Utilizing Technology to Reach Diverse Audiences

By Terrence Wolfork

In a recent webinar entitled “Utilizing Technology to Reach Diverse Audiences”, presenters Anne Adrian, Terrence Wolfork, and Yolanda Surrency, promoted the use of smartphones as just one way that Cooperative Extension could extend its reach to reach Hispanic audiences. Hispanics are the fastest growing demographic in America, currently accounting for approximately 17% of all Americans with a future projection to reach 24% by 2025. While their ownership of desktop computers (72 percent Hispanic, 83 percent White), is lower than Whites; their ownership of smartphone, (49 percent Hispanic, 46 percent White) is more than Whites according to a Pew Research Study. The same study also states that Hispanics assess the internet at a higher percentage than Whites (76 percent to 60 percent), and use social media sites at a higher percentage than Whites (68 percent to 66 percent). So if you have a desire to expand Cooperative Extension’s reach, here is just one tip on how to utilize technology to reach the Hispanic audience.

• Enhance your outreach efforts through the use of social media. Social Media is not just another communication technique. The traditional Extension communication technique is one way, resource intensive, and subject matter expert focused. Social Media offers Cooperative Extension the ability to enhance client participation and to disseminate information quickly to a growing Hispanic audience who may not know what Cooperative Extension is. Like any communications technique however, social media is not a one size fit all, but rather the focus of Cooperative Extension should be to utilize the social media application that their clients are using.
   
  As stated, 68 percent of Hispanics use social media sites; however this category differs across language demographics of Hispanics. English is the dominant characteristic in usage of social media sites with 60 percent of Hispanics saying they use English mainly. This leaves an opportunity for Cooperative Extension to reach the additional 40 percent of Hispanics by hiring a bilingual specialist/agent to assist in new communications techniques to not only the Hispanic audiences, but to our existing Cooperative Extension personnel as well. Cooperative Extension has to change focus from the workshop being taught to one of focusing on the learner. This constructivism mode of learning can be replicated to not one particular demographic, but to any demographic allowing new Extension programs to be more flexible and adaptable to meet the needs of the clientele.

This is just one tip on how Cooperative Extension can utilize technology, specifically social media, to reach the Hispanic audience. Post some of your thoughts in the comment section below. Our next blog will focus on another technology and communication technique to reach the Hispanic audience.