Extension audiences are turning to Internet-based media for information Extension professionals traditionally have provided them. In a qualitative study, we sought to relate the Internet-based media strategies of marketing professionals to the needs of Extension professionals to increase Extension professionals' success in using Internet-based media. Extension professionals can more effectively engage modern Extension audiences by implementing four strategies: knowing the research, knowing what makes audiences tick, making changes based on measurable data, and increasing the effectiveness of Internet-based media efforts.



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