Methods for Extension personnel to engage clientele are developing rapidly. Social media and online content are used by eXtension members to generate information and deliver it quickly. These methods are found useful by information consumers; however, many universities fail to adequately address them in the promotion and tenure process. Engaged eXtension members understand the importance of using digital methods, yet career value of the effort is unclear. This ambiguity has caused participation issues within eXtension Communities of Practice. A new examination of how Extension content is valued by the consumer and by colleagues within the academic arena is warranted.

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