One of Cooperative Extension’s most astute social media users, Dr. John Fulton, recently drove home a critical insight to me: that many of us beating the drums for rapid adoption of social media within Extension ranks are consistently missing the mark.
We talk incessantly about the critical need for adopting social media, but we’re not instilling our educators with the bigger picture.
Make no mistake about it: Many educators are yearning for this bigger picture. In dealing with budget crunches and a host of other challenges, they’re wondering why they should be making all this fuss about social media. Why should they stop long enough from all these other pressing demands to learn all this stuff?
Why? Because it’s not just about adopting social media. That’s important, yes, but the bigger issue is mastering this in order to become platform architects of the 21st century.
If Extension’s survival could be summed up in a word it’s that one — platform.
Adopting social media is a critical first step, but it’s only that — a first step. The end goal is building the most generative, open-source platforms of the 21st century. That’s what we’re missing.
Learning how to conceive, build and nurture these platforms is our charge for the foreseeable future. Equally important, we must learn how to collaborate among ourselves and our audiences to build these new platforms.
As one of our administrators aptly described it recently, much of this will involve learning how to “pull” instead of “push” — the reason why the old plan-and-push Extension model ultimately must be replaced with a new outreach model that underscores the value of active collaboration with our clients.
Detractors of this view undoubtedly would contend that we’re already in the platform-building business — that we were building platforms long before this term became fashionable.
I agree. Our predecessors built one platform after another — corn and tomato clubs, which begat 4-H; boll weevil eradication efforts, which led to everything from crops entomology and crops scouting to crop dusting and Delta Airlines. Decades ago, Cooperative Extension functioned as one of the most efficient and generative platforms on the planet.
We can lay claim to scores of platforms, some of which are still functioning today.
The problem is that our platform, the Cooperative Extension platform, is no longer generative enough to compete with the other platforms being built by other 21st century platform architects.
Simply put, our platform is failing to meet code — the building code of the 21st century knowledge economy.
We must retool our outreach methods to ensure that we’re up to this new task.
Policymakers and public intellectuals strongly emphasize the value of building technological infrastructure to ensure America’s competitive survival in the 21st century.
They have every reason for doing so. Technological infrastructure has contributed immensely to American economic and scientific leadership, but so has human infrastructure — the sort of human infrastructure that Extension educators routinely and unfailingly provided throughout the last century.
Yet, there is every bit as much need for human infrastructure — the sort of infrastructure Extension professionals routinely and unfailingly provided throughout the last century.
We Extension educators have immense potential for building human infrastructure in the 21st century. We can still serve a valuable role enhancing the connections that are being generated at breakneck speed by this emerging Web 2.0 technological infrastructure.
But reaching this potential will require a complete rethinking of how we develop and deliver our products.
It will require nothing less than learning how to ensure the most optimal conditions for intellectual exchange and innovation.
It will require nothing less than our learning how to become platform architects and builders of the 21st century.