The 2012 ASHS Annual Conference

The EMG program is conservatively estimated to have over 94,000 volunteers nationwide. The Consumer Horticulture National Committee (CHNC), which provides national leadership for the Extension Master Gardener (EMG) program, has led a social media effort which aligns with three of the CHNC’s objectives: 1) facilitate sharing of Extension Master Gardener volunteer project implementation, successes, and learning experiences across state lines; 2) promote national communication and distribution of research-based horticultural information between Extension Master Gardeners and the public; and 3) enhance national recognition and support for the Extension Master Gardener program by utilizing a national logo and encouraging communications through a national website. In April 2010, the Extension Master Gardener (EMG) Blog published its first blog post. Shortly after, organizational Twitter and Facebook accounts were launched in an effort to increase awareness of the blog and cooperative extension horticulture resources, earn return visitors, and facilitate engagement and learning opportunities for EMGs. Through the past several years, the blog, Facebook, and Twitter have grown in contributors, collaborators, comments and conversation. This growth is being explored using a variety of tools, such as Google Analytics, Facebook Insights, Tweetreach, and other social media measurement services. No one social media measurement tool has been employed, but a variety of tools, measures, and tactics have been structured to align with the some of the primary objectives of this social media effort.  Through the use of this evaluation plan, project leaders have been able to fine-tune or identify specific milestones and checkpoints, expand reach and engagement opportunities to specific demographics, direct future educational offerings based on interests and needs, and increase awareness of ways to facilitate advocates and supporters through these social networks.