Striking a Balance with Social Media Use on an Uneven Playing Field

Abstract

Social media is now an integral part of Extension's communications and marketing strategies; however, it is an uneven playing field. While social media allows greater access to audiences and introduces Extension programs to new audiences, the social media companies also control the platforms and algorithms. The challenge is balancing the need to engage our audiences where they are with the lack of control Extension professionals have over the platform and how audiences access and use our content. This commentary includes a case study of an Extension Facebook page that Meta inadvertently deleted, and the repercussions the organization faced in rebuilding.