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SOCIAL MEDIA AND COMMUNICATIONS FOR THE 21ST CENTURY—Jacquelyn AskinsUniversity of Wisconsin-Extension, Cooperative Extension
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What do we mean by “social media”? Web-based and mobile technology used
to turn communication into interactive dialogue
Social media are: Low-cost Easily accessible Wide-reaching Immediate
Platforms like Facebook, Twitter, blogs
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Social media functions
Engage Form relationships Share content Social media may be a new term, but the
theories and fundamentals behind it are not
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Blogs
Platform for long form text, documents, photos, video
Searchable archives for documents, press releases, reports
Often include links to other blogs, websites and resources
Sometimes a supplement to a static website
Also sometimes used to create static websites
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Wisconsin blog examples
News from Cooperative Extension Making a Difference
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Micro-blogging service Messages are limited to 140 characters
Twitter users “follow” each other to receive updates
Users often post links to other websites and resources
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Twitter examples
UW-Extension ANRE Cooperative Extension
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Social network with more than 500 million active users
Members can join networks and communities
Businesses can communicate with users through Pages
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Wisconsin Facebook examples UW-Extension, Cooperative Extension UW-Extension Family Living Programs Wisconsin 4-H Youth Development UW-Extension Community, Natural
Resource & Economic Development
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User demographics – Facebook 500 million users 37% of users are 35+ years old More than 250 million users access
Facebook through mobile devices 40% of users follow a brand
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User demographics – Twitter 106 million users 53% of users are 35+ years old 40 million users access Twitter through
mobile devices 25% of users follow a brand
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Opportunities in social media Communicate with broad audiences Highlight and enhance work Amplify message Control over information
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Engaging audiences
Social media can reach large numbers in a short time
New, broad groups Engages old audience in new ways Administrative benefits
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Highlighting our work and amplifying our message Opportunity to share media mentions Emphasizing university research
connections Promote awareness of colleagues’ work
around the state
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Control over information
Reliable platform for posting news Information shared on organization’s
timeline Immediacy
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Perceived challenges – Social media survey Loss of control over brand Social media learning curve Internet connectivity issues Increased staff time commitment Decreased personal connections
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Challenges in Wisconsin
Finding new content Participation from other staff Numbers of followers Interactions on pages
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Last points
Our social media sites are constant works in progress
Social media is just PART of a larger communications strategy
“Like” us on Facebook! Questions?