year-long statewide social media campaign

Tweet This: A Year-Long Statewide

Social Media Campaign for the Smith-Lever Centennial

Erik Anderson, Shane Jackson, Kaitlin Moroney, Diane Noel

University of Idaho

ACE Conference | Portland, Oregon

June 25, 2014

U-Idaho Extension’s Statewide Social Media Campaign

• Year-long campaign– Smith-Lever Centennial (catalyst)

• Campaign objectives:– Establish and expand U-Idaho Extension’s social

media (SM) presence– Promote SM adoption by U-Idaho Extension faculty,

staff, and county offices– Implement consistent branding on existing and new

SM sites– Build SM capacity across U-Idaho Extension

Social Media Campaign – In a Nutshell

• Project team (Ed Comm & Ag Education)• Five Extension faculty “content generators” to

create & gather content covering: – Crops– Health and nutrition– Livestock– Small acreage farming and local foods – Youth

Project Team

Shane Jackson Kaitlin Moroney

AmandaSchachtschneider

BillLoftus

DianeNoel

ErikAnderson

Social Media Campaign – In a Nutshell

• Conducted social media training sessions:– Webinars: December 2013 & January 2014– Workshops at U-Idaho Extension annual

conference• Developed social media support materials:

– How-To Guides– “Social Media Monthly” e-newsletter

• Held monthly conference calls with content generators

U-Idaho Extension’s Statewide Social Media Campaign

Why?

Social Media Campaign –Preliminary Results

• U-Idaho Extension SM presence– Facebook, Twitter, Pinterest

• Increased SM usage across U-Idaho Extension system:– 58 Facebook pages– 46 Twitter accounts

• Improved branding alignment• Increased experience & expertise

Social Media Campaign – So Far

• Challenges:– Limited SM

experience– Lack full-time SM

administrator– Silos in Extension– Will “content

generators” continue?– Need more and better

content!

• Lessons Learned:– Improve planning– Develop more clearly

defined roles & distribution of responsibility

– Involve more Extension Specialists

– Need more and better content!

U-Idaho Extension’s Statewide Social Media Campaign

Questions or Comments?eanderso@uidaho.edu

@ErikTAnderson