2013 ASHS Annual Conference

As social media increases in popularity for distributing information and communicating with others, the traditional method of transferring information through print and workshops are now often supplemented or replaced by web-based outlets. In 2012, The University of Arizona, Fresh Produce Safety Program initiated a social media campaign as a method of distributing educational information while gaining recognition as a source for fresh produce safety (FPS) resources. A website, Twitter and Pintrest accounts, and Facebook and YouTube pages were developed to provide an alternative means to engage clients and communicate new information and ideas. The resulting social media campaign has proven successful in facilitating networking and client communication. One of the leading methods used to communicate information and ideas using social media outlets is through the incorporation of content specific videos. Three useful strategies to consider when creating credible videos include developing appropriate subject material, choosing appropriate lighting, and using innovative editing techniques. Subject matter is one of the chief considerations when creating a video and consists of determining a target audience, defining message outcomes, and selecting careful locations for shooting raw footage. For example, when videos are targeted for teenaged students, they tend to be fast-paced, are short duration, have limited vocabulary, and are fun. Videos that target adult learners are more medium-paced, have longer durations, and use a wider vocabulary. Planning subject matter also includes developing a concise script and selecting appropriate locations for videography. During the editing process, selecting appropriate music, creating clever graphics, or using software templates and lower thirds will embellish the video for a more polished and professional look. All video graphics should be coherent and match the theme of the video. Filters and scene transitions, that likely accompany editing software, can also make videos stand out. Finally, many videographers will note lighting intensity, direction, and angle when shooting raw video footage and that costly lighting equipment is not necessarily required for success. Subjects or background should be well lit and not overexposed and unnecessary objects should be excluded from the shot as they could be distracting. The combination of a great video and social media can be an operational outreach tool used by learning communities around the world, and for some, can be effective for learners that would be otherwise unreachable. Outreach efforts supported by USDA-NIFA-OREI Grant No. 2010-51300-21760.