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This is a model for developing promotion and tenure in universities with an emphasis on new media and an emphasis on outreach and engagement activities. Specific suggestions are offered to developing narratives and collecting metrics for making the case for the quaity and innovativeness of the work.
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DEPARTMENT OF HUMAN & COMMUNITY DEVELOPMENTCOLLEGE OF AGRICULTURAL, CONSUMER AND ENVIRONMENTAL
SCIENCESUNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN
Guidelines for New Media
Promotion & Tenure Expectations and
Metrics:
A ProposalRobert Hughes, Jr.
Department Head & Professor
My Job Description 1982
12 News Releases 40 Meetings
Objectives
In an era of new media how do we…
Define Job Expectations Measure Performance Define Criteria for Promotion &
Tenure
Extension Job Expectations
(over the past 100 years)County agents and state
specialists should be able to teach… In meetings and demonstrations (1914- By developing print materials (1914- Using radio (1920- Using television (1950- Using telephone conferencing (1980 – Using computers (1985- Using the web (1995- Use social media (2003-
Current Job Descriptions Utilize all available media sources, including print and
electronic versions of newsletters, electronic mail, the internet and other advancing technology, to communicate with staff and others, and to provide information to clientele.
Utilize a variety of educational strategies to implement educational programming. Examples include informal classes, presentations, media, volunteers, demonstrations, experiential learning, distance learning and group facilitation. Communicate effectively, both orally and in writing, with individuals, groups, and through mass media.
Radical Shift in Job Expectations
Priority on New Media Strategies Outreach and Extension work
will shift: From news releases to broadcast
strategies From meetings to engagement
strategies Programmatic Approach
Broadcast Strategies
One to Many Brief episodes of learning
Broadcast Strategies
From one to many— Websites
Ask the Expert FAQs
Email newsletters Podcasts Video presentations SMS (short message service) Tweets (microblogging)
Engagement Strategies
Many to Many In-depth learning experiences Expected to last an extended
period of time Often involve community
building
Engagement Strategies
Many to many– extended learning opportunities and communities Blogs, wikis Online courses Games Listservs/Bulletin boards Social network-based
communities/sites Simulations Participatory virtual communities
Public Plus Professionals
Public and professional clients Broadcast to general public Broadcast to professionals Engagement of general public Engagement of professionals
Educational Program Strategy
An integrated set of broadcast and engagement strategies involving both professionals and the general public that address an important problem in a systematic way.
Example Program Strategy
Broadcast to Public E-newsletter, website
Engagement with Public Social network discussion
Broadcast to Professionals Website
Engagement with Professionals Online course
discussion
1. What activities are missing?2. What activities don’t fit into this
framework?
Some Puzzling Activities
Technical problem solving– (working between content & technical people)
Educational design roles Educational strategy innovation Editors
Evaluating Performance
Client Participation How many does it reach?
Client Satisfaction Do people care?
Client Impact Does it make a difference?
Client Participation Metrics
Broadcast Downloads, Page views, Unique
visitors, Number of subscribers, Geographic reach
Engagement Number of participants, Length of
engagement, Number of participant contributions, completion rates
Client Satisfaction Metrics
Broadcast Repeat users, Depth & Length of
Participation, Number of links/citations, Bounces, Participant ratings of Satisfaction/Helpfulness (user-generated authority)
Engagement Participant ratings of
satisfaction/helpfulness, repeat participants, Loyalty measures
Client Impact Metrics
Broadcast Meets objectives (e.g., “Did you find
this information helpful?” “Did this answer your question?”)
Engagement Immediate post-engagement
assessment of “meets objectives” Follow-up assessment of knowledge
& behavior change (logic models fit here.)
discussion
What is missing in this discussion of participation, satisfaction, & impact metrics?
What do you measure that isn’t in this framework?
Criteria for Promotion & Tenure
Programmatic Strategy Work products/Extension
products Quality Indicators Innovations
Program Strategy Description
An integrated set of broadcast and engagement strategies that address an important problem in a systematic way. Document the development and
trajectory of the activities & products How the strategies for public and professional
audiences evolved. Participation, satisfaction & impact evidence
that provides results.
Documenting Work
Descriptions of significant new media roles
List of products & activities in a common reference format (APA style; MLA style)
Quality Indicators
Broadcast & Engagement Metrics (participation, satisfaction, impact)
Recognition, awards, valued links/citations, prestige of commentators/participants, invitations (including online); quality of the publisher/site. (See Jensen, 2007 for additional ideas)
Innovation Indicators
New audience Unique product Extensive participation and/or
impact Unique delivery strategy/model New partners
Advancing these ideas
Frame your work in broadcast/engagement terms
Roles for senior faculty– advocate for new job descriptions/evaluation criteria with new media at the core
Collect your own new media metrics
Foster peer review of new media activities
Promote these ideas at professional societies and with colleagues
Some things that will help
Development of prestigious online repositories and professional venues
Enterprise-wide delivery platforms structured around the broadcast/engagement framework
Customizable tools for collecting participation, satisfaction, & impact metrics
Share metrics/indicators with public/colleagues & move to standardization