Social Media in Agricultural Extension: Benefits and Challenges under Indian Context

Aims: This study aimed to empirically test social media tools in farm extension communication activities.

Study Design: Quasi-Experimental Design.

Place and Duration of the Study: The study was conducted in 8 districts of the State of Himachal Pradesh, India, June 2016-December 2016.

Methodology: The current study involved the creation of social media communication intervention among the selected group of farmers from the state of Himachal Pradesh. This was achieved through the creation of Facebook and WhatsApp groups among smartphone user farmers and sharing relevant agricultural information for a period of six months.

Results: The notable benefits derived by farmers were seeking solutions to minimise crop and livestock losses, easy availability of information in multiple forms, regular learning, multimodal information delivery and the creation of social capital. Reported constraints were the high frequency of irrelevant posts by other members, increased internet data requirements and poor internet connectivity. The study also found users to prefer WhatsApp over Facebook due to convenience in use, privacy feature as well as lesser internet data requirements. Further, less use of Facebook, difficulty in understanding its use in agricultural extension was other reported constraints in its use for seeking and sharing agricultural information.

Conclusion: The study, therefore, recommends increased use of social media by state agricultural/animal husbandry departments to leverage the benefits of these tools with possible constraints and suggestive measures. The extension agencies should also quickly adapt and develop relevant information, which can be disseminated through these tools.