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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Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.


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