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Role of Social media in extension

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Social media can play a significant role in Agriculture extension

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Role of Social media in extension

  1. 1. Dalbeer Singh M.Sc. Extension Education L-2013-A-20-M Social Media in Extension
  2. 2. Contents • Introduction • Definitions • Social media in extension education • Dimensions • Status • Need in Extension • Scope • Principles • Integrated framework
  3. 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. 4. Introduction
  5. 5. Social Media Means of interactions among peoples in which • Create • Share • Consume Exchange information and ideas in virtual communities and networks.
  6. 6. 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)
  7. 7. 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)
  8. 8. 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
  9. 9. Dimensions of social media Social presence Interactivity Richness (Johannessen et al 2001)
  10. 10. 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)
  11. 11. 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
  12. 12. 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)
  13. 13. 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)
  14. 14. Scope of Social Media • Media for Social Interaction • Networking Communities • Intercrossing Relationships (Anonymous 2011)
  15. 15. Principles of social media Collective Participation Transparency Independence Persistent Emergence (De et al 2012)
  16. 16. Groups Relationships SharingReputation Presence Identity Conversations Integrated framework of social media (Kietzmann et al 2011)
  17. 17. Social Media Tools
  18. 18. By institutes Facebook
  19. 19. By farmers
  20. 20. YouTube By Institutes
  21. 21. By Extension Personnel
  22. 22. WhatsApp
  23. 23. Twitter
  24. 24. By Institute
  25. 25. By Scientist
  26. 26. Agropedia
  27. 27. Blogs
  28. 28. Skype
  29. 29. Research Gate • For scientists to share papers, ask and answer questions, and find collaborators • For crowdsourcing, dissemination, networking and discussion
  30. 30. Slideshare • Knowledge portal tool for upload and sharing of slides, PDFs, videos and support documents • Particularly relevant for dissemination and branding.
  31. 31. 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
  32. 32. 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
  33. 33. Distinctive features of social media Category of users Relevancy of information Self publication Multiplicity of human interest Awareness creation (Saravanan and Bhattacharjee 2014)
  34. 34. Essential of Social Media Encouraging self publication (Sarvanan 2014)
  35. 35. Barriers in social media A. User oriented barriers
  36. 36. B. Extension workers oriented
  37. 37. C. Content Oriented barriers
  38. 38. D. Infrastructure barriers (Jespersen 2014)
  39. 39. 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)
  40. 40. 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.
  41. 41. 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
  42. 42. Thank you

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