Past and Present - Changes and Similarities

On my way into work this morning I was reflecting on one of the projects I've undertaken in the past couple months - thinking about ways to use social media to increase marketing of Extension programs. A little over 10 years ago, when I moved to the Purdue campus, the charge was to figure out how to deliver extension programming in an online environment that would meet needs and enhance relationships with Extension clientele.

Ten years ago I was focussed on the educational programming. Today I'm looking at programming across the state and more from the marketing perspective. Although, because of my background, I'm thinking too of how as an educator I would utilize today's tools to focus on building relationships with the clientele.

It is interesting to see the number of states and programs as well as individuals out there utilizing social media in Extension so I pay close attention to what they are doing. In addition, I've been looking at what commercial businesses are doing. I believe social media tools have increased our reach in terms of the number of people we can interact with as well as their geographic dispersal. While some people think Extension boundaries match those of the county or state, those boundaries do not exist in an online environment. Many extension programs are becoming more specialized so opportunity to interact with others outside those man-made boundaries may be crucial in providing the educational content to meet a particular client's needs. Further, because the amount of educational programming being delivered in an online environment continues to increase, access to that programming can be convenient regardless of geographic location. As I've been following other states, primarily through their Twitter posts, I've been interested in seeing the types of programs and approaches they are taking. I think this interaction can only strengthen relationships in Extension nationally and internationally and guide us in improving our programming. The interaction provides a type of virtual, continuous professional development opportunity to those that are engaged.

As our reach is increasing, so also are our networks and our opportunity to facilitate the development of virtual communities. I've been hearing a lot about #AgChat lately, although I have another obligation on Tuesday evenings that prevents my participation. (I have been following their tweets.) This appears to be a virtual community based on a common interest in agriculture. They entertain "speakers" who can share with the group and facilitate and encourage group discussion. It sounds a lot like some of the night meetings on specific topics I used to host as a county educator many years ago, but with a lot more convenience and sources of ideas that may be international, and are at least national in origins rather than just lcoal, providing a wider range of diversity in approaches and ideas. This virtual "community" becomes very real in terms of opportunity for educational programming, discussing key issues and identifying potential solutions.

So, in a nutshell, although the tools and capabilities have changed, the primary focus for Extension programming remains on development of relationships. Because of the tools, the nature of those relationships has changed and the definition of a community has greatly expanded. The quality and relevance of the educational programming remains important but the mode of delivery has changed.