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.
Whitaker, H., Leggette, H. R., & Barbeau, S. (2018). A Marketing Standpoint: What Marketers Can Teach Extension Professionals About Internet-Based Media. Journal of Extension, 56(6), Article 24. https://tigerprints.clemson.edu/joe/vol56/iss6/24