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2. Building engagement in Facebook: A case study with Utah State University Extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Kesler, Kenna R. (author), Hall, Kelsey (author), and Spielmaker, Debra (author)
- Format:
- Journal article
- Publication Date:
- 2021-02
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12104
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 1
- Notes:
- 24 pgs., In order to stay relevant in an online world, Extension must properly use social networking platforms to effectively reach diverse audiences regarding agricultural and natural resource issues. However, few studies have focused on how Extension uses Facebook to effectively accomplish its goal. This study’s purpose was to explore how Utah State University Extension Sustainability uses Facebook to engage followers. The researchers conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used by the organization. Text-only posts and posts containing videos were utilized the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other Facebook pages in messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement. Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers’ attitudes toward Facebook content can provide a deeper understanding of the audience’s thought processes and content preferences. Page administrators should craft engaging content that builds community among followers.
3. Comparison of extension personnel and supervisor perceptions of communications activities
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Bowman, Brittany (author), Settle, Quisto (author), North, Elizabeth Gregory (author), Lewis, Kerri Collins (author), and Oklahoma State University Mississippi State University
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10159
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(4)
- Notes:
- 18 pages, via online journal, Extension is often called the “best-kept secret” having low awareness with the public but high satisfaction with clientele. Extension services nationwide have faced budget cuts, creating a need for the organization to re-evaluate its activities, including how it communicates with its stakeholders. While Extension personnel are the ones who will do most of the communicating, their supervisors impact the personnel’s actions, which means it is important to assess both groups. A survey was conducted with Extension personnel and their supervisors in Mississippi assessing engagement in communications activities and perceptions of those activities, as well as personnel’s preference of professional development activities. Personnel reported higher use, comfort, and importance of more traditional (e.g. making a speech) and written activities (e.g. writing a promotional handout) than media-relations activities (e.g. being interviewed for TV), social media-related activities (e.g. managing a Twitter account), and visual communication activities (e.g. graphic design). Supervisors perceived individual communications activities as less important overall than personnel did, and although supervisor and communication scores for use and comfort/capability were similar for most communication activities, there were noticeable exceptions. Additionally, personnel preferred professional development activities that were hands-on or showing the activities first-hand (e.g. demonstrations and field days). Future research should be expanded to other states, conducted in a case study format to study specific relationships, and involve qualitative components. Extension should ensure clear supervisor-communication dialogue on prioritizing communication activities, provide training on communication activities with low use and comfort, and utilize early innovators who are comfortable using newer communication activities.
4. Managing Extension's internal brand: employees' perceptions of the functions and descriptors of Extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Settle, Quisto (author), Baker, Lauri M. (author), and Stebner, Scott (author)
- Format:
- Journal article
- Publication Date:
- 2016
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 156 Document Number: D07424
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 100(2) : 43-56
5. Printing and mailing for the brand: An exploratory qualitative study seeking to understand internal branding and marketing within University and Extension communication services units
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Zagonel, Anissa (author), Baker, Lauri M. (author), King, Audrey E.H. (author), and Kansas State University Oklahoma State University Association for Communication Excellence
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10433
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(2)
- Notes:
- 15 pages., Via online journal., Investment of employees in a brand can lead to greater public understanding and positive impressions of a brand by external stakeholders. However, this can be challenging in public organizations with multiple brand segments and a large number of employees spread across great distance with limited funds for marketing. While previous work has looked at Extension agents, faculty, and volunteers’ brand perceptions, no studies have looked at communication services employees’ investment in the brand. The purpose of this qualitative study was to discover how well employees in a university and Extension printing and mail entity understood the Extension brand and their investment in the brand. Research questions that guided this study were: 1) What perceptions and investment do communication services employees have in the Extension brand? And 2) what are employees’ perceptions of the organization’s branding and marketing efforts? Each of the 18 interviews included a series of questions focusing on employees’ story related to Extension and employees’ thoughts on branding and marketing efforts. Results in this study with communication services employees indicate these employees are not invested in the brand with the majority having little to no understanding of the mission of Extension. This contradicts previous research with employees in other brand segments of Extension. Implications of this work include a need for training on the Extension mission for communication services employees, a shift in culture to encourage investment in the brand, and inclusion of all Extension employees in the mission of Extension.
6. Tackling structures and format - the "great unknown" in professional blogging
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Roberts, Owen (author) and Evans, Jim (author)
- Format:
- Journal article
- Publication Date:
- 2015
- Published:
- International
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 141 Document Number: D06138
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 99(2) : 6-14
7. Talking Plants: Examining the Role of Podcasts in Communicating Plant Pathology Knowledge
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lim, Melissa (author) and Swenson, Rebecca (author)
- Format:
- Journal article
- Publication Date:
- 2021-05
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12198
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Volume 105 - Issue 2
- Notes:
- 27 pages, Extension programs must constantly evaluate communication plans and platforms to determine if they are worth the investment of time, money, and resources. Podcasts are growing in popularity as a communication platform for education and entertainment. With the VARK model of learning styles and core plant pathology concepts as a guide, researchers evaluated the prevalence and type of plant pathology information in podcasts to better understand how podcasts could benefit Extension plant pathology programs. Using keywords related to plant pathology, researchers searched popular mobile podcast listening applications and evaluated relevant podcast episodes using content analysis methods. Results indicated few podcast shows discuss plant pathology topics. The podcast shows identified, however, covered eight fundamental units of plant pathology knowledge: basics of plant pathology, plant pathology techniques, biology of plant diseases, biology of plant pathogens, management of plant diseases, influence of the environment, other causes of plant disease symptoms, and importance of fungi. Results suggested that podcasts can effectively communicate different types of plant pathology information to audiences. Plant pathology Extension programs can utilize the findings of this study to create new plant pathology podcasts that meet the changing needs of plant pathology Extension clientele. It is worthwhile to further explore the use of podcasts in plant pathology Extension programs.
8. The Food Factor: Perceptions of the brand
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Brubaker, McKayla (author), Settle, Quisto (author), Downey, Laura (author), Hardman, Alisha (author), and Oklahoma State University Mississippi State University
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10246
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(3)
- Notes:
- 19 pages., Via online journal., Mississippi residents were surveyed to determine their perceptions surrounding the The Food Factor brand. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, diet, and healthy lifestyles. A researcher-developed survey instrument was used to collect information using Qualtrics. The sample consisted of a representative sample of 404 Mississippi residents over the age of 18. Nonprobability quota sampling was used to examine population segments related to sex, Hispanic vs. non-Hispanic populations, and other racial demographic segments. The respondents were asked about their use and awareness of The Food Factor, where they were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency, perceptions and skills learned related to watching The Food Factor, and their nutrition-related behaviors. Non-viewers were also asked about their perceptions of The Food Factor between branded and non-branded The Food Factor episodes. This study found the The Food Factor brand lacked brand recognition and recall. However, the respondents had a slightly positive perception of the brand. Overall, this study could not conclude that branding of the episodes was making a difference in non-viewers’ perceptions, despite the fact that many previous studies have identified branding as an important strategy in social marketing. Recommendations include a consistent and increased use of the brand, such as subtitles or logos, and future research on the use of branding in social marketing program, social marketing in Extension, and the role of branding in mass media programs.
9. The spirit lives on: communication seminars as a surprisingly hardy, valuable, and promising heritage of NPAC [National Project in Agricultural Communications]
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Byrnes, Kerry J. (author) and Evans, Jim (author)
- Format:
- Journal article
- Publication Date:
- 2016
- Published:
- International: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D06792
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 100(1) : 92-104
10. Viewer perceptions and preferences for Farmweek
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Brubaker, McKayla (author), Settle, Quisto (author), and North, Elizabeth Gregory (author)
- Format:
- Journal article
- Publication Date:
- 2016
- Published:
- USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D08167
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 100(4) : 6-16