Tag Archives: catalysts

Video Version of “A Social Media Call to Action” Now Available

If you’re a frequent visitor to this site, you are familiar with one of my overriding professional preoccupations: that the techniques Cooperative Extension educators once used to dominate the knowledge landscape — face-to-face encounters and traditional print and broadcast media — are being replaced by a new information order in which online sources of knowledge accessed literally at the speed of light out compete everything.

The availability of so much information explains why we are being shoved off the turf we once considered exclusively our own.  And here’s the really scary part: We face the real risk of extinction unless we learn how to operate effectively within this increasingly crowded landscape and in ways that distinguish us from tens of millions of others.

There is a place for Extension educators in this new 21st century information order, but only if we transform ourselves into engaged, networked educators — people who not only inspire their clients but also help them learn and adapt within this radically new world and flattened knowledge landscape.  We must become fully engaged, fully networked educators who use social media to disseminate knowledge to much larger audiences and to develop two-way, reciprocal relationships with those audiences.

This video, which serves as a companion piece for the Alabama Cooperative Extension System’s online publication, “A Social Media Call to Action,” is an appeal to Extension educators everywhere to undertake the requisite steps to transform themselves into the 21st century educators they must become, not only for the sake of their clients but also for their organizational survival.

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Seven Reasons Why We Need Cooperative Extension in the 21st Century

Excuse the hyperbole, but I originally titled this “Seven Reasons Why Extension Will Survive and Thrive (and Possibly Even Save the Planet) in the 21st century.

I admit that would have been a tad too rhetorically overblown, but there is a ring of truth to it. Despite these looming budget cuts, despite all this talk of Extension having passed its prime, I still believe that we not only will survive in the 21st century but also carve out a lasting presence that not only will enrich millions more lives but also help make the world a safer, greener, happier place.

Here are seven reasons why:

1. We are Sustainers

Sustainability is taking on new meaning.

Many of the nation’s governors are using it to underscore in these lean fiscal times why Americans must become good stewards in all facets of their lives.

One example: Tightening budgetary restraints on the U.S. healthcare system are prompting more Americans to adopt lifestyle practices that safeguard against chronic disease.

Meanwhile, farmers are gearing up to feed a projected 9 billion people by mid-century with less cropland and water and in the midst of spiking fuel and fertilizer costs, even as they are being called upon to develop safer, greener production systems that emphasize organic- and locally-grown foods.

Even with online sources literally available their fingertips, people can’t solve these problems entirely on their own.

Extension is uniquely equipped to help people adopt sustainable practices in all facets of their lives.

2. We are Catalysts

One Alabama cattle producer underscored recently the invaluable role Cooperative Extension educators serve as catalysts — in this case, helping him install a GPS device to reap substantial costs savings.

“It’s gotten me started a little sooner than I would have,” the farmer wryly observes, admitting that it likely would have been years before he had discovered and installed the device on his own.

Through the Internet, farmers are as readily exposed to new ideas and ways of thinking as the rest of us, but they still need catalysts — trained experts who can see the larger picture and who can point to cost-effective solutions they otherwise would not have considered because of times constraints, professional preoccupations or other factors.

What applies to farmers applies to all of us.

3. We are an Agency of Empowerment

As New York Times columnist Roger Cohen soberly observed recently, the 2008 stock market downturn followed more recently by severe federal and state budgetary cutbacks have left all American in a “different mental place.”

Likewise, as British sociologist Anthony Giddens has stressed, policymakers in this age of austerity are placing an increasing emphasis on dialogue and empowerment, approaches that encourage individuals and groups to address change by making things happen rather than having things happen to them.

A preoccupation with personal empowerment will persist for a long time. The good news for us is that personal empowerment is our business. We are an agency of empowerment.

As government searches for cost-effective alternatives in the midst of these budgetary restraints, the role we serve enabling people to do more with less will garner a renewed appreciation — at least, so long as we are telling our story.

4. We are Human Infrastructure

We all know that in the 21st century, there is a strong emphasis on building technological infrastructure.  Small wonder why: It offers enhanced opportunities for intellectual exchange, which, in turn, creates enhanced opportunities for creativity and innovation.

Let’s not forget that we are infrastructure — not the inanimate stuff like high-speed rail or Internet connections — but the flesh-and-bone variety — human infrastructure.

Even in this wired age, there remains an enormous value in the dense network of face-to-face relationships that characterize the Cooperative Extension mission.  They have enormous potential for enhancing the connections that emerge from this newer, technological infrastructure.

5. We are Contextualizers

The bad news: As flesh-and-bone knowledge providers, we cannot hold a candle to virtual knowledge sources, especially search engines — no doubt about that.

The good news is that we still possess something that search engines and other online applications lack: the ability to provide our audiences knowledge within deep, enriched learning contexts.  We help our diverse audiences not only understand knowledge within a wider learning context but, even more important, how to use it to enhance their lives in lasting, meaningful ways.

6. We are Synergists

Our longstanding experience with forging and cultivating partnerships among diverse groups has often enabled us to succeed where others have failed.

As our work in community resource development has underscored time and again, Extension educators have provided the crucial impetus that moves ideas from the drawing board to the assembly floor and, ultimately, to the end user.

7. We are Collaborators

To an increasing degree, wikinomics, which emphasizes the power of collaborative wisdom and learning, is being adopted by everyone from global companies to educational institutions.

Extension pioneers Seaman Knapp and Booker T. Washington anticipated this 21st century mindset more than a century ago: They didn’t view their clients as passive subjects; they considered them equals — more than that, they regarded them as active collaborators in their outreach efforts.

Wikinomics is written into our organizational DNA — a trait that gives us an enormous competitive advantage over other public and private entities that are just now coming to terms with new demands of the 21st century knowledge economy.

A Charge to Keep

I’ll close this by admitting to something — bias.  I love Extension work.  I feel fortunate to have served a quarter century in an agency — an educational movement — that puts knowledge to practical use.

Even in this cash-strapped era, we have a charge to keep.  In the midst of this gloom, I believe that our longstanding appreciation for dialogue, forging partnerships and empowering people uniquely equips for the challenges of the 21st century.

[Note: I would be remiss if I did not acknowledge the extent to which I have merely followed the tracks of one of this century’s true visionaries: Thomas Friedman, whose observations about the flat world and all of its sundry implications provided much of the intellectual basis for this piece.]

More on Extension Educator’s Role as Catalyst (and Advocate)

From the mouths of farmers often comes wisdom.

I was reminded of this today writing a story for our Extension annual report.  One quote by a central Alabama cattle producer and poultry farmer underscores a point I was trying to drive home in an earlier piece: the invaluable role Extension educators serve as catalysts.

“The Alabama Cooperative Extension system introduced me to it and I wouldn’t have found out about it until several years down the road,” says central Alabama poultry and cattle producer Robby Nichols.  “It’s kind of gotten me started a little sooner than I would have.”

The “it” in this case was the GPS devise installed on his spreader truck by an Extension educator with money provided by the Alabama Cattlemen’s Association and the 50-cent Checkoff program.

At first glance, this may seem insignificant, but in these unusually lean times, a few years may be a critical factor in determining a producer’s long-term viability.

Innovation frees up time and, in many cases, labor — time and labor that, in turn, can be invested in other profitable activities, whatever these happen to be.

Within the last quarter century, that’s one of the realities that have been driven home to me as I’ve reported on farming: how the future of the family farm is as much bound up in cost-savings as it is in turning a profit.

To put it bluntly, 21st century farming has become for most producers an unremitting cost-efficiency audit.  

As I mentioned last week, this accounts for why I remain optimistic about the relevance of the Cooperative Extension mission despite the enormous challenges we face.

Farmers are as plugged into the Internet as the rest of us.  They are as readily exposed to new ideas and new ways of thinking as the rest of us. Through social networking tools, they, much like the rest of us, can swap ideas with other farmers not only in their region but also a world away.

But they still need catalysts.  They still need trained experts who see the larger picture and who can point them toward cost-effective solutions they previously haven not considered, whether because of time constraints or professional preoccupations.

Likewise, farmers, despite all this firsthand exposure to cutting-edge knowledge, remain at heart cautious business professionals, loathe to invest money in anything that could be needlessly time-consuming and cost-effective.

Like all of us from time to time, they have to be persuaded to take big leaps.   In Nichols’s case, for example, he initially expressed qualms about using GPS, fearing that implementing this technology would prove too costly an investment in terms of all the time required to learn and implement the technology.

His agent, Ken Kelley, helped allay those concerns, serving as both a catalyst and an advocate, showing Nichols how relatively painlessly GPS could be adapted to his operation.

Kelley’s persuasiveness helped seal the deal.

That’s why I’m convinced that Extension educators, despite our acute budgetary challenges, are not going away.

We have too indispensable a role to play in pointing the way.