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Chapter 13 - Extending Extension’s Outreach and Engagement with Social Media

A Case Study with an Integrated Media Campaign

from Part III - Looking Ahead: Emerging Issues and Trends

Published online by Cambridge University Press:  28 March 2024

By
Jemalyn Griffin  and
Holly Hatton
Edited by
Maria Rosario T. de Guzman  and
Holly Hatton
Maria Rosario T. de Guzman
Affiliation:
University of Nebraska, Lincoln
Holly Hatton
Affiliation:
University of Nebraska, Lincoln
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Summary

Extension’s charge has long been to extend research, information, and innovative strategies and programs from Land Grant University and research centers. Extension is working in an era of digital communication where social media is evidencing extraordinary growth. Most adults in the United States now report accessing information from social media platforms. As such the use of social media and technology in Extension is rapidly becoming a necessity. As Extension has served as a trusted source of information for over a century, it is currently facing a time of transition to explore how to effectively use technology to reach audiences. This chapter explores current trends in digital communication and highlights the ways that Extension can create and deliver information using social media. We propose intentionality in strategies and factors to consider when engaging via social media. Finally, we pose questions regarding Extension’s continued relevance and possibly changing role in considering the rapidly shifting information landscape.

Keywords

Social media useGeneration Ztechnologydigital communicationoutreach
Type
Chapter
Information
Extension Education and the Social Sciences
Uplifting Children, Youth, Families, and Communities
 , pp. 267 - 285
Publisher: Cambridge University Press
Print publication year: 2024

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