22 pages, via online journal, Traditionally, 4-H agents have been communicating with stakeholders through newsletters; either in print or online. 4-H agents have used social media as an additional tool to communicate with their stakeholders since its introduction. Social media communication can help maintain or increase stakeholder involvement in the 4-H program because a large percentage of the population is active on social media. Using Uses and Gratifications Theory and Diffusion of Innovations Theory as frameworks, this study sought to determine how Florida 4-H agents engaged with their stakeholder audiences using social media, and vice versa. The uses and gratifications motivations for engaging in media were used to understand what motivations were used to engage their audience and what type of posts (according to motivation) stakeholders were engaged in most. The diffusion of innovations innovation-decision process helped to understand the audiences’ decision to engage in posts dependent upon the motivation used. The results of this study concluded the selected 4-H programs differed in the content that they posted but the 4-H stakeholders did not differ in how they engaged in their respective programs posts.
Via Online Journal, Extension is challenged with meeting the needs of a variety of stakeholders. As the country becomes
more urban, Extension may need to adapt programming to reach new clients. Having an
understanding about what, when, and how urban food producers gather information is important
to address their needs. Information that is relevant, up-to-date, and meets clients’ needs, enables
their ability to adopt new ideas and innovative technologies, providing more opportunities for
success. A mixed-method research design explored the information needs and information-seeking
behavior of urban food producers in Columbus, Ohio. Urban food producers in this study most
needed information to increase food production. Respondents preferred to receive information
from the Internet and other electronic media over conventional information sources. This group of
urban producers trusted information from university and Extension sources, but expressed mixed
opinions about their personal experiences with OSU Extension.