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.
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.
Mike, Moses R. (author), Rampold, Shelli D. (author), Telg, Ricky W. (author), Lindsey, Angela B. (author), and Association for Communication Excellence (ACE)
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11303
15 pages., via online journal, Crisis communication plays a significant role for the different audiences for which it is designed. Hurricanes and other disasters have resulted in major economic damage and disruption of social norms for extended periods of time in communities across the globe. In such circumstances, the Cooperative Extension Service is often called to take an active role in preparation, response, and recovery. As part of the local emergency management team, local Extension offices are positioned to provide a research base, relevant information, and faculty. As such, citizens often look to Extension faculty members for emergency resources and expertise. However, standard communication methods can be significantly affected in disaster situations. Further, difficulty to fully anticipate such effects can limit Extension’s ability to communicate with targeted audiences and deliver important information. This descriptive study was conducted to examine Florida Extension offices’ and Extension faculty members’ communication efforts and effectiveness during the 2017 hurricane season. The primary methods used by respondents to communicate with subject matter clientele were email, face to face, and phone; the primary method used to communicate with the public was the internet/web. Respondents felt clientele and the public were only moderately aware of Extension’s efforts during the hurricane season. Future research is needed to investigate Extension faculty members’ choice of communication channels, as well as the ability of these channels to convey information to clientele and the public. Future research should also examine the communication channels and information sources used and preferred by clientele and the public during disasters. Such results should be compared to the findings of this study to inform future practice for communication in disasters.
