshare.net/agriffin/ensuring-online-relevancy Content Appraisal Process (Webinar recording): http://www.extension.org/learn/event/172
Techniques in this portion are also expanded in the following presentations: Social Media Monitoring http://www.slideshare.net/aafromaa/social-media-monitoring-8280300 Who, When, Why, Where of Learning in Social Networks http://www.slideshare.net/kjjeannette/who-whenwhywherelearning-onlinenetworks
A simple feed/news reader tool, such as Google Reader, can help bring information to you and organize it (into folder) so you can keep up with multiple sources without feeling overwhelmed. Having a news Reader available via a mobile phone can offer a simple way to check out the latest information when you have down time (e.g. waiting inline)
Variety is something we all crave. Updates or broadcast messages do offer value, but integrate other methods of conversation, story telling, games, polls, or pictures to help use rich contexts for learning and help illuminate different ways to arrive at understanding.
Simple opportunities for discussion are great ways to break up the monotony of broadcast messages/updates. They help keep interest in your presence, and engage the learner in simple ways.
There is no rule about whether you should separate your personal/professional accounts, per se, however, one recommendation all could apply is to start participating as yourself so you can understand how people share and communicate within a social network before you represent an entity larger than yourself.
To expand information on evaluation, see this presentation: Challenges in Evaluating Social Media http://www.slideshare.net/mlambur/2011-ace-netcevaluatingsocialmedia1
This slide of the 5 steps is meant to provide a framework of how you can start using social media to help people access and discover your content, attract learning opportunities, and integrate different tools and strategies to add value and to draw out resources (i.e. innovative ideas, new insights, learning partnerships) to both F2F and online social networks. As you can see, you can start in any step, often in small ways. Each step can inform the other step. Applying these steps, you constantly monitor and evaluate what works and doesn’t work, and then go back to readjust your writing for the social web, network ties, social tools, or the ways they are integrated together.