Communicating the Role of Extension in the Era of Misinformation
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The document discusses the challenges of combating misinformation and proposes solutions for extension services to address this problem. It notes that misinformation spreads quickly online and is often simplistic, while factual information can be slow to disseminate. To more effectively counter misinformation, the document recommends that extension services speed up their response time, get ahead of misinformation campaigns through proactive monitoring, and establish an "Extension Content Hub" to control the message and establish their authority on topics. This hub would feature various types of educational content to engage audiences and increase extension's online visibility.
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Communicating the Role of Extension in the Era of Misinformation
- 1. Amy Cole | Digital Media Program Director The Role of Extension in the Era of Misinformation
- 2. We strengthen agriculture, communities, and families by connecting trusted research to the adoption of best practices. Our mission. connect trust
- 3. The World Economic Forum listed massive digital misinformation as one of the main risks for modern society. Source: 2015. Science vs Conspiracy: Collective Narratives in the Age of Misinformation
- 4. Scientific misinformation is not new. Source: 2019. Evidence-based strategies to combat scientific misinformation. Bad science has been used for decades to create false controversy and public confusion.
- 5. What undermines our message? Trade Associations Blog Farms Think Tanks Shell Corporations Lobby Groups Public Relations Firms Advocacy Groups Source: 2019. Evidence-based strategies to combat scientific misinformation.
- 6. Why are these entities so effective? Source: 2019. Evidence-based strategies to combat scientific misinformation. They provide fast and easy answers. Strategy and funding.
- 7. The public’s trust in facts and evidence is eroding. We have entered the “post-truth” era.
- 8. Why do people resist our evidence-based messaging?
- 10. Problem
- 11. Why? Once an outdated recommendation is retracted, there is often no immediate correct answer available. Misinformation exerts an influence on people’s opinions even after it has been proven false. Slow response time Source: Processing Inaccurate Information: Theoretical and Applied Perspectives from Cognitive Science and the Educational Sciences. (2014) Research indicates people require fast and easy explanations before they will change behavior. This is termed “cognitive closure.”
- 12. Solution
- 13. We should speed up our response time. Establish a standardized protocol for internal communications. Speed up responsiveness
- 14. Share branded PR materials to all employees. Hold seasonal Zoom-based PR meetings. Implement internal communication processes. Speed up responsiveness Create internal editorial calendar shared Division-wide. Keep updated list of topic experts at the fingertips of all employees.
- 15. Problem
- 16. People refuse to change their behavior even when faced with new scientific data. Source: 2019. Evidence-based strategies to combat scientific misinformation. Why? False information is often: • Easy to find. • Easy to understand (simple/cheap/fast answer). Low visibility
- 17. Solution
- 18. We can create an integrated social media presence. Increase visibility 2016 4,234,929 Numbers based on AIMS reporting data. Indirect contacts 2018 8,264,751 Indirect contacts
- 19. Increase visibility We can create an integrated social media presence.
- 20. We can use volunteers as brand ambassadors. Increase visibility
- 21. Problem
- 22. A reactive approach is not effective when combatting misinformation. Source: 2019. Evidence-based strategies to combat scientific misinformation. What doesn’t change behavior: • Continually repeating a message • Telling someone “that’s not true” Reactive culture
- 23. Reactive culture example: Source: 2019. Evidence-based strategies to combat scientific misinformation. Reactive culture The social network was slow to recognize misinformation campaigns as threats.
- 24. Solution
- 25. Heading off misinformation campaigns before they take root is one research-proven key to success. We should get ahead of misinformation. Source: 2015. Science vs Conspiracy: Collective Narratives in the Age of Misinformation Be proactive
- 26. Sentiment analysis software can track the impact of misinformation. Be proactive
- 27. Be proactive Keyword: Cooperative Extension Sentiment viz https://www.csc2.ncsu.edu/faculty/healey/tweet_viz/tweet_app/
- 28. Be proactive PositiveNegative Keyword: Pesticide Sentiment viz https://www.csc2.ncsu.edu/faculty/healey/tweet_viz/tweet_app/
- 29. Extension should be leading the conversations. How? Content marketing.
- 30. Source: https://www.slideshare.net/EmilyReeves/stone-ward-digital-swagger-2014-content-marketing Content marketing exists at the intersection between client interests and our expertise. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive brand loyalty.
- 32. Create an Extension Content Hub
- 33. What is a content hub? An interconnected collection of content, often in the form of a microsite, focused around a theme. Smaller than a website, bigger than a blog. Offers clients the content they want in the format they prefer.
- 36. • Blog feeds • Social media feeds • News feeds • Video channel • Photo galleries • Chatbots (digital assistants) • Infographics • E-news subscription • Brand ambassador articles Content hub features:
- 37. A content hub has several advantages. 1. Establishes our authority. 2. Increases visibility and traffic. 3. Encourages engagement. 4. We control the message. 5. Sign-in to Extension account(s). 6. Trackable!
- 38. Key Takeaways 1. Create internal PR process 2. Broaden social media collaboration 3. Establish volunteer brand ambassadors 4. Use sentiment analysis to get ahead of misinformation 5. Create an Extension content hub
- 39. Questions?
- 40. 501.671.2304 Amy Cole Digital Media Program Director accole@uaex.edu twitter.com/amycole501 Linkedin.com/in/coleamy Thank you!
- 41. Questions?
- 42. The spreading of misinformation online https://www.pnas.org/content/113/3/554/ (2019). Processing inacurate information https://books.google.com/books?id=3QBzBAAAQBAJ&printsec=fro ntcover#v=onepage&q&f=false (2014). Science vs conspiracy https://journals.plos.org/plosone/article/file?id=10.1371/journal.po ne.0118093&type=printable (2014). Sources
Editor's Notes
- For over a century, has been to ….We connect Arkansans to our research. We trust our research and Arkansans can trust us. But in the last decade or so our message has gotten harder to hear.
- What does this mean for Extension? Industry level disinformation attacks have the ability to undermine person’s trust in its health services, scientific experts and research institutions.
- These industries work together to undermine the research and history we have as our hallmarks.
- Their strategies are interconnected. They also disguise their funding, which makes their efforts difficult to track. Since they are well connected and flush with cash, they can quickly offer answers that reinforce their agenda without worrying about facts.
- My solutions will be low or not cost and be realistic for our employees
- The response time getting answers from specialists is sometimes slower than the public wants.
- Create a plan of action where we each share and reshare our content strategically. Use other extension services in nearby states to create our own united front.
- Use our partners within the nation to act as our own integrated network to combat misinformation from corporate interests.
- Create a plan of action where we each share and reshare our content strategically. Use other extension services in nearby states to create our own united front.
- So what does change behavior?
- So what does change behavior?
- Inoculation is typically only effective on those who aren’t already infected. If some “ships have sailed” on topics, there are others undoubtedly on the horizon for which we can be ready.
- With the hire of Karen Watts as our digital innovation manager, we now have the ability to take the guesswork out of client sentiment. We can trace the production and diffusion of misinformation within a larger ecosystem, such as Twitter, to assess the impact of the for-profit sector on our client relationships. opinion mining or emotion AI, is the process of determining whether a piece of writing is positive, negative, or neutral. A common use case for this technology is to discover how people feel about a particular topic. Sentiment analysis is widely applied to reviews and social media for a variety of applications.
- With the hire of Karen Watts as our digital innovation manager, we now have the ability to take the guesswork out of client sentiment. We can trace the production and diffusion of misinformation within a larger ecosystem, such as Twitter, to assess the impact of the for-profit sector on our client relationships. opinion mining or emotion AI, is the process of determining whether a piece of writing is positive, negative, or neutral. A common use case for this technology is to discover how people feel about a particular topic. Sentiment analysis is widely applied to reviews and social media for a variety of applications.
- https://www.csc2.ncsu.edu/faculty/healey/tweet_viz/tweet_app/
- We are essentially talking about content marketing. It costs 62% less than other traditional marketing initiatives while it generates three times as many engagements with clients. Source slideshare https://www.slideshare.net/EmilyReeves/stone-ward-digital-swagger-2014-content-marketing
- We are essentially talking about content marketing. It costs 62% less than other traditional marketing initiatives while it generates three times as many engagements with clients. Source slideshare https://www.slideshare.net/EmilyReeves/stone-ward-digital-swagger-2014-content-marketing
- What is a solution that could assist us with creating easy to digest information, take a proactive approach to client questions, make us more visible, and utilize data-driven sentiment analysis?
- https://neilpatel.com/blog/content-hub/
- We would essentially place ourselves in the path of our clients and potential clients without using social media as a platform. Our Theme would be Evidence. Become known as a resource that people want to tap into again and again. The hub is different from a website
- Famous brands create hubs to direct the conversation exactly how they want.
- We can control our own message and use the hub to share and post our own evidence We would offer advice from experts to help our clients get the answers they need quickly. We will be the experts behind the content. We will foster a feeling of community with the public. We will control our own message outside of social media. We can create “brand champions” for Extension and have guest bloggers and content contributors from our volunteers.
- We can control our own message and use the hub to share and post our own evidence We would offer advice from experts to help our clients get the answers they need quickly. We will be the experts behind the content. We will foster a feeling of community with the public. We will control our own message outside of social media. We can create “brand champions” for Extension and have guest bloggers and content contributors from our volunteers.
- We would essentially place ourselves in the path of our clients and potential clients without using social media as a platform. Our Theme would be Evidence. Become known as a resource that people want to tap into again and again. The hub is different from a website
- If we want to delve deeper into any of the topics covered I can create a Tech Tuesday or future social media training where we take a deep dive into some of these research takeaways.