International Journal of Agriculture Extension and Social Development

author(s)
Samuel Ikendi, Reagan M Mwenyi, Michael S Retallick and Donald R Kugonza

abstract
In the current digital climate, social media platforms have become indispensable communication tools, enabling alumni to maintain meaningful connections with colleagues across geographical and temporal boundaries. Maintaining communication with alumni is an asset to both their primary educational institutions—affiliated alma maters and their host organizations. This study evaluates the role of social media communication—Facebook platform in our study, in creating and sustaining communities of practice among global service-learning alumni from Iowa State University of the United States and Makerere University, Kampala, Uganda. We examine how Facebook enhances alumni communication, promotes philanthropy, and encourages lifelong learning. Applying the principles of communities of practice and dual-process models of information processing—heuristic-systematic and elaboration likelihood models, we explore how these communities thrive over time and how various stakeholders can support them. Using qualitative content analysis in a case study approach, we reviewed 132 posts from the Center for Sustainable Rural Livelihoods (CSRL) Service-Learning Alumni Facebook page from 2013 to 2024. Our analyses revealed multiple emerging patterns, categorized under eight themes: seminars, family, academics, identity, awards, fundraising, travels, and ceremonies. Each theme illustrates how alumni create a strong sense of belonging through shared experiences. Family-related posts generated high emotional engagement, while academic achievements promoted motivation and pride. The dedicated Facebook group facilitated CSRL program events and fundraising campaigns, ultimately encouraging community engagement and alumni philanthropy. The findings highlight the importance of sustained engagement, showing how alumni maintain connections and encourage mentorship across global service-learning cohorts, reinforcing a sense of collegiality and comradeship. We also discuss the impact of external influences, such as government policies, on the sustainability of these communities of practice. Our recommendations focus on strategies to strengthen alumni networks and inter-institutional partnerships in facilitating global education programs. Future research should explore the varying degrees of alumni engagement, such as active versus meager participation, to help coordinators tailor communication strategies to improve alumni engagement.