Social media can play a significant role in Agriculture extension

1. Dalbeer Singh
M.Sc. Extension Education
L-2013-A-20-M
Social Media in Extension

2. Contents
• Introduction
• Definitions
• Social media in extension education
• Dimensions
• Status
• Need in Extension
• Scope
• Principles
• Integrated framework

3. Contd..
• Social media tools
• Role in agriculture extension
• Distinctive features
• Essential of social media
• Barriers
• Keys to success in social media
• Research studies
• Conclusion

4. Introduction

6. Social Media
Means of interactions among peoples in which
• Create
• Share
• Consume
Exchange information and ideas in virtual communities and
networks.

7. Cont……
The internet-based tools for sharing and discussing information
among people.
User generated
 information, opinion,
 video, audio, and multimedia
 that is shared and discussed over digital networks
(Andres and Woodard, 2013)

8. Social Network
Online community of people with the common interest
• Use a website
• Other technologies to communicate with each other
• Share information, resources
(Kaplan & Haenlein 2009)

9. SOCIAL MEDIA IN EXTENSION
EDUCATION
• Very less number of extension
workers as compared to number of
farmers
• To feed information
•An appropriate tool for diffusing
the information

10. Dimensions of social media
Social
presence
Interactivity
Richness
(Johannessen et al 2001)

11. Social Networking Users Worldwide, by Region and Country, 2011-2017(Millions)
2011 2012 2013 2014 2015 2016 2017
China 256.5 307.5 366.2 414.5 451.6 451.6 525.4
India 54.8 87.3 127.5 168.7 209.1 209.1 282.9
Japan 39.9 45 48.2 51 52.7 52.7 55.7
South Korea 30.7 22.9 24.7 26 27 27 28.6
Australia 9.3 10.4 11.4 12.4 13.3 13.3 15
Other 86 107.3 131.8 154.6 175.2 175.2 214
Status of Social Media
(Anonymous 2013b)

12. 42.77
76.06
104.83
73.35
281.57
461.24
20.8
32.08 39.6
-19.54
-9.77 -6.8
22.58
43.01
66.2
-100
0
100
200
300
400
500
2013 2015 2017
China
India
Japan
South-Korea
Australia
Time Period
RateofChange(%)
Base year (2011)
(Anonymous 2013b)
Rate of change in number of Users

13. Time taken to reach 50 million users (in years)
0 10 20 30 40
Radio
Television
Internet
Facebook
Twitter
Radio Television Internet Facebook Twitter
Time taken to reach 50
million users
38 13 3 1 0.75
(Chui et al 2012)

14. Develop
knowledge
Empower
Cost-effective
Stronger linkage
Technical
manpower
Better
information
access
Knowledge
resources
Agricultural
growth
Service to
stakeholders
Need of Social Media
(Anonymous 2013a)

15. Scope of Social Media
• Media for Social Interaction
• Networking Communities
• Intercrossing Relationships
(Anonymous 2011)

16. Principles
of social
media
Collective
Participation
Transparency
Independence
Persistent
Emergence
(De et al 2012)

17. Groups
Relationships
SharingReputation
Presence
Identity Conversations
Integrated framework of social media
(Kietzmann et al 2011)

18. Social Media Tools

19. By institutes
Facebook

21. By farmers

24. YouTube
By Institutes

29. By Extension Personnel

31. WhatsApp

32. Twitter

33. By Institute

34. By Scientist

35. Agropedia

36. Blogs

37. Skype

38. Research Gate
• For scientists to share papers, ask and answer
questions, and find collaborators
• For crowdsourcing, dissemination, networking
and discussion

39. Slideshare
• Knowledge portal tool for upload and sharing
of slides, PDFs, videos and support documents
• Particularly relevant for dissemination and
branding.

40. Role of social media in agriculture
extension
• Save money, time and effort
• Information rich and interactive
• Per unit cost is less as compared to traditional form of
extension
• Experts can be contacted directly
• Suitable for creating awareness among the users
• Supplying extension information to a nationwide

41. Contd…
• Facilitate quick dissemination
• Extending outreach to new audience
• Publications in agriculture extension can be shared
• Attracting youth towards agriculture
• Widen the scope of extension
• Help in market-led extension
• Assist to get feedback

42. Distinctive features of social media
Category of users
Relevancy of
information
Self publication
Multiplicity of
human interest
Awareness creation
(Saravanan and Bhattacharjee 2014)

43. Essential
of Social
Media
Encouraging self
publication
(Sarvanan 2014)

44. Barriers in social media
A. User oriented barriers

45. B. Extension workers oriented

46. C. Content Oriented barriers

47. D. Infrastructure barriers
(Jespersen 2014)

48. Understand the nature of audience
Objectives should be clear
Select the appropriate media
Identity
Encourage everyone’s participation
Content
Encourage feedback
Keys to Success of Social media
(Andres and Woodard 2013)

49. Research studies
Wnagu (2014) •A majority of farmers has positive attitude
• Social media is largely beneficial and convenient as a source
of agricultural information.
• Most common challenges faced include poor network access,
power outages, and costly charges when accessing the internet.
Pande et al
(2012)
• GappaGoshti™ was a mobile based collaboration platform
designed for masses in their local language.
•Mediated Access
•The agricultural officer shared relevant government schemes
frequently with the villagers
Medhi-Thies et al
(2014)
• Analyze the impact of KrishiPustak, an SN system for low-
literate farmers in rural India
• The context of mediated use and the agricultural framing had a
powerful impact on how the system was used. Mediators largely
described the system as being for sharing agricultural information
and farming best practices, and most posts reflected this.

50. CONCLUSION
The important components of Agricultural extension systems are
agricultural research, extension and farmers. So the main role of
social media is to establish connections among them
There is a need to develop awareness and interest among the
farmers and extension personnel about the use of social media
.so that extension could be made effective
Social media transcend geographical boundaries and make
researches available and accessible to people which helps to
achieve real impact on productivity and livelihoods

51. Thank you