Earlier this week I had lunch with a colleague who is in marketing for a publisher in the East Bay.  As we traded war stories and marketing strategies, my friend asked me - "Are you guys doing anything with social networking?"  I had to admit, I have no Tweed cred.

On the heels of this admission, I came across this latest 5 minute online video on the changing face of how people use the Internet.

Setting aside the cool soundtrack and the flashy graphics, what are the implications here?

The evidence is overwhelming that social media is a tsunami of change for how people interact socially.  Even President Yudoff tweets. But what are the implications for organizations like ANR?

• We should be concerned about what bloggers are saying about us. (Do we know what bloggers are saying about us?)
• Social media can be a powerful tool for organizations like 4-H and Master Gardeners that rely on volunteers and where there is a high level of social involvement.
• Units that play a role in disaster response (like fires and oil spills) or have breaking news can benefit from tools like Twitter.
• Organizations that post information frequently, or have changing information can benefit from RSS feeds.
• Tools like Twitter and Facebook can put a more human face on large organizations among certain demographic groups.

Social Media Marketer is one of the fastest growing job titles.  But is the use of social media as a marketing tool effective?

Once again, Jakob Nielsen has some answers with a study about the effectiveness of distributing content through social media and feeds.

It's an interesting study, and it points to the key issue with using social media for marketing - "business messages that appear in a context that is permeated by social messages."

Top annoyance?  Too-frequent postings -- marketing messages crowding out messages from your "real" friends.

RSS feeds were viewed as more trustworthy than social messages.

The study was conducted in two rounds, three years apart, so they were able to track changes in use over that time period - and the findings are surprising.

The summary as well as a link to the full report can be found at Nielsen's Alertbox site.

This presentation has crossed through my Inbox several times - so it's high time I passed it along.

Lee Rainie, Director of the Pew Internet and American Life Project has authored this presentation illustrating dramatic changes in the way people use enhancements now widely available such as broadband and wireless as well as developing technologies such as cloud computing.

She breaks down Internet users into users motivated by mobility and those who are not.

The smaller percentage (39%) is drawn deeper into Internet use by their mobile connections.  Mobility allows more frequent connections – and these users are more interested in online self-expression and networking.

The greater percentage (61%) is tied to stationary media.  Technology is peripheral, may have reached a plateau in their lives, and they are not being drawn more deeply into Internet use.

Within those two broad categories – are the 9 Tribes

Each “tribe” is explained - demographic make-up, motivators, and some fun facts about each.  More importantly, tips on how to reach each of these segments are outlined.  If you understand your client’s use of technology – this can be useful information in making your Web communications more effective with your target audience.

It’s a quick read – and worth a look.

The ANR I knew when I left on vacation at the beginning of September is radically different from the new ANR that is being shaped upon my return.

Our clients and stakeholders have many questions about our future - communicating clearly in times of change is critical.

The most important thing you can do is simple - keep communicating.

Don't shut down.

Now, more than ever, it's important to keep your Web sites current.

• Is your website up-to-date with changes in office hours, closure dates, and personnel changes?
• Use the talking points about the restructuring as a base for content about our new direction and what it might mean to your clients and stakeholders.
• If you're uncertain about the future - it's OK to say so.  Stay positive, but be honest.
• Is there an important meeting, such as a Board of Supervisors meeting, scheduled at which financial decisions about your UCCE office will be made?  List that meeting on your website. Avoid a direct call-to-action, but let people know that decisions will be made that affect the services they receive.

Our future is still in flux - so keep updating information as it is known.  Honesty and clear communication is key.

On a related note:

Many of you know that Thursday, US Agriculture Secretary Tom Vilsack announced the creation of the new National Institute of Food and Agriculture.  In Secretary Vilsack's prepared remarks he outlined the priorities for this new institute. 

"I want USDA science to focus most of its resources on accomplishing a few, bold outcomes with great power to improve human health and protect our environment:

• USDA science will support our ability to keep American agriculture competitive while ending world hunger. At a time when disruptive climate change threatens production of some of the world's staple foods, some of the biggest gains we can make in ending world hunger will involve development of stress-resistant crops.
• USDA science will support our ability to improve nutrition and end child obesity. At USDA we want to take the nutrition and food choice insights we have gained from our science to test out some new approaches to school lunches, breakfast and our other nutrition assistance and education programs.
• USDA science will support our efforts to radically improve food safety for all Americans. Each year in the U.S. alone, food-borne pathogens like E. coli kill 5,000 people and sicken 75 million more; the cost to the economy from these infections exceeds $35 billion.
• USDA science will secure America's energy future. President Obama has set ambitious but achievable goals for securing America's energy future from new domestic sources, including 60 billion gallons a year from biofuels by 2030. We plan to focus specifically on rapidly improving the amount and quality of plant-based feedstocks that will be the source of biofuels.
• USDA science will make us better stewards of America's environment and natural resources. We believe that research in this priority area will identify agricultural operations in the United States that, within 10 years, will be net carbon sinks."

ANR's initial strategic initiatives:

Sustainable Food Systems (SFS)
Endemic and Invasive Pests and Diseases (EIPD)
Sustainable Natural Ecosystems (SNE)
Water Quality, Quantity and Security (WQQS)
Healthy Families and Communities (HFC)

Pretty darned close if you ask me . . .

Let me collect my thoughts . . .