Using Social Media in Extension

Elaine EdwardsNews Media and Marketing Coordinator

K-State Research and ExtensionFeb. 10, 2012

Social networking is now mainstream. Don't ignore it.

Americans using social networks increased from 24% in 2008 to 48% in 2010Facebook 800+ million~42% of U.S. adults are active

106+ million Twitter accounts17 million Americans, 87% are aware33% of monthly users are 25 to 34 years old53% are “lurkers”-read but don’t post

Social networking is now mainstreamBlogs – short updates – images and videos226 blogs registered on eXtension

www.extension.org/people/colleagues/socialnetworks 

What's trending?

Google+ 90 million users, prediction 400 million by Dec 2012PinterestOver 4 million users1.5 use every day14 minutes dailywomen, 25-54 years old, MidwesternSends more traffic referrals than G+, close to Twitter and Google 

YouTube 48 hours of video uploaded every minute to YouTube (March 2011) Will take 8

years to watch videos that uploaded in a single day on YouTube.

YouTube Extension Channel ExamplesK-State Research and Extension 519 videos278 subscribers290,000+ views 

Ohio State University Extension91 videos, 82 subscribers30,000+ views 

University of Wisconsin Extension148 subscribers90,000 views

Mobile and socialMobile 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.

Access to technology is                 changing quicklyElectronic 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

Farmers’ Use of TechnologyGet information to where the audience is:Farmers smartphone ownership2009: 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

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% 

Generic analysis of online consumer profilehttp://www.forrester.com/empowered/tool_consumer.html 

Let's hear from you 

Why do you need to use social media?

What do you need to use social media?

What do you want to accomplish with social media?

What prevents you from using social media? 

Best practices

1. Be honest about who you are; don't pretend to be somebody you aren't.

2. Listen, take an active role in the conversation. This is how Extension staff will know what information people want.

3. Don't look at it as another duty. Our publics are finding ways to use new tools, we should too. 4. Surround yourself with people who will risk trying new things. 

What is Extension's role?

"to help people think critically, interpret, analyze and apply information they gather from all of the different platforms." 

How? Using available free tools to do our work better. Social media tools helps make our content more discoverable.

Eli Sagor, Extension forester, University of Minnesota

 

Tips on Measuring

Start with goals How many times content is reshared Comments made Increase likes

Analytics of how many start and continue

Facebook insights - marketing

 

Demographics of followers

 

K-State Demo Garden Blog stats

Photos used with posts result in engagement!

Google Analytics: KSU Turfgrass Blog

Google Analytics: KSU Turfgrass Blog

Klout

http://www.myminnesotawoods.umn.edu/2010/03/oak-wilt-risk-status-in-minnesota/

 

To learn more...Elaine Edwards - @elainecarol www.facebook.com/elainecarol www.linkedin.com/in/elainehedwards elainee@ksu.edu

 

Using Social Media in Extension by Elaine Edwards is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

Photo Credits

http://www.flickr.com/photos/12023825@N04/2898021822/ 

https://www.facebook.com/photo.php?fbid=10150201140291135&set=pu.54543936134&type=1&theater  http://www.flickr.com/photos/ricephotos/6758964689/

http://www.flickr.com/photos/yourdon/3599753183/

http://www.flickr.com/photos/62693815@N03/6277337422/