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Evaluating Social Media Activity in Extension Educational Programming

Presenters:  Sarah Baughman, eXtension Evaluation & Research Leader, Virginia Tech and Brigette Scott, eXtension Military Families Learning Network Evaluation Specialist, Virginia Tech

Social media has quickly become an important tool for Extension professionals to reach new and existing audiences, to increase engagement with clients and to leverage diminishing resources.  However, it can be challenging to translate traditional evaluation and reporting emphases, such as engagement and impact, to the social media context.  This session will situate social media in the context of program evaluation and present examples of social media evaluation in Extension programming.  Dr. Baughman will discuss quantitative methods and tools for incorporating social media as part of a program evaluation. Dr. Scott will discuss the role of qualitative evaluation methods in social media, and provide examples of uses, processes, and implications from her qualitative work within eXtension social media programs.

This webinar is sponsored and hosted by the National Association of Extension Program and Staff Development Professionals (NAEPSDP). For more information on NAEPSDP, please visit our website at http://naepsdp.tamu.edu/

Carrie Stark (Guest)

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About the Extension Foundation

The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology 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 useat extension.org/terms.

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