by Laurie Gharis, Ph.D. Social media tools How tools are being employed by extension programs Opportunities for natural resource professionals How to use the tools successfully Expanding the Reach of Extension with Webinar Technologies and Social Media
- 1. HOW AND WHAT SOCIAL MEDIA IS BEING USED IN NATURALRESOURCE OUTREACHLAURIE GHARIS, PH.D.
2. OUTLINE Introduction Social media tools How tools are being employed by extensionprograms Opportunities for natural resource professionals How to use the tools successfully Conclusion 3. EXPANDING THE REACH OF EXTENSION WITH WEBINAR TECHNOLOGIES AND SOCIAL MEDIA Collaborative Effort NCSU-Robert Bardon, Ph.D. SREF-William Hubbard, Ph.D. TAMU-Eric Taylor, Ph.D. Funding Renewable Resources Extension Act 4. INTRODUCTIONExtension Professionals Workloads Administrative requirements Tight fiscal environments 5. INTRODUCTIONIs social media apractical solution? Internet access Social media usage Low-income, minority communities 6. INTRODUCTIONDynamic Select tool according toaudience, purpose, or personalpreference Accessible Interactive Can encourage consensus 7. INTRODUCTIONCommunity Shared interests Knowledge exchange Far reaching Individual time table 8. SOCIAL MEDIA TOOLS Blogs Twitter Wikipedia Professional and Social Networking Facebook LinkedIn MySpace Videos/Images Flickr YouTube 9. SOCIAL MEDIA TOOLSBlogs can: Encourage interaction Disseminate timely, practical information Connect individuals with opportunities 10. SOCIAL MEDIA TOOLSTwitter Form of microblogging Tweets are 140characters or less Follow others #FollowFriday #hashtags 11. QUESTION FOR AUDIENCETrue or FalseAfrican Americans and Latinos are significantly lesslikely to use Twitter than other groups. 12. SOCIAL MEDIA TOOLSWikipedia Informal channel for collecting and sharinginformation Enhances interaction, collaboration, andcontribution Open to the public or just a few 13. SOCIAL MEDIA TOOLSSocial and Professional Networking Sites(Facebook, MySpace, LinkedIn) Link people with similar interests Help communicate information Connect clients to resources Profiles provide real context to the identity ofeach online member 14. SOCIAL MEDIA TOOLS 15. SOCIAL MEDIA TOOLSFlickr and YouTube Can enhance field and qualitative research Potential to bring in additional online learners Increasingly accessible http://www.youtube.com/watch?v=k3wgTTq0a8s 16. SOCIAL MEDIA TOOLSSuccessful video projects Are better viewed than told Have music and pictures Link to other information Have multiple avenues for access Have measures for evaluation 17. QUESTION FOR AUDIENCEWhat social media tool do you use most often?A. TwitterB. FacebookC. LinkedInD. FlickrE. YouTube 18. CURRENT SOCIAL MEDIA USESAlabama Precision AgTeam Reach out to farmersand environmentalorganizations Blog, Facebook, andTwitter 19. CURRENT SOCIAL MEDIA USESIowa State UniversitysTurfgrass Blog Communicate timelyinformation Interactive channel forpeers, industryprofessionals, andeducators Reached an average of34.9 to 148.4 people/day 20. CURRENT SOCIAL MEDIA USESFan pages University of Minnesota Equine Extension Program Michigan State Universitys Online HorseManagement Program 21. CURRENT SOCIAL MEDIA USESUSDA Forest Service-Twitter, YouTube, Flickr 22. CURRENT SOCIAL MEDIA USESOhio State Extension Educators Support for clientele who had lost their jobs 23. CURRENT SOCIAL MEDIA USESSoil and Water Conservation Challenges Integrated framework with WebGIS technologies,data sources, and social media Increase knowledge on sediment pollution 24. CURRENT SOCIAL MEDIA USESNRCS Flickr,Facebook,Twitter 25. QUESTION FOR AUDIENCEWhat social media tool do think would be most usefulfor your work place mission?A. TwitterB. FacebookC. LinkedInD. FlickrE. YouTube 26. SUCCESS WITH SOCIAL MEDIASocial media planning process(Dadashzadeh 2010) A formal agency view Employee participation Map of future desired public service 27. SUCCESS WITH SOCIAL MEDIATools to describe, create, and deliver the rightmarketing (Skelly 2005) Define what audience can expect Obtain feedback from the audience Consider the product, price, place, promotion, andpartnerships Be inventive Capture audiences attention 28. SUCCESS WITH SOCIAL MEDIAEssential steps to building an online community(Benson 2011) Listen to your audience Plan a strategy with metrics Electronically market the strategy Engage the audience Report your measurements 29. SUCCESS WITH SOCIAL MEDIASuccess with Twitter (Brown 2012) Vary content Speak in an authentic voice Listen and take notes Be concise Spread out tweets Thank new followers Use third party helpers (Hootesuite, Crowdbooster,..) 30. OPPORTUNITIES FOR NATURAL RESOURCE PROFESSIONALSEngage people online and through theirpersonal digital assistants Almost 50% of nonindustrial privatelandowners in NC are interested in web-based delivery (Bardon et al. 2007) Farmers are likely receptive to electroniccommunication (Guenthner and Swan2011) Agritourism operators use social media toolsto promote their business (Hardesty 2011) Work with individuals that are not able toleave their businesses (Cornelisse et al. 2011) 31. OPPORTUNITIES FOR NATURALRESOURCE PROFESSIONALS Use social media tools to connect clients tocredible resources and evidence basedinformation Employ electronic technology for on-campusteaching as outreach (Guenthner and Swan2011) Work with low-income urban communities todemonstrate the effectiveness of new andinnovative computer uses (Kudryavtsev et al.2007) Share method design, data collectioninstruments, and initial results to enhancetransparency (Powell 2012) 32. OPPORTUNITIES FOR NATURAL RESOURCE PROFESSIONALSActively participate in social media outlets Opportunity to observe and to become closer tocustomers Connect with clientele anywhere at anytime Bring together people with similar interests Reach a significant number of people Measure progress 33. OPPORTUNITIES FOR NATURAL RESOURCE PROFESSIONALS Take resources to the people Consider outreach materials that will reach target audiences at the widest level Balance reaching out face-to- face with technology Recommend new communication methods where appropriate 34. METRICSExamples of Metrics Numbers of visitors, fans, friends,followers, mentions, and/orincoming links to your site(Cornelisse et al. 2011) Time on the website, ratiobetween posts and comments,how fast the message moves, andcustomer actions (Benson 2008) Activity, tone of conversation,velocity, time on site, comments,and qualitative measures(Owyang 2007) 35. METRICSMetric Tracking Programs Google Analytics, URLshortening programs, Twitter-centric tools (Cornelisse et al.2011) Scribd, Google alerts,Facebook reports, onlinesurveys on Facebook,TweetReach, Wordpress(ONeill et al. 2011) 36. METRICSExample: National ForestFoundation Websites can be tracked forvisits and time on website Track number of peoplewho like (785) Track comments (11) Qualitative review ofcomments (Im going to go;Ive been there, etc.) 37. QUESTION FOR AUDIENCETRUE or FALSEThe time on website, comments, and velocity of themessage can help track customer engagement. 38. CONCLUSIONSocial media has the potential to: Produce discussion Change views Encourage action Reach new audiences Provide feedback in a timely manner Meet increasing demands of extension work atdecreased costs 39. CONCLUSION Great potential for outreach With or without natural resource professionals,clients are employing social media tools 40. QUESTIONSContact InformationLaurie Gharis, Ph.D.College of Natural ResourcesDepartment of Forestry and Environmental ResourcesNorth Carolina State Universitylwilson@ncsu.edu