Van Mele, Paul (author) and Lessa, Helen Latifun (author)
Format:
Book chapter
Publication Date:
2005
Published:
Bangladesh
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C24692
Notes:
Pages 29-39 in Paul Van Mele, Ahmad Salahuddin and Noel P. Magor (eds.), Innovations in rural extension: case studies from Bangladesh. CABI Publishing, Oxfordshire, England. 307 pages.
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.
Stearns, Stacey (author / University of Connecticut)
Format:
Presentation
Publication Date:
2018-08
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09901
Notes:
Presentation at the Association of Communication Excellence (ACE) conference during the Agricultural Media Summit, Scottsdale, Arizona, August 4-8, 2018. 18 pages.
Hightower, Lisa (author), Carter, Hannah (author), Strickland, Rochelle (author), and Cannon, Karen J. (author)
Format:
Abstract
Publication Date:
2009-06-06
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 172 Document Number: C29134
Notes:
Presented at the international conference of the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences, Des Moins,Iowa, June 6-9, 2009.
