Tag Archives: Thomas Friedman

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.

We Are Human Infrastructure!

I’ve experienced an epiphany within the last couple of weeks.

We need to be proclaiming Cooperative Extension for what it is, what it’s always been: infrastructure — not the inanimate stuff like Interstates and sprawling high-speed rail or airport terminals but the flesh-and-bone variety — human infrastructure.

I owe New York Times columnist Thomas Friedman for that insight. He used a couple of recent columns to illustrate how technological infrastructural development under way in China and India is destined to change the world as we know it.

Actually, that troubles him a bit. It’s led him to wonder whether the frantic effort under way in these countries within the past couple of decades to put this technological and educational structure in place is only the beginning of something even bigger and more far-reaching.

One thing is certain: These technologies are popping up on the Asian landscape like mushrooms after a heavy summer rain — so many, in fact, that they appear to be attracting many Chinese and Indians who otherwise would have stayed behind after graduate school to seek their fortunes in the United States.

Of course, there is every reason in the world for the Chinese and Indians to follow this path, to put more and more of this infrastructure in place: Each innovation offers more opportunity for intellectual exchange, which, in turn, creates enhanced opportunities for creativity and innovation.

Our own history has driven home this essential truth: Think of the enormous intellectual and economic advantages telegraphs provided American society in the 19th century.

That’s precisely what concerns Friedman: the threat these immense leaps in Asia pose to America’s leadership as the world’s preeminent creator and innovator.

He may be right.  The technological implications of this infrastructure to our future are immense. But so are the implications of the human infrastructure. 

Until now, we Americans have been way ahead of the curve on the human dimension.  The Morrill Act of 1862, which established land-grant institutions, followed by the Hatch Act and the Smith-Lever Act, represented a few of history’s most visionary attempts to develop human infrastructure.

Granted, some would contend that this type of human infrastructure is antiquated and that the sole emphasis in the future should be on building the same kind of infrastructure as Asia.

I disagree. We Americans run the risk of selling ourselves short if we emphasize technological infrastructure at the expense of human infrastructure.  There is still enormous value in the dense network 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.

I’ve already seen this through my own experiences working with Extension educators who already have successfully merged their traditional Extension roles with the emerging roles of networked educators. Yes, they’re learning how to use social media tools to expand their reach to newer, larger numbers of clientele, thereby increasing the speed and volume of intellectual exchange.

But through their traditional face-to-face relationships, they’re also enriching this dialogue.  And by enriching this dialogue, they are equipping themselves with a comparative advantage that many other educational entities lack. 

One effort that speaks volumes about the continued relevance of this older infrastructure is the work of Alabama Extension precision farming educators.  Using social media, they are drawing on the experiences they’ve gained through longstanding face-to-face relationships with row-crop producers in their regions to provide producers in other states and even other regions of the world with a clearer picture of some of the challenges they will face in adopting this new technology.

Of course, this is only one of many imaginative ways a successful marriage of older and newer infrastructure is occurring.

In this era of ultra-lean budgeting, it behooves all of us in Extension to take stock of our comparative advantages. 

We represent some of the best human infrastructure ever developed in any place of the world and at any time in history.  With some technological enhancements, we can become even better.

One other important point to bear in mind: We should be proclaiming this essential truth to the people who hold our future in their hands — our stakeholders.