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?

7. Map your Learning Network http://apps.asterisq.com/mentionmap/#user-aafromaa

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

12. How do they find and share information? W/keywords in mind Social Networks Video (e.g. How-to, About) Gaming Mobile Geo-location

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

16. Challenges to Social Media

19. Harold Jarche: Seek. Sense. Share: http://www.jarche.com/2011/06/pkm-updated/

20. Seeking/Keeping Up (w/ feed readers)

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)

22. Create Sharing Opportunities

24. Personal or Professional? Personal Professional

26. An Example: Getting Started with Social Media

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/

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

37. Sandbox Flickr: Jesseklein (source)

44. Monthly Email Update

49. Discussion Board Screenshot

51. Oak Wilt “Widget” Embeddable anywhere Automatically updates Links to our oak wilt page

52. When they need information, will they know we exist? Creative Commons licensed Flickr photo by C.K. Hartman

53. Making content discoverable

54. Discoverable: Oak wilt widget on DNR

57. Screenshot for Embeddables

58. Embeddables: examples

59. The big picture Incremental changes: One step at a time Focus on adding value to other offerings

60. Workshops Peter Smallidge, Cornell Cooperative Extension

61. Websites

62. Cost 15-30% of one Extension educator’s time + $300-500 / yr Initial site development: $~10K (2007, 2009)

63. MMW poster http://z.umn.edu/MMWposter

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

66. Questions?

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/