7 pages., Article # 2RIB2, Via online journal., To assess small rural retailers' use of social media and the role of social media in their business sustainability, we conducted focus group interviews with small business owners/managers from rural communities in a midwestern state. Participants revealed strong interest in social media, especially for use in sales and marketing. However, their engagement in social media was limited due to lack of knowledge and resources (i.e., time, human resources, financial resources, effectiveness measurement) related to developing and updating content. On the basis of these findings, we examine implications for Extension professionals and outreach educators regarding social media needs and programming for small rural businesses.
pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.
9 pages., Article # 1RIB10, Via online journal., Millennials have different investing knowledge and behaviors than generations in the past. Moreover, as compared to baby boomers, millennials have more debt and less wealth to invest. We used current literature and information collected from Extension educators to explore the values, investing behaviors, learning styles, and loyalty attitudes of millennials. We also examined and evaluated investment resources that had been created or adapted by four Extension faculty members across the nation. A proposed framework with suggestions for future research is provided.
5 pages., via online journal, The growth of community gardens has created new opportunities for urban Extension personnel at a time when staffing resources continue to decline. To serve the integrated pest management (IPM) needs of community gardening populations, Extension educators in two urban counties developed an on-site program involving a demonstration kit and planning protocol that Extension educators, program staff, and master gardener volunteers can use to teach IPM. The program provides practical, research-based information to community gardeners, allows Extension to maintain a presence in urban centers, and provides outreach to audiences who may not have used Extension resources historically.
6 pages, article 2TOT7, via online journal, It is not enough to simply post text in social media messages. Tweets with images garner three times more engagement, such as through likes, retweets, follows, clicks, and comments. Social media messages without accompanying visuals are a missed opportunity. This article describes 10 simple tools and accompanying techniques for creating attractive graphics and videos for use with social media: Canva, Paint, Piktochart, grayed out images, hand-drawn sketches, stock images, personal photos, PicCollage, GIFs, and Boomerang. Visuals should be copyright free and fit the content of a post. Time can be saved through repurposing existing images and videos for use in social media content.
