Research in Brief

Testing Social Media Water Conservation Messages that Convey Extension Evaluation Results

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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.

Keywords: communicating evaluation results, message framing, message testing, Social Media, water conservation

How to Cite:

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

Rights: In Copyright