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Challenges in Evaluating Social Media

Social media (YouTube, Facebook, Twitter, etc.) can be used to engage and communicate with Extension clientele in new digital ways. And in many ways, they are a means to an end, and not the end in and of itself. Social media allow Extension educators a way to connect with clients, determine their needs, determine the best ways to provide educational materials in a digital environment, and evaluate educational materials. From an evaluation perspective, the success of a social media campaign is determined more from an engagement perspective than from an outcomes perspective. In this session, several online applications and approaches that can be used to determine social media engagement success, and the challenges we face in using them, will be presented and discussed.

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This website is supported in part by New Technologies for Ag Extension (funding opportunity no. USDA-NIFA-OP-010186), grant no. 2023-41595-41325 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or the Extension Foundation. For more information, please visit extension.org. You can view the terms of use at extension.org/about/terms.

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