Over the hurdles: Barriers to social media use in Extension offices

Abstract

The research reported here explored the perceived barriers to social media use by Extension educators. Using a sequential mixed method approach, the research was composed of two parts. The qualitative study used interview data (n=27) from Wisconsin and New York Extension educators. The quantitative study gathered data from surveying Extension offices in New York State (n=42). We argue that key barriers to adoption of social media as an outreach platform include perceptions around time and control. Ultimately, we recommend that Extension educators receive focused, hands-on training to more efficiently and effectively use social media for education and outreach efforts.