New Media Promotion & Tenure--2009

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