Testing Social Media Water Conservation Messages that Convey Extension Evaluation Results

Authors

Laura A. Warner, University of FloridaFollow
Colby Silvert, University of FloridaFollow
Jamie Loizzo, University of FloridaFollow
Jarred A. Shellhouse, University of FloridaFollow

Volume

59

Issue

2

DOI

10.34068/joe.59.02.12

Abstract

In this study, we tested frames Extension professionals could use to promote residential water conservation through social media. We randomly assigned Florida residents to view one of six visual messages with water conservation facts or stories and then measured willingness to engage with education programs and conservation behaviors. There were clear differences in message frame performance, but better performance was highly dependent on outcome metrics used. Therefore, we were unable to identify a preferred frame. These findings need to be further examined in an authentic social media environment to inform best practices in social media message framing for Extension professionals.

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

Recommended Citation

Warner, L. A., Silvert, C., Loizzo, J., & Shellhouse, J. A. (2021). Testing Social Media Water Conservation Messages that Convey Extension Evaluation Results. The Journal of Extension, 59(2), Article 12. https://doi.org/10.34068/joe.59.02.12