Redefining Change Influencers in a Post – Boomer Demographic.

Google, Yahoo, Facebook, Ytube, Webinars, Sklype, Poycoms, blogs, MySpace, YourSpace, outerSpace– does it sounds like a foreign language or that the Marians have landed! Do you hold your Palm up to your ear and make a phone call? The day of County Agents making farm visits has passed off the landscape in most of the Pacific Northwest as demand for instant information and data has far surpassed Extension agent or specialist’s ability to deliver personally. A recent survey of grower/operators in Oregon identified Extension faculty and researchers as being consulted directly by  32% of respondents. Family, friends and field consultants ranked higher at 65%, 41% and 42% respectively. Growers indicated an increasing dependence on consultants and for-fee experts as farms adopts more technology. Information sources used by growers included popular press (61%), farm-related newspapers (57%), University publication (58%), Extension newsletter (50%), web-based information (30%), field days and tours (55%) and other (29%). Survey results challenge Extension to examine how to be relevant in an information age where change influencers court growers with websites, emails, and full color marketing campaigns 24/7. Extension must deliver value by leveraging strategic partnerships.  An example in Oregon is state-wide grains marketing education. It is conducted jointly by OSU, Oregon Wheat Growers League, and regional private marketing experts. Monthly meetings are broadcast by a community college technology department to 12-16 locations.  Up to 72 participants have attended monthly meetings. Most host sites are OSU Extension offices. Guest speakers join at convenient locations, and presentations are emailed to hosting sites. Grower participation has continued to increase over the past 2 years. As in this example, Extension and land grant universities must continue to provide unbiased research-based information, utilize new and existing technology, build stronger partnerships and increase access to research-based information.