Social Media Demographics for Extension

Sarah Baughman, Ph.D.eXtension

@programevalsarahbaughman@extension.org

Laurakidd.co.uk flkr creative commons

It is particularly concerning that younger people – Extension clients of tomorrow – are the least likely to be familiar with Extension. It is crucial to take steps to improve Extension relevance among younger people. ~ Copernicus Study

Facebook71% of online adults

useusage among seniors

increasingwomen more likely

then menTwitter

18% of online adults use

adoption rates high among young adults and African- AmericansInstagram

17% of online adults use

increases from 18-29 year olds (37% use)

increases from African Americans (34%)Pinterest

21% of online adultsdominated by

womentend to be affluent &

educatedLinkedIn

22% of online adultstends toward

affluent, educated and older users

5

Social Media in Extension

• Marketing / Building the Brand• Programming• Social Learning• Professional Development – building

personal learning networks• Relevance• Building 21st Century skills in

employees and clients