Virtual Volunteers: Expanding Extension's Reach with a National EMG Social Media Certification

As extension horticulture programs seek to use social media to connect or expand their reach with the general public, it should seem no different that EMGs could be helpful in using social media to reach the gardening public or service existing clientele.  Yet, who a volunteer represents (themselves or extension) is often blurred in social media since creating separate accounts or social media entities is often unrealistic. In some cases, volunteers are asked to manage group social media accounts on behalf of their local extension program.  In other cases, individuals may participate in online Twitter discussions as an individual, but may be unclear if or how they should represent the knowledge they share on behalf of extension. Recently EMG Coordinators gathered by web conference to discuss these issues.  One of the main ideas discussed was this: volunteers have other identities and responsibilities outside of extension, and extension has specific needs for extending research, credibility, consistency, reputation, control, and verification of research-based information. In both cases, simple, clear expectations, guidelines, support and reinforcment may help volunteers and extension become successful in understanding how to extend extension information through online social networks in a reputable and helpful manner. Thus, a task force was assembled to devise a way to equip local programs and volunteers with training and support resources that would meet the needs of both Extension and EMG volunteers. The task force identified several key training modules to be developed, specifically—what social media is;  social media identity and accountability;  social media etiquette and customer service;  writing for the web;  common social media platforms (e.g. Facebook, Twitter, Pinterest, YouTube); and anayltics and reporting.  A needs assessment was also conducted to understand which training modules,  desired training formats, specific social media platforms or tools, and type of skills would be most helpful for volunteers to attain through a National EMG Social Media certification program.