Using Social Media, Digital Using Social Media, Digital Communication Tools, and Communication Tools, and

Online Networks in Extension Online Networks in Extension EducationEducation

Karen Jeannette

Community of Practice Support

eXtension Initiative

@kjeannette

http://www.slideshare.net/kjjeannette

UNL Extension Fall Conference 2011

http://creativecommons.org/licenses/by-sa/2.0/deed.en

92% of American

adult internet users search

for information

http://pewinternet.org/Trend-Data/Online-Activites-Total.aspx

78% of American

adults use the Internet

Bound by time and space

AccessibilityScalabilityDiversity

FrequencyContinuously

Removing barriers of time and space

What are traditional roles in What are traditional roles in Extension?Extension?

Nancy White, NeVC Keynote: Me, We and the Network: Weaving Participation (webinar recording), http://www.extension.org/learn/event/47

How can we use social media tools,

digital communication tools, and online networks

to enhance our roles?

Online Social Network

Engagement Potential

Building & sustaining relationships; drawing out

resources

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> “

Access-Access-DiscoverDiscover

WHAT IS DISCOVERABILITY?

Discoverable

Discovered

SHARELINK

CONSUME

Increase search engine

discovery

Increase social

discovery

Discoverability

Searchable

Scannable

•URLs with keywords•Use title and headings with keywords•First two paragraphs most important•Bullets

“On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. -Jakob Nielson’s Alertbox

http://www.useit.com/papers/webwriting/http://www.useit.com/alertbox/page-abandonment-time.html

Think of keywords

as doorways

sustainable

http://www.flickr.com/photos/eye2eye/5718238/

Lancaster co

Nebraska

extension

Resonate

UniqueUseful

CompellingContent Formats

Call to Action

“Who, What, When, Where… Everytime”

– Melissa Rach, BrainTraffic Adventures in Online Content

Not always predictable, but consider…

TimingNiche/custom topicsNetwork strengths

SimplicitySharable

Will they share?

Publish Publish Content Content People People

Can Can ShareShare

RECORDINGS AND RESOURCESAdventures in Online Content, Melissa Rach.

BrainTraffic http://connect.extension.iastate.edu/p29894575/

Building Online Content to Last (Web Recording) http://www.extension.org/learn/event/252

Resources for Writing for the Web

How can you add value to your mission with social media?

• Generate awareness

• Become more accessible

• Get more people to programs

• Get info. to the people that are most receptive

• Advocates to share info

• Help you map something?

• Partner/complement educational efforts

• Integrate tools for efficiency

• Keep up w/diverse opinions – emerging world views

• Connect you to cutting edge people and resources?

Attract-Attract-LearnLearn

What are people seeking?

What are you seeking?

+ / -

Focuspassion

interest

need

SUPPORT ANCHOR (HUB)

CONVERSE

Support self learningIncrease Efficiencies:

Link, EmbedStorage, Organize,

Manage

Aid in SearchSensemake:

Host In-Depth TopicConnect to Social

Tools/NetworkArchive

EngageBuild and Sustain

RelationshipsCreate emergent

learning opportunities

Tools

Social BookmarkingGoogle Reader

Google CalendarRSS Feeds, Widgets

Flickr PhotoSlideshare.net

YouTube

WebsiteBlog

FacebookTwitter

YouTubeGoogle Alerts, Summify (to find conversations)

Align tools with your passion, interest, needs

Explore and find your network.

“Learn. Do. Reflect. Adjust” - Nancy White, Full Circle Associates

http://www.myminnesotawoods.umn.edu/

Making content discoverableMaking content discoverable

http://www.myminnesotawoods.umn.edu/

Discoverable: Oak wilt widget on Discoverable: Oak wilt widget on DNRDNR

http://www.myminnesotawoods.umn.edu/

Embeddables: examplesEmbeddables: examples

http://www.myminnesotawoods.umn.edu/

MMW posterMMW poster

http://z.umn.edu/http://z.umn.edu/MMWposterMMWposter

http://z.umn.edu/http://z.umn.edu/MMWposterMMWposter

http://ksusocialmedia.wikispaces.com/Eli+Sagor

Explore and find your network.

“Learn. Do. Reflect. Adjust” - Nancy White, Full Circle Associates

•Lurk, listen, monitor•Use tools to help detect conversations•Make incremental, impactful changes•Share what is working with others•Receive feedback, innovate to provide better service

RESOURCES/RECORDINGSeXtension Learn (ongoing professional development):

http://www.extension.org/learn

eXtension Social Media Guidelines: http://create.extension.org/node/2926

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

Social Media Monitoring: http://www.slideshare.net/aafromaa/social-media-monitoring-8280300

Follow Your Living Stream of Social Networking Contributions: The Real Time Web (Web Recordings) http://www.extension.org/learn/event/249

Resources for Learning How to Find and Participate in Social Networks

Google AlertsGoogle Alerts

Search your name, organization

Search keywords of expertise (broad, narrow)

http://www.google.com/alerts

Which social media tools should I start using?

EmbedEmbed

UMN Extension UMN Extension Master Gardener Director’s BlogMaster Gardener Director’s Blog

Facebook FanpageFacebook Fanpage

Facebook FanpageFacebook Fanpage

Facebook Group PageFacebook Group Page

TwitterTwitter

TwitterTwitterTimingTiming

Citizen ScienceCitizen ScienceCall to ActionCall to Action

Second Life and YouTubeSecond Life and YouTube

Google +Google +

RESOURCES/RECORDINGSThe CMO's Guide to the Social (Marketing) Landscape:

http://www.cmo.com/social-media/2011-cmos-guide-social-landscape

A Framework for Social Anayltics: http://www.slideshare.net/setlinger/altimeter-social-analytics081011final/download

eXtension Professional Development and Recordings:

http://www.extension.org/learn

http://create.extension.org/node/1303 (recordings archive prior to 2010)

Resources for Choosing Social MediaTools

Achieve-Achieve-Innovate?Innovate?

http://www.jarche.com/2011/09/organizing-for-diversity-and-complexity/

Ideas for Starting Ideas for Starting with Social Mediawith Social Media

Share things you already create & manage

Connect around an interest, passion, cause, need

Set simple goals

Learn with others that are learninghttp://www.extension.org/people/colleagues/socialnetworks

http://www.extension.org/learn

What resources do you hope to draw out from your network?

What’s possible?

Contact Information Contact Information

@kjeannetteKaren.jeannette@extension.org

http://www.slideshare.net/kjjeannette

https://www.extension.org/people/karenjeannette