Abstract: Social media tools such as Twitter, Facebook and YouTube have become common place for personal use, but how do we leverage these free tools to not only connect with our clientele but promote Extension to new audiences. Currently, there are 25 million Twitter accounts, over 500 million active Facebook users and 2 billion videos watched daily on YouTube, therefore, it makes sense for Extension to have a presence where users are spending time. For Extension personnel, understanding the benefits and learning the uses of social media tools is a tremendous opportunity to transition our past outreach excellence into a new, non-traditional format for the future. Join us to learn how to engage your clients, colleagues and supporters in social networks as well as exposure Extension content to a new demographic.

1. Social Media 101
Tweets, Likes and Clips
David A. Yates Emily L. Tipton
Extension Area Specialist IT Specialist
Eastern Region Animal Science

2. Our Goals
1 What is social media?
2 Why you should care about social media?
3 How do I develop a social medial strategy?
4 Discussion and Questions

3. Our Goals
1 What is social media?
ENGAGE and INSPIRE
2 Why you should care about social media?
Tweet Along
3 How do I develop a social medial strategy? @UTExtension
#UTExtension
4 Discussion and Questions

4. What is Social Media?
“ANY media connected to the internet which enables
interaction between two or more people.”
Source: aafromaa

5. Introduce the ‘Big 3’

6. • User driven online community
• Share information, photos, events, interests
• Create Pages
– Designed for organizations
– Maintains personal –
professional distinction *
– Multiple managers
– Added features

7. Features
• Pushed news feed
• Feedback, Discussion &
Chat
• Event promotions
• Photo sharing
• Video hosting
• Referral traffic
– Integration *
• Internal searching

8. • Recipient driven micro‐blogging network
– “Online Water Cooler”
– Timely tidbits of info
– 140 characters, max
• New Language
– Twittering, Retweet,
Followers, Tweetup
– New @ and # uses

9. Features
• Real‐time information sharing to
engage users
– KISS method of communicating
– Conversational tone
• Searchable
• Integration *
– TwitPic

10. “People to engage in new ways with video
wherever and whenever” ‐ YouTube
• Video‐sharing community
– Forum for people to
connect, inform, and
inspire others
(local to global)
• Video‐blog
• Searchable

11. Features
• Playlist Organization
• Public/Private
• Video Embedding
– (Website, Facebook)
• Subscription
• Stats (YouTube Insight)
• Engaging
– Feedback (comments, rate)
– Creative, brief, viral appeal
• Referral traffic
– Integration *

12. Why you should care about
Social Media?
Opportunity!
Location. Location. Location
Be where the your audience is!

13. The Internet is the Change Agent
2000 2010
0
0 43
19
5 55 85
53
57
46 74
65
Phone
Internet
slow, stationary connections fast, mobile connections on
Broadband
built around my computer outside servers and
Wireless storage
Online Video
Source: PEW Internet Project, 2010 Social Media

14. Among Internet users
• 62% use social networking • 45% own DVRs
sites – up from 3% in 2002
– 50% share photos • 52% own laptops
– 33% create content tags – up from 30% in 2006
– 32% contribute rankings and
• 42% own game consoles
ratings
– 30% share personal creations • 4% own tablet computer
– iPad
• 26% post comments on sites
and blogs • 5% own e‐book readers
– Kindle
• 24% use Twitter
– Or other status update features • 47% own MP3 players
– up from 11% in 2005
• 14% are bloggers
Source: PEW Internet Project, 2010

15. What about farmers?
90
80
70
60
Percentage
50
40
30
20
10
0
Hours Online Texting Farm Specific Manufacturer
Site Site
Source: 2009 Agriculture New Media Usage Study

16. Who really uses Social Media?
Facebook YouTube
• More than 500 million • 2 million videos watched
active users daily
• 50% of our active users log • 1 minute = 24 hours of
on to Facebook in any given footage uploaded
day
• Average user has 130 Let’s learn more….
friends

17. Who really uses Social Media?

18. Developing a Social Medial Strategy
Where do I start?
• Identify your audience
– Be specific
• Determine what you want to
accomplish
– Start simple
• Determine how much time you
can devote
– Start small
• Select your social environment
– Make it easy

19. Dive in!
• Start a channel, Page, Account
• Have a contest
• Q&A responses (public
interest)
• Report on events
– Mini‐media channel for supports
& sponsors
• SPARK THE CONVERSATION

20. Tips for Clips, Tweets and Engagement
Tips
• Be Credible, Be Yourself, Be the
Brand
• Smaller interlinked videos have
impact
• Monitor your comments
• Build a community
• COPYRIGHT
– Creative Commons
• Follow, Like & Subscribe to your
colleagues!
– Participate as a peer

21. Miss Social Manners
Issue Solution
Who’s reputation is a risk? Everyone is official whether in
personal or professional account

22. • Over 500 million Facebook users
• Social Media – Who’s reputation is a risk?
• Everyone is official whether in personal or professional account
• Question – Is it important or even possible to have a personal online
identities separate from professional ones?
• Extension is researched based – what do our personal feelings have to do
with that?
• Are we branding ourselves or our organization?
• Social media has caused all of us to live in a “small town”. Magnification
of posts submitted.
• Many upsides to a single social media identity, such as credibility, trust,
deeper connections.
• Social media helps you find out about the people you are targeting or
involved with, such as additional information, like music, topics interested
in, etc.

23. Educational Intergration Process
4‐H Project Group Meeting Site tools for
FCS Tia Chi Event enhanced program
BQA Training reporting
Promote SM sites
Programs using
Traditional Social Program
Engagement Assessment
Delivery
Marketing Media
Methods
Post announcement,
4‐Hers post project accomplishments
create event
invitation, video Ask for feedback
teaser (commercial) Producer comments on adopted
practices

24. References
• Social Media Potential For Agriculture (aafromaa)
– link
• PEW Internet Project, 2010
– http://www.pewinternet.org/
• 2009 Agriculture New Media Usage Study. Nicholson Kovac, Inc.
– http://www.prweb.com/releases/Nicholson‐Kovac/AgMedia‐Study/prweb2767974.htm
• Five Social Media Tools for the Extension Toolbox, JOE October 2010 // Volume 48 // Number 5 //
Tools of the Trade // 5TOT7
– http://www.joe.org/joe/2010october/tt7.php
• The 2010 Social Networking Map, Flowtown
– http://www.flowtown.com/blog/the‐2010‐social‐networking‐map?display=wide
• YouTube in Extension
– eXtension: http://collaborate.extension.org/wiki/YouTube_in_Extension
• When are Facebook Users Most Active, Study. Virtue.