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.
Northrop, Mr. Carey Andrew (author), Jamieson, Mrs. Katherine M. (author), Jones, Parker B. (author), Reilly, Mary A. (author), and Augst, Tyler (author)
Format:
Journal Article
Publication Date:
2022-06-16
Published:
United States: Clemson University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12602
6pgs, Michigan State University Extension (MSUE)’s annual conference, Connecting Entrepreneurial Communities (CEC), has served as a catalyst for entrepreneurial ecosystems across Michigan since 2012. Designed by MSUE for small towns, CEC has gained national interest as evidenced by the adoption of this conference model by four other Extension services. This article outlines the unique conference design, details the partnership between Extension and host communities, and explores conference evaluation data validating the need to continue this programming. Lessons learned and successes to date are provided to ensure readers learn the value this unique conference format has in Extension entrepreneurship programming nationally.