Reaching Audiences Through Social Media
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This document discusses the increasing use of social media and mobile technologies and their potential role for extension outreach. It provides statistics on popular social media platforms and examples of extension programs engaging audiences on YouTube, blogs, Facebook and mobile apps. The document also addresses best practices, challenges and strategies for using these tools, including measuring impact, getting faculty involved, and connecting with younger audiences.
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Reaching Audiences Through Social Media
- 1. Elaine Edwards, News Media and Marketing Coordinator, K-State Research and Extension, elainee@ksu.edu Jon A. Perrott, M.P.A, Program Coordinator, Extension Program Specialist, Texas AgriLife Extension Service, japerrott@ag.tamu.edu Anne Mims Adrian, PhD. Social Media Strategist, eXtension-Auburn University, aadrian@extension.org Frankie Gould, Public Relations and Communications Director and Professor, LSU Ag Center, fgould@agcenter.lsu.edu Natalie Hummel, PhD, Associate Professor and Rice Extension Entomologist, LSU Ag Center, nhummel@agcenter.lsu.edu
- 2. Social networking is now mainstream. Don't ignore it. Americans using social networks increased from 24% in 2008 to 48% in 2010 Facebook 800+ million ~42% of U.S. adults are active
- 3. 106+ million Twitter accounts 17 million Americans, 87% are aware 33% of monthly users are 25 to 34 years old 53% are “lurkers”-read but don’t post
- 4. Twitter #ManureMonday started by @LPELC Reach : 12-15,000 accounts 26-34,000 impressions
- 5. Social networking is now mainstream Blogs – short updates – images and videos 226 blogs registered on eXtension www.extension.org/people/colleagues/socialnetworks
- 9. YouTube--eXtension Horsequest 1 million + views, 2,024 subscribers; Ages of viewers : 55 - 65 19% 45 - 54 43% 35 – 44 15% Female 61% Male 39% Bee Health 166,318 views 589 subscribers eOrganic 491,937 views 629 subscribers
- 10. YouTube Extension Channel Examples K-State Research and Extension 519 videos 278 subscribers 290,000+ views Ohio State University Extension 91 videos, 82 subscribers 30,000+ views University of Wisconsin Extension 148 subscribers 90,000 views
- 11. Mobile and social Mobile Social Networking App audience grew 126% to 42.3 Million users in the past year. 38% of Americans own a smartphone. An average of 35 apps installed. 40% of tablet and smartphone owners use them while watching TV.
- 12. Access to technology is changing quickly Electronic communication survey (123 of 600 responded 12/2011 LA Rice Industry Desktop computer 69% Laptop computer 64% Smartphone or cell phone with data 64% Cell phone without data 47% iPad 28% Don ’t make assumptions about your audience – ask questions
- 13. Farmers ’ Use of Technology Get information to where the audience is: Farmers smartphone ownership 2009: 3% 2010: 10% 2011: 41% Trend is moving upward; what will next year be? http://connect.ksre.ksu.edu/p32157833/?launcher=false&fcsContent=true&pbMode=normal
- 14. Consider that there have been 60,000 downloads on Four Farm Progress Apps and have had 1.7 million page views on apps.
- 15. A Consideration Roughly 52% of the world's population is under 30 . How do we harness and connect young adults?
- 16. Source for info about politics (rely on most) Local Newspaper Local TV 18-39 years old 16% 40+ years old 34% 18-39 years old 19% 40+ years old 34% Internet 18-39 years old 26% 40+ years old 12%
- 18. Generic analysis of online consumer profile http://www.forrester.com/empowered/tool_consumer.html
- 21. Mindset change from Extension Farmer generated Facebook group—Southern Farming --More active dialogue if initiated by the clientele.
- 22. Let's hear from you Why do you or your faculty need to use social media? What do you or they need to use social media? What do you or they want to accomplish with social media? What prevents you or them from using social media?
- 23. Penn State Youtube video: http://youtu.be/gMUnlWA8cCY farmbusiness.psu.edu
- 24. http://agrilifeextension.tamu.edu/ Promote many programs in back door ways Address immediate needs & pull clients into other programs Incorporate YouTube and Twitter into promotional efforts
- 25. Use 4-H to introduce youth not only to leadership and character building, but also to Extension programs. Recruit parents to Extension programs through their children. http://texas4-h.tamu.edu/
- 26. Dinner tonight: Advertise different programs in the cooking demo Introduce other programs Include parents http://healthyliving.tamu.edu/dinners/broccoli-slaw-with-chicken// Backdoor building relationships
- 27. Creating a relationship-- --getting people in the back door Blueberry CoP Facebook Page Question from an urban homeowner came into a discussion board. Connected a homeowner with their local agent -- National effort yielded local results
- 36. What ideas do you have for new ways to connect with people?
- 38. Next was to have administrators set an example -An Extension external discussion page & a closed group Facebook page called LCES Dialogue was established and faculty and staff were invited to participate
- 43. Interaction increased after ads - both views & feedback
- 45. K-State Demo Garden Blog stats
- 46. Tips on Measuring Start with goals How many times content is reshared Comments made Increase likes Analytics of how many start and continue
- 47. Photos used with posts result in engagement!
- 48. Google Analytics: KSU Turfgrass Blog
- 49. Google Analytics: KSU Turfgrass Blog
- 50. Klout
Editor's Notes
- Anne will introduce the session and introduce all speakers
- Anne will present ^ "Facebook F8: Redesigning and hitting 800 million users". LA Times. September 22, 2011. Retrieved September 24, 2011. ^ Wells, Roy (August 8, 2010). "41.6% of the U.S. Population has a Facebook account". Social Media Today . Retrieved January 6, 2011. http://www.829llc.com/blog/new-report-twitter-usage-trends-demographics May 2011 http://www.flickr.com/photos/12023825@N04/2898021822/
- Anne will present ^ "Facebook F8: Redesigning and hitting 800 million users". LA Times. September 22, 2011. Retrieved September 24, 2011. ^ Wells, Roy (August 8, 2010). "41.6% of the U.S. Population has a Facebook account". Social Media Today . Retrieved January 6, 2011. http://www.829llc.com/blog/new-report-twitter-usage-trends-demographics May 2011
- Anne will present
- Anne will present ^ "Facebook F8: Redesigning and hitting 800 million users". LA Times. September 22, 2011. Retrieved September 24, 2011. ^ Wells, Roy (August 8, 2010). "41.6% of the U.S. Population has a Facebook account". Social Media Today . Retrieved January 6, 2011. http://www.829llc.com/blog/new-report-twitter-usage-trends-demographics May 2011
- Anne will present Pinterest...Valeria Edwards, Kansas State FCS agent, I love, love, love Pinterest! Besides getting ideas for things to do, cook, quilt, and make, I've actually found real information that I've added to KSRE class presentations, like the Coupon class and the Organizing Important Papers class. I don't know that the time spent on Pinterest justifies the return· Like Valeria Edwards I wish I could figure out the algorithm (or whatever) for how Pinterest shows Pins. Like when I click on a Pin, then click onto the website behind it, then click all the way back, sometimes it seems like Pinterest takes me back to where I left off, sometimes it takes me to a completely different place. If you notice that or figure it out, please let me know. www.reuters.com/article/2012/01/19/idUS427563801220120119 http://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/
- Anne and Elaine will present ^ "Facebook F8: Redesigning and hitting 800 million users". LA Times. September 22, 2011. Retrieved September 24, 2011. ^ Wells, Roy (August 8, 2010). "41.6% of the U.S. Population has a Facebook account". Social Media Today . Retrieved January 6, 2011. http://www.829llc.com/blog/new-report-twitter-usage-trends-demographics May 2011
- Anne and Elaine will present
- Anne will present http://www.readwriteweb.com/archives/comscore_mobile_social_networking_app_audience_grows_126_in_past_year From comScore http://blog.nielsen.com/nielsenwire/online_mobile/infographic-the-most-valuable-digital-consumers/ https://www.facebook.com/photo.php?fbid=10150201140291135&set=pu.54543936134&type=1&theater
- Natalie presents Two years after launching the Louisiana rice insects blog, I conducted a survey of the Louisiana rice industry. One question dealt with their access to technology and use of technology. We were surprised to find how many used a smartphone with data and an iPad. Dow gave out iPads to about 25 ag consultants in Louisiana last year and this accelerated adoption of this technology in the Louisiana rice industry.
- Elaine will present http:// www.slideshare.net / esagor /making-extension-content-discoverable-a-3year-evaluation smart phone data Jeff Caldwell, multimedia editor, presentation for Kansas State University, Nov. 2011 http://connect.ksre.ksu.edu/p32157833/?launcher=false&fcsContent=true&pbMode=normal
- Data from Farm Progress Farm progress Beef producer Farm Futures Growing Degree Days
- Anne will present http://www.flickr.com/photos/yourdon/3599753183/
- Anne and Elaine will present http://pewinternet.org/~/media//Files/Reports/2011/Pew%20Knight%20Local%20News%20Report%20FINAL.pdf Americans report watching local TV news than any other source—which has led to widely held idea that people go there for most of their community news and information. But it also finds that Americans tend to rely on the medium for just a few topics—mainly weather, breaking news, and to a lesser degree, traffic. http://www.flickr.com/photos/62693815@N03/6277337422/
- Elaine will present Forrester uses Social Technographics to classify how people use social technologies and then quantifies those online consumers using a free tool. Creators … publish content like blogs, webs, video, audio, articles. Conversationalists .. update status, post to twitter Critics… rate or reviews products, services, makes comments on blogs, online forums, wiki contributors Collectors … use RSS feeds, tags Joiners .. has an online profile, visits social networking sites Spectators … reads or listens to content, watches videos Inactives … none of the above…does not create or consume social content http://www.forrester.com/empowered/tool_consumer.html
- Anne will present this slide. ^ "Facebook F8: Redesigning and hitting 800 million users". LA Times. September 22, 2011. Retrieved September 24, 2011. ^ Wells, Roy (August 8, 2010). "41.6% of the U.S. Population has a Facebook account". Social Media Today . Retrieved January 6, 2011. http://www.829llc.com/blog/new-report-twitter-usage-trends-demographics May 2011
- Natalie presents Rice farming editor picked up on a #CESValue tweet I sent across twitter. She told me that she was putting it in the editorial via a facebook message that I received on my iPhone when I was boarding a plane. Social is mobile and knows no boundaries.
- Natalie Presents She could have picked up the phone or sent an email, but preferred to communicate using social media.
- Natalie will present I spoke to the LSU AgCenter leadership class about social media for agvocacy and communication. Class members took it to heart. Many created profiles, and they also created a private group for communication. Many friended me and they also invited me to join their group. One of the class members, Nobel Guedon really started to use social media to share information and ask questions. I noticed this and asked him to speak in a forum on social media at the USA Rice Outlook conference in Austin 2011. In preparation for participation, he established the Facebook Group Southern Farming - according to Nobel, he did this because other online forums were dominated by northern row crops and he was having trouble finding information and convo he wanted with local/southern farmers. Recently, he requested LSU AgCenter publication. Farmers share with each other and extension faculty are involved in the conversation. This is a big mind-shift - we don't control the conversation, we simply participate!
- John will facilitate this dialogue.
- Elaine will present. This video shows the demographic characteristics of survey respondents who are sharing content and with whom they are sharing. Jeff Hyde, extension agricultural economist at Penn State and colleagues Kathleen Kelly and Dana Ollendyke have a study about social media and food retailers. and have created several youtube videos on their research. As an example: This video shows the demographic characteristics of survey respondents who are sharing content and with whom they are sharing. This content can be applied to other Extension programs. You want people to share your content. Primarily women and younger audiences are sharing...
- Natalie will present Blueberry CoP used social media to build an online following as we created a websites in preparation for our launch. During this period we built a following of 250 fans and fielded questions. We used google analytics to keep up on blueberry news. Now that our site has launched we primarily post links to our resources. Linked content is share. Facebook is second only to direct links in driving traffic to our homepage at www.extension.org
- Elaine will present
- Natalie Presents I started with the AgCenter in 2007. I found that the most valuable service I provided to the industry was sharing my observations and recommendations as widely and quickly as possible. This allowed them to be on the alert for new problems and know what to do. Initially, I would go to the field, take notes, take pictures, go back to my office and work until 8 or 9 at night to download pictures, craft an email, and/or put together a pdf that I could email out. I started an extension.org CoP on blueberries in October, 2010. At my first extension.org workshop, I learned about facebook, blogging and twitter. I left the conference excited but overwhelmed. While waiting to catch a flight, a colleague helped me set up my first blog. It all flowed from there. I purchased a small laptop computer with a mobile connection from AT&T. This allowed me to download digital images and write blog postings on my way back from the field. Information flowed ever more quickly and I didn't have to stay at work so late at night (to write emails anyways). The rice industry loves the blog and it has set me apart as a leader in online communication and information delivery. I've taught other faculty to start blogs - in Louisiana and other states. The blog has evolved into a field book that I can use to prepare winter meeting talks that are specialized for a given parish. This is a real time saving advantage and sets my talks apart and keeps attention from reps that travel to all the meetings.
- Bottom line here is that it is helpful to reciprocate. If someone helps you out, it is good to return the favor. It is greatly appreciated and who know where it will lead.
- Natalie presents About a year after I started blogging, I set up a Facebook group page. It is not very interactive, but county agents have told me that they like having all the information in one place. I post blogs, pictures, videos, field observations and links to resources on the blog. I also use it to poll my audience on occasion. I also created a twitter account in the winter or 2011. I use it to post my blogs and observations during the season as well as an information gathering tool. Twitter is not reaching very many of my target clientele but it is connecting me with colleagues across the US. I used my contacts through twitter for a lot of background research for an app proposal, which has resulted in grant funds for the first app that LSU AgCenter has built - RiceScout. I call that time well spent!
- Natalie presents I attended a Louisiana rice council meeting in Jan 2011. At this meeting I tweeted comments from the speakers and hashtagged the USA Rice Federation/Council in the tweets. Afterwards I told the speakers what I had done. This created a connection with the USA Rice CEO and began the establishment of my expertise in social media. We continued conversations about how to inspired more rice industry members to use social media for communication. This culminated in the invitation to moderate a social media panel discussion at the USA Rice Outlook Conference in Austin in December 2011. Panelists included representatives from: RiceTec RiceLoop California Rice Commission USA Rice communication director Rice Farmer from LA/MS and myself. They also had a social media cafe. The industry as a whole has slowly increased the social media activity and extension colleagues in other states have become more active on twitter.
- Elaine will present Tools…digital communication, using available free tools to do our work better, merging together through a single system 1. Social media…facebook, twitter, flickr Do it for discoverability…make it easy for people to find the information, want them to discover us (content, nugget, workshop, oneline presentation) bring the content to people, not make them come to our site, publish and promote content in multiple places 2. Email update…subscription list…put together content For awareness, we want them to see us on a regular basis… People don ’ t need info every day, but when they do, they should think of us. Unobtrusive, reminds them we are there, Adds value to other offerings (such as workshops) Discussion board…offers peer to peer learning; how can we facilitate…creating a space not just for us, but for discussions to take place, take advantage of teachable moments, not an ask the expert; responses here are read by muiltiple people Widgets (oak wilt) Embeddable on other websites…, click for info to send to our web pages, 61 percent came to oak wilt site; 45 percent wenton to read more content
- Elaine will present Ignite stories: Kleenex and airline http://tinyurl.com/845sa5o McDonalds Twitter campaign backfires A twitter campaign by McDonald's backfired when people started sharing the wrong kind of #McDStories (via @bored2tears ). McDonald's kicked things off on Thursday with the hashtag #MeetTheFarmers, in a campaign meant to draw attention to the brand's guarantee of fresh produce. Later in the day, however, the burger company used a dangerously vague hashtag: "When u make something w/ pride, people can taste it," McD potato supplier #McDstories People took this hashtag and started talking trash. Read more: http://www.businessinsider.com/mcdonalds-twitter-campaign-goes-horribly-wrong-mcdstories-2012-1#ixzz1kZxo5yGa
- If someone "likes" a photo you've posted, share it as a screen saver If someone has a question/comment about gardening, send them a publication or link to a resource
- Frankie will present How to inspire more extension and research faculty to use social media space for communication, dissemination of information and dialogue? The use of social media as a tool must have organization-wide acceptance The LSU AgCenter started a social media intiative to encourage the support and use of SM as a tool. To build buy-in a Social media task force was established to identify power users/mentors, focus areas and establish guidelines A Social Media Summit was conducted via distance ed last Spring to hihglight success stories, testimonial and introduce training. One extension specialist one researcher one 4-H agent one ANR agent one FCS agent Facebook, Twitter, blogging and YouTube Next was to have administrators set an example internal focus (Director ’s Dialogue) example of administration encouraging faculty to explore social media.
- Frankie present Extension Director started monthly sessions through live meeting to encourage faculty to explore social media The director and a team would post questions to LCES dialogue to encourage interaction. Example
- Natalie will present Worked with extension.org to test using facebook ads. Explain how ads work You can see that new likes was down.
- New likes increased, and they have continued to increase, we are now approaching 800 followers.
- Elaine will present Obviously the trends show more visits during the peak gardening season, and so far, there is a strong upward trend each year. Rebecca McMahon, Sedgwick County horituculturist Wordpress offers analytics for blogs created in their platform
- Elaine will present
- Elaine presents slide K-State News page facebook analytics 7 likes, 4 shares
- Elaine will present
- Elaine will present
- Elaine will present Widgets (oak wilt) Embeddable on other websites…, click for info to send to our web pages, 61 percent came to oak wilt site; 45 percent wenton to read more content
- Anne will present