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Angelo Signore, Francesco Serio and Pietro Santamaria

and new ways of e-communication such as web-based material; that is, those web services coming under the umbrella term of “Web 2.0” ( O’Reilly, 2005 ), such as Wikipedia or Facebook (Menlo Park, CA). Moreover, the European Union (EU) strongly

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Alexandra G. Stone, Danielle D. Treadwell, Alice K. Formiga, John P.G. McQueen, Michelle M. Wander, James Riddle, Heather M. Darby and Debra Heleba

eOrganic is the organic agriculture community of practice (CoP) and resource area for eXtension. eOrganic’s primary community of interest (CoI) is organic farmers and the agricultural professionals who support them. The 250 members of the eOrganic CoP include farmers, researchers, certifiers, and extension/other agricultural professionals. eOrganic’s mission is to build a diverse national CoP and use web technologies to synthesize existing information, emerging science, and practical knowledge into information resources and training materials for its CoI. eOrganic strategies to achieve that mission include collaborative publication, stakeholder engagement, community development, project management, evaluation, and fundraising. eOrganic’s public site currently offers 240 articles, 250 videos, 80 webinars and broadcasts, and 100 frequently asked questions (FAQs). eOrganic CoP members have answered more than 1000 “Ask an Expert” questions. eOrganic authors collaboratively develop articles in eOrganic’s collaborative workspace, which undergo review by two anonymous reviewers and National Organic Program (NOP) compliance review. eOrganic will offer online courses in 2012. eOrganic stakeholders evaluated eOrganic articles and videos in 2010 and overall they stated that they were relevant, science-based, and useful. Three quarters of webinar and broadcast participants said the webinar improved their understanding of the topic, and 83% said they would recommend the webinar to others. Sixty-nine percent of webinar survey respondents stated that they changed practices or provided others with information as the result of the webinar. eOrganic surveyed active CoP members in 2011. Members view eOrganic as important because it is the only national organic agriculture resource with direct ties to university research and they considered all of eOrganic’s core activities important. eOrganic is supported by small grants from eXtension and subawards in more than 20 U.S. Department of Agriculture (USDA), National Institute of Food and Agriculture (NIFA) research/extension projects. To enhance its financial sustainability, eOrganic will work to solidify its partnership with NIFA programs and diversify its funding sources to include course fees and underwriters.

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Elizabeth T. Barton, Emily A. Barton, Susan Barton, Cheryl R. Boyer, Jim Brosnan, Paul Hill, Jared Hoyle, Judson Reid, Jamie Seger and Eric Stafne

Learn. Lead. Technol. 37 22 25 Harrison, T.M. Barthel, B. 2009 Wielding new media in Web 2.0: Exploring the history of engagement with the collaborative construction of media products New Media Soc. 11 1&2 155 178 Haudan, J. 2008 The art of engagement

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Li-Chun Huang

that improving the effectiveness of the application of social media in flower retailing is a topic worthy of attention in the floral industry. Social media has several functions in marketing due to their Web.2.0-based information technology, i.e., in