Social Media Usage in Ohio State ANR Extension Communication

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Date

2024-05

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The Ohio State University

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Abstract

Effective communication plays a pivotal role in organizational success, especially in distributing information and promoting services. This study analyzes the social media usage of Ohio State University's Agriculture and Natural Resources (ANR) Extension teams, to understand their communication strategies compared to national trends. Utilizing Berlo's Sender-Message-Channel-Receiver Model as a conceptual framework, the research team conducted a quantitative content analysis of social media platforms employed by 31 ANR teams. The findings reveal that while ANR Extension teams demonstrate a presence on platforms like Facebook and Twitter, their engagement rates and frequency of posting fall below national averages. Recommendations include enhancing ANR Extension's activity on platforms where they lack a consistent presence, like YouTube, while also exploring opportunities on emerging platforms like TikTok and LinkedIn. Aligning communication strategies with evolving national trends can enhance outreach efforts and improve engagement with stakeholders.

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Communication, Extension, Social Media, Agriculture and Natural Resources

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