Dalbeer Singh

M.Sc. Extension Education

L-2013-A-20-M

Social Media in Extension

Contents

• Introduction

• Definitions

• Social media in extension education

• Dimensions

• Status

• Need in Extension

• Scope

• Principles

• Integrated framework

Contd..

• Social media tools

• Role in agriculture extension

• Distinctive features

• Essential of social media

• Barriers

• Keys to success in social media

• Research studies

• Conclusion

Introduction

Social Media

Means of interactions among peoples in which

• Create

• Share

• Consume

Exchange information and ideas in virtual communities and

networks.

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)

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)

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

Dimensions of social media

Social presence

Interactivity

Richness

(Johannessen et al 2001)

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)

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

Ra

te o

f C

han

ge

(%

)

Base year (2011)

(Anonymous 2013b)

Rate of change in number of Users

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 users38 13 3 1 0.75

(Chui et al 2012)

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)

Scope of Social Media

• Media for Social Interaction

• Networking Communities

• Intercrossing Relationships

(Anonymous 2011)

Principles

of social

media

Collective

Participation

Transparency

Independence

Persistent

Emergence

(De et al 2012)

Groups

Relationships

Sharing Reputation

Presence

Identity Conversations

Integrated framework of social media

(Kietzmann et al 2011)

Social Media Tools

By institutes

Facebook

By farmers

YouTube By Institutes

By Extension Personnel

WhatsApp

Twitter

By Institute

By Scientist

Agropedia

Blogs

Skype

Research Gate

• For scientists to share papers, ask and answer

questions, and find collaborators

• For crowdsourcing, dissemination, networking

and discussion

Slideshare

• Knowledge portal tool for upload and sharing

of slides, PDFs, videos and support documents

• Particularly relevant for dissemination and

branding.

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

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

Distinctive features of social media

Category of users

Relevancy of information

Self publication

Multiplicity of human interest

Awareness creation

(Saravanan and Bhattacharjee 2014)

Essential

of Social

Media Encouraging self

publication

(Sarvanan 2014)

Barriers in social media

A. User oriented barriers

B. Extension workers oriented

C. Content Oriented barriers

D. Infrastructure barriers

(Jespersen 2014)

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)

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.

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

Thank you