About the Organization:
The University of Arkansas Division of Agriculture Cooperative Extension Service (UADA) is an educational government-funded organization that conducts research in agriculture, wildlife, forestry, economic development and practical life skills like financial planning, voting, and cooking. UADA extends this knowledge and expertise to Arkansans through its network of educational programs, approximately seventy-seven county extension offices, and research stations. UADA’s mission is to strengthen agriculture, communities, and families by connecting trusted research to the adoption of best practices.
UADA Facebook and Instagram:
UADA uses social media as a key platform to share its research and knowledge to the public. The main page of UADA has approximately 33,000 followers as of June 2024, predominantly women aged 30-60 years old, who are interested in organic produce, honeybees, gardening and cooking.
The Challenge:
Since December 2023, I have been creating social media content for UADA. The main challenge I faced was figuring out how to transform complex, academic information into a more accessible style of writing for a broader audience. Moreover, although gardening-related posts consistently performed well, our social media team’s goal was to attract demographics interested in different topics, such as health and forestry. This would help draw attention to research and information provided by multiple departments within UADA, extending beyond just horticulture.
The Result:
While gardening remains a primary focus, our social media team did see increased interest in topics unrelated to gardening, such as the solar eclipse. This experience taught me the importance of specificity in educational posts, which drives higher engagement. Additionally, I applied the principles of design accessibility, such as high contrast between background colors and text. I also linked videos, blog posts, and other resources created or recommended by specialists to draw attention to their research, writing, and expertise.
Collaborators:
Melissa Johnson, UADA social media manager
Oliver Williams, UADA publications specialist
Julie Thompson, UADA design specialist
Need social media content? I can help.
