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Ariana P. Torres, Susan S. Barton and Bridget K. Behe

American adults used the Internet; more than half of them were using two or more social media sites ( Duggan et al., 2015 ). Nearly two-thirds of American adults use social media ( Perrin, 2015 ). The Neilson Co. (2013) reported social networks and blogs

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Li-Chun Huang and Li-Chun Chen

modern Internet era has become crucial for these businesses. Characterized by a large user population, low cost, and ease of use, social media have become that substitute and have been increasingly adopted by florists for marketing their products

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Susan S. Barton and Bridget K. Behe

two or more social media sites ( Duggan et al., 2015 ). Technology from an advertising and promotion standpoint can include webpages, online newsletters, blogs, quick response codes on products, and a wide variety of social media. In the Paid Social

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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

audiences in distance education; 3) informally engage extension audiences via social media; and 4) specifically target the millennial generation—a group notoriously difficult to reach with extension programming. Within our discussion of engagement via social

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Bryn Takle, Cynthia Haynes and Denny Schrock

education have been cited as reasons for not continuing with the program ( Meyer, 2004 ). Coordinating horticultural education with the interests of volunteers is important in increasing retention. Social media is becoming another avenue for communication

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Elisa Solis-Toapanta, Andrei Kirilenko and Celina Gómez

New media marketing via social media provides tremendous opportunities for the green industry to engage with customers ( Peterson et al., 2018 ; Torres et al., 2019 ). Likewise, agricultural outreach efforts are increasingly relying on social media

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Ellen M. Bauske, Gary R. Bachman, Lucy Bradley, Karen Jeannette, Alison Stoven O’Connor and Pamela J. Bennett

stores, nurseries, blogs, etc. Eccentric information and sales pitches are as readily available as research-based information. Clientele may be confused by conflicting information. The use of social media has proven effective for many communicators, but

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Angelo Signore, Francesco Serio and Pietro Santamaria

encourages the development of interaction through social media. A striking example of use of social media as a communication tool for projects recently appeared on the Life+ website ( EC, 2012 ). “A European campaign must provide local examples for

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Ariana Torres, Susan S. Barton and Bridget K. Behe

. Current research shows that 81% of American adults use the Internet; over half of them are using two or more social media sites ( Duggan et al., 2015 ). Technology from an advertising and promotion standpoint can include webpages, online newsletters, e

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Tara Baugher, Montserrat Fonseca Estrada, Kelly Lowery and Héctor Núñez Contreras

and improving education and engagement with Hispanic/Latino growers were not significantly different, but those with the highest ratings were use of social media in Spanish, holding some educational programs specifically for Latino farmers to increase