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Enhancing Agricultural Extension with Internet-Based Mass Media: Strategies and Impact

This paper explores the integration of internet-based mass media, focusing on blogs, Twitter, and YouTube, in agricultural extension programs. David Doll of UC ANR discusses the potential of these platforms to improve communication, outreach, and professional development within the sustainable food systems sector. While traditional extension methods remain important, the study highlights how modern media can complement and enhance existing techniques, increase audience accessibility, and engage younger generations of farmers. The findings stress the importance of regular updates and timely content for effective audience engagement.

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Enhancing Agricultural Extension with Internet-Based Mass Media: Strategies and Impact

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  1. Internet Based Mass Media in Extension: Blogs, Twitter, and You…tube David Doll UC ANR Sustainable Food Systems October 11th, 2010

  2. Identified Region

  3. Current Extension DPR Credit Tech Illiteracy Traditional • Farm Visits • Phone calls/Emails/Mail • Annual Meetings • Newsletters • Magazines, Popular Press • Blog • Twitter • Youtube, Scribd, Wikipedia Builds County Support ID Collaborators People Skills Personally satisfying Easier, cheaper dispersal Brand ID Mass Media Great for PD Writing Skills Language Translation Current Events Modern Mass Media Potential Audience Accessibility Younger generation, new farmers

  4. Modern Mass Media • Blog (June, 09) • 184 entries, 132,541 page views • Twitter (March, 10) • Promotion, updates • - 221 Tweets, 126 followers • Youtube (May, 11) • Video Blog Entries • 5 videos, 1226 views • Scribd (June, 10) • Upload .pdfs, .ppts, and .docs • 26 uploads, 7,087 reads • Wikipedia (Open Source Encyclopedia)

  5. What is a “blog”? • A web log (blog) is an online tool occupies a space somewhere between static webpages and interactive social media formats • Contains “posted” articles • Usually in reverse chronological order with most recent posts on top • Early versions were essentially online journals or diaries • Kind of a hybrid between a newsletter and webpage, but allows for reader interaction

  6. The Almond Doctor: Some Perks

  7. The Almond Doctor: More Perks

  8. Why Google Blogspot? • Search engine market share • Google weights their hosted websites higher • Ease of use, apps, ownership of other technologies (Youtube, analytics, etc) • Go to the people…

  9. And the Survey Says…

  10. Other Web-Media: Youtube

  11. Other Web-Media: Scribd

  12. Other Web-Media and Promotion: Twitter

  13. Analytics: Measuring Impact?

  14. This All Sounds Too Good to be True… • Takes time • If not regularly updated, low traffic • Spend 4 hours a week for website and promotion • Answering emails, phone calls, and comments • Must be up to date with real issues facing clientele • Difficult unless program involves constant contact • DOES NOT replace traditional extension methods, but works synergistically • Not everybody learns by reading, some people dislike videos, some people do not have internet • Has not yielded any research collaborators

  15. Would I Do it Again? • Filled a void within almond production extension • Gives an online presence for UC, our research, our programs • Nice compliment to my extension program • Helps increase impact and outreach to new clientele, clientele without advisors

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