social media in agriculture case study

Social Media for Farms: A Revolutionary Agricultural Tool

Social media can allow farmers to reach new audiences and ultimately inspire a new wave of young agriculturalists.

The distance between farm and fork is growing. In the United States, food travels an estimated 1,500 to 2,500 miles from the farm before reaching your table, a distance that has increased up to 25 percent in the last two decades. Consumers are growing more and more disconnected from the food they eat as the number of farmers continues to shrink, putting the future of the agriculture industry in question. How can consumers become better connected to the food they eat?  

Social media is a potential solution. Young agriculturalists are leveraging social media platforms to share their stories, experiences, and insights, using platforms like Instagram and TikTok to connect with a broader audience and educate them about the world of agriculture. These digital storytelling efforts are helping to bridge the gap between rural communities and urban consumers, fostering engagement and promoting a positive image of agriculture in the digital age that could ultimately inspire a new wave of agriculturalists.

Potato Ty: Finding a Potato Future Online 

Vancouver, Canada-based potato farmer Tyler Heppell—or, as you may know him, Potato Ty—started his social media journey in 2022 in hopes of raising awareness about some of the most productive farmland in Canada that was at risk of being developed. After collecting over 80,000 signatures on a petition, Heppell became a national news story and started to grow his following on social media, prompting his idea to continue sharing his passion online for protecting farmland. 

“I started to create daily videos of how food was produced and was shocked at how the vast majority of people didn’t know how their food was grown,” explained Heppell. “I made it my mission to educate the end consumer on how farms work—the struggles, the successes, and everything farm related. I believe if we have a more educated end consumer, it will greatly reduce the amount of food waste we see.” 

The narrative of a farmer taking to digital platforms is not merely about adapting to technology; it is a testament to the innovative spirit of modern agriculturalists. For Heppell, social media was not just a place for selfies and snapshots, but a battleground for advocacy, a place to rally support, and a medium to enlighten thousands about the nuances of farming. 

Heppell now has an online following totaling more than 645,000 people on Instagram and TikTok collectively. He uses his accounts @potayty (Instagram) and @heppellspotato (TikTok) to share engaging and creative content centered around potatoes. Through his posts, he showcases various recipes, cooking techniques, and unique ways to enjoy potatoes, as well as the behind-the-scenes of being a potato farmer.

        View this post on Instagram                       A post shared by Potato Ty (@potayty)

Heppell’s social media success goes beyond passive audience engagement—he even gets his audience to participate in what he calls Ugly Potato Day. “I want to show the end consumer how hard we work to put food on the store shelves, and how much work goes into each harvest,” said Heppell. “I see how much food waste there is, and if the masses only knew how much work went into growing a crop, I know it would help reduce the food waste we see in North America. That’s why I created Ugly Potato Day, where we give out our ugly potatoes to the public, so they can see first-hand that just because a potato is ugly in appearance, doesn’t mean it’s not nutritious and delicious.” 

@heppellspotato Why we do Ugly Potato day, and our next ugly potato day coming up! Please share with anyone in the greater vancouver area! #greenscreenvideo #uglypotato #uglypotatoday #potatotiktok #potato #giveaway @Potato Ty ♬ original sound - Potato Ty

Heppell’s biggest Ugly Potato Day had more than 4,000 people show up and raised over $6,400 for food banks, giving away a total of 45,000 pounds of “ugly” produce to the community. Heppell now aims to have an Ugly Potato Day every two months at his farm.

Avery Claire Mallory: Saving the Family Farm 

Avery Claire Mallory, known for her work on her family farm Lily Hill Farm , is another prominent creator and influencer in the agricultural space. With a passion for sustainable farming and homesteading, her content on topics such as organic gardening, animal husbandry, and self-sufficiency resonates with a wide audience.  

“My agricultural journey has been a whirlwind of challenges, growth, and unwavering determination,” said Mallory. “It all started when my father, facing physical and financial limitations, considered selling our family farm. The thought of losing such a significant part of our lives was unbearable, and deep down, I knew I had to do something to save it.” 

Mallory left behind her career in international finance to return to Georgia with her husband and take over the family farm. They knew very little about agriculture initially, but were eager to learn and willing to put in the hard work. It has been a rollercoaster ride—they have made mistakes along the way, stumbled, and have faced their fair share of financial hardships—but they never lost sight of their vision to make the family farm profitable again. 

“As we navigated the challenges, I realized the power of storytelling and connecting with people. That's when I turned to social media. I started sharing our journey, the ups and downs, the joys and struggles. It was a way to document our progress and build a community around our farm,” Mallory shared.

        View this post on Instagram                       A post shared by Avery Claire Mallory | Lily Hill Farm (@lilyhillcattle)

Using social media to showcase their story became a vital part of Lily Hill Farm’s agricultural journey and provided them with a voice, with a way to connect with like-minded individuals and build a loyal customer base. “Overall, our agricultural journey has been a testament to the power of passion, resilience, and the ability to adapt. It has taught us that there is value in sharing your story,” said Mallory. She has over 102,000 followers on her Instagram page @lilyhillcattle and over 17,000 followers on TikTok, also @lilyhillcattle . 

Mallory’s social media presence has a significant impact on the perception of agriculture. In many ways, agriculture has been misunderstood or underappreciate by the public, but by sharing their story, their struggles, and their successes through social media, Mallory has been able to provide a glimpse into the world of farming and bridge the divide between farmers and consumers.

@lilyhillcattle Angus cattle flesh out easier than other breeds due to a combination of genetic factors, feed efficiency, early maturation, and adaptability. They have been selectively bred for meat production traits, which contribute to their ability to develop good muscle mass and easily marble. ♬ original sound - Avery Claire

“One of the key impacts of our social media presence has been the opportunity to showcase the care and dedication that goes into raising our beef. Through photos, videos, and personal anecdotes, we have been able to highlight the love and attention we give to our animals, the sustainable practices we follow, and the beauty of the American’s farmland. This has helped dispel misconceptions about the agricultural industry and shed light on the responsible and compassionate side of farming,” explained Mallory. Through storytelling and authenticity, she has been able to create a more positive, informed, and transparent perception of agriculture, helping consumers appreciate the hard work and dedication that goes into producing their food. They have opened up a dialogue where people can feel free to ask questions, learn about farming practices, and gain a deeper understanding of where their food comes from.

Fighting for a Future: Inspiring Young Agriculturalists 

Sharing their journeys online may have started as a way to get their stories into the world, but it has transformed into far more; Heppell and Mallory hope to inspire the next generation of leaders to get engaged in agriculture. With the average age of the US farmer nearing 60 years old , Heppell and Mallory’s mission to inspire young agriculturalists is more important than ever. 

“The next generation needs to see how fulfilling and fun the farm can actually be,” said Heppell. At Heppell’s Potato Corp, they help educate the next generation by hosting multiple school tours per year. Their goal is to show kids how farms work, and that being a farmer can be a fantastic career. “I would encourage every farmer or rancher to reach out to a local school and set up a tour of your farm. You never know, that could be the difference in someone’s life and push them to pursue the beautiful life of a farmer.” 

Mallory follows a similar philosophy. “I strongly believe that social media is an incredibly powerful platform to engage the next generation of leaders within agriculture. The younger generation is already deeply immersed in social media, making it an ideal space to connect, educate, and inspire them about the opportunities and importance of agriculture,” said Mallory. By featuring her experiences, challenges, and accomplishments, she hopes to inspire and empower other young people to consider pursuing a future in agriculture. “It's important to emphasize that farming is not just a traditional occupation, but a dynamic and rewarding profession that allows individuals to make a meaningful impact on food production and the environment.” 

Reconnecting people with the sources of their food while spotlighting the intricacies and beauty of farming has never been more crucial. As global challenges such as climate change, population growth, and diminishing natural resources loom, the next generation of agriculturalists will be at the forefront of developing sustainable solutions. By taking their stories to social media, farmers like Heppell and Mallory are not only challenging misconceptions, but are also sowing the seeds for a sustainable future.

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Social Media and Its Role in Marketing Agricultural Products (A Field Study on Small Farmers in the Jordan Valley Area)

• First Online: 27 August 2023

Cite this chapter

• Mustafa S. Al-Shaikh   ORCID: orcid.org/0000-0003-1182-8818 4 ,
• Ahmed Issa Al-Gharagher 5 &
• Khalid Ali Alshohaib 6  

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 488))

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The present study is concerned to understand social media and its use in the marketing of agricultural products including a field study on small farmers. The independent variable of social media included (Facebook, WhatsApp, YouTube, and Twitter) and an affiliate variant of agricultural product marketing. Researchers used analytical descriptive methods to attain their goals. The sample study was selected from a group of (415) small farmers’ respondents. The study found that the computational averages of social media came with an average approval score, with the highest for the role of Facebook, and then for WhatsApp, the lowest for Twitter, and a statistically significant role at the indicative level (α ≤ 0.05) in the sample responses to the role of social media (Facebook, WhatsApp, YouTube, and Twitter) in the marketing of agricultural products. The study recommended that the culture of marketing through social media should be mainstreamed through workshops and training courses for farmers, the effective use of social media in the promotion of agricultural products, the advertising of agricultural activities, program extension meetings, and the encouragement of entrepreneurship among the targets.

• Social Media
• Marketing of Agricultural products
• Small Farmers
• Jordan Valley

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Al-Shaikh, M.S., Al-Gharagher, A.I., Alshohaib, K.A. (2023). Social Media and Its Role in Marketing Agricultural Products (A Field Study on Small Farmers in the Jordan Valley Area). In: Alareeni, B.A.M., Elgedawy, I. (eds) Artificial Intelligence (AI) and Finance. Studies in Systems, Decision and Control, vol 488. Springer, Cham. https://doi.org/10.1007/978-3-031-39158-3_41

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2 THE IMPACT OF SOCIAL MEDIA IN ENHANCING AGRICULTURAL EXTENSION IN NIGERIA: A CASE OF IKA SOUTH LOCAL GOVERNMENT AREA OF DELTA STATE.

SALUBI HANNAH OYEYINKA

Agriculture plays an important role in Nigeria economy. Sustainable agricultural production requires current and relevant information by expert in the field .The delivery of agricultural extension services, agricultural science centers and agricultural universities are limited and unstable with little impact There is a need to fill the gap by exploring other optional for alternative agricultural extension service delivery mechanisms. Information and communication technology (ICT) can provide information on agricultural extension with more precision, faster relevant and higher quality. With the present challenges of corona virus, social media including the internet is now the most important source of useful information among the farmers in Nigeria.

Social media is yet another ICT-based tool that is used purely for entertainment, with great potential for knowledge sharing and collaboration in agriculture. These ICT devices are relatively easy to use and gaining popularity in the agricultural sector . Social media has great potential to be used as a tool of communication and networking for the benefit of the farming community, many farmers recognized it and started using it. Facebook is the most used social media platform in the world, with more than 1.87 billion monthly active user on its site . Social media channels enhanced and strengthened the relationship of agro based communities and helped rural workers combat the segregations created by their work. It has crossed geographical boundaries, thereby connecting the peasant communities to mutual interest. Blogs have a large presence covering topic on agriculture, animal husbandry, health and other topics of general interest. Social media plays a significant role in agricultural information among majority of young farmers in Ika South. This is because; it has been connecting young farmers and agro business farmers within the graphical area. It enhance interactions and information flows among the young farmers. In addition, distance is more a barrier. However, the use of social media is without few hindrances . Some of the challenges faced by Ika South young farmers in accessing social media are network problem, costly charge when accessing the internet as well as poor power service

From the study , it was deduce that public extension officers in Ika South area are insufficient hence the need for innovative services to fill the gap.

KEYWORDS: Social media, Agricultural Extension, Ika South.

INTRODUCTION

Nigeria as a country is presently facing economic recession due to Corona Virus pandemic. There is therefore need for a corresponding increase in agricultural production to meet the recommended level for human health as well as economic development.

Agricultural production implies the production of crops and farm animals that are useful to human beings. It further involves gathering, processing, recording, storing, distributing, selling of farm yields and provision of raw materials for local and foreign industries. Agricultural production in no doubt enhance growth and development of any nation, sadly, farmers are not meeting up with the high demand for agricultural output.

Today, meaningful agricultural production involves using the internet to access relevant agricultural information, retrieve, download, record, disseminate and communicate useful farm ideas about crops and livestock production, processing storing and marketing of farm yields using information and communication technology. The high demand for food items expansion and diversification in industries that utilize agricultural produce have placed a need for agricultural education to revolutionize its production sector pattern in order to meet the challenges.

Social media has become a powerful tool that connects millions of people globally from the comfort of our homes. Social media is revolutionizing the way business is carried out bringing new ways of communication and exchange of information across the globe. Social media is becoming a very important tool in farming because it has the ability to connect with farmers and agribusiness people from around the world over large geographical distances. The benefits of this can be as large or small as the farmer’s choose, depending on how much time we wish to spend on it. Social media plays a very important role in enhancing interactions and information flows among different actors involved in agricultural innovation and also enhance capacities of agricultural extension.

The power of social media is in the features that allow it to be applied to a whole range of applications that involve interactions between people (Chuli, et al, 2012). It has also remove the limitations of geographical distance from users, which enables a platform that shares knowledge and culture and can play a part in the economic and political power.

LITERATURE REVIEW

The agricultural sector globally is embracing social media and utilizing it to promote knowledge within the industry as well as networking with other like-minded agricultural professionals. The communities and relationships that agriculture is largely based on are further extended through social media channels and rural workers have begun to use social media to combat the feeling of isolation which arises due to the nature of their work.

Social media has taken us back to the days of storytelling, where everyone in a group has the opportunity to add to the story or share another point of view. This is so because it taps into one of humans most basic natural needs. Forming groups and sharing information, providing entertainment and communicating. Information and communication technology (ICT) can provide information on agricultural extension with more precision, faster, relevant and higher quality. (Goyal, 2011, Kritiken 2012 and World Bank, 2016). These technologies are reviving agricultural expansion and advisory services worldwide. (World Bank, 2016). ICT –based tools in agriculture vary from web portals, mobile telephone and hybrid project (ICT with traditional extension elements) (Shantichandra et al, 2013). Mass media including the internet is now the second most important source of useful information for agricultural families.

Advantages of social media in Agricultural extension as discussed by ( Saravanan et al., 2015)

• Highly cost-effective
• Simultaneously reaches large numbers of clients
• Location and client-specific, problem –oriented.
• User-generated content and discussion among community members.
• Easily accessed from mobile phones
• Increase the internet presence of extension organizations and their client reach
• The democratization of information by making it accessible to all.
• Brings all stakeholders into single platform
• Can measure reach and success by tracking the number of visitors, friends, followers, mentions, facebook ‘likes’, conversation index and number of shares

Social Media Tools Commonly Used in Agriculture Extension

The use of social media in agriculture sector and expansion has gained momentum in recent times, with only popular platforms such as Facebook, Twitter, and Youtube being used for agriculture and extension related works. Whatsapp is another major platform used by extension professionals to communicate with peer or client farmers but as communication (individual and group) is personal, more information is available about groups other than being referred to by media. The various social media tools popular these days are listed below

Facebook is the most used social media platform in the world, with more than 1.87 billion monthly active users on its site (We Are Social, 2017). And this means a huge potential for extension professionals. Some examples where Facebook is being used as an extension tool by individuals, professional networks, and extension organizations.

Microblogging site Twitter is one of the most popular social media platforms globally with more than 300 million users. In a social context, it has been one of the major catalysts used for creating public opinions and for organizing people into groups. In agriculture too, it is one of the most used platforms.

YouTube It is the video-sharing platform with a mission to give everyone a voice and show them the world and is based on four values: Freedom of expression, Freedom of information, Freedom of opportunity, and Freedom of belonging. Users can upload and watch the videos, and there is provision for sharing and commenting on videos with additional facilities for the subscription of other users.

Blogs contain detailed information on specific topics. They create and facilitate an in-depth discussion on any issue through comments from the readers. With increased popularity, many blog competitions are also organized worldwide for rural youth to encourage them to start a discussion about farming. Even organizations like World Bank, Food and Agriculture Organization (FAO) and International Food Policy Research Institute (IFPRI) have their blogs not just to discuss issues but announce their new publications like policy papers, working papers, and reports and so on; communicate summaries of important publications, and to increase awareness and discussion on important issues related to agriculture and rural development.

A messenger app for smart phones, it is an internet-based messaging platform that supports text, audio, video, pdf, and various other forms of files. Real-time video chatting has also been integrated recently, making it more popular among users. Currently, there are more than one billion users of the app in 180 countries. Though initially used for personal messaging, it is gaining more popularity among agricultural professionals and practitioners to share information, which is aided by the group messaging feature.

Role of Social Media in Farming

In the global context, the agricultural sector is using social media to promote relevant information and knowledge within the industry and to network with other like-minded agricultural professionals. Social media channels enhanced and strengthened the relationships of agro-based communities and helped rural workers combat the segregation created by their work. It has crossed geographical boundaries, thereby connecting the peasant communities to mutual interest.

So far, blogs have a large presence covering topics on agriculture, animal husbandry, health, education, and other topics of general interest. Social media such as Facebook, Twitter, YouTube, and blogs are emerging as an appropriate platform to share information and create awareness among various stakeholders to generate and shape the content of the event.

These media complement traditional media as a viable source of information and facilitate the marketing of agricultural products and their products using pictures, links, and videos. They provide opportunities for users to share and exchange information and to discuss burning issues in agriculture based on their knowledge and

MATERIAL AND METHODS

The study adopted a descriptive survey and farmers in Ika South Young Farmers Association were purposively sampled due to its relatively conventional mode of small scale farming hence the small scale farmers in the area met the characteristics of the study. The study randomly sampled 80 small scale farmers in the area and questionnaires and focus group discussion was also used to obtain information from the farmers.

Of recent, the number of extension workers has been decreasing drastically while the number of small scale farmers has been increasing therefore creating the need for innovative services to address this gap. (Gakuru et al., 2009). Compared with agriculture sector in developing countries, agriculture is becoming increasingly knowledge intensive. As agriculture systems become more complex, farmers’ access to reliable, timely and relevant information sources become more critical to their competitiveness. Information must be relevant and meaningful to farmers, in addition to being packaged and delivered in a way preferred by them. ( Diekmann Loibl & Batte, 2009).

From the study, it was established that farmers required agricultural information to make the right decisions. The study further revealed that farmers require adequate and reliable agricultural information.

Furthermore 90% of the respondents agreed that they seek information from different sources in terms of literacy levels 80% of the respondents were well educated and hence are able to educate other farmers. On the other hand, 95% of the respondents had educational background in agriculture which gave them more advantages than other farmers.

In terms of availability of extension services, the study revealed that few extension officers were in place but they were not readily available to give farmers extension services due to the high demand of the extensions services and the present restriction caused by Corona Virus. This forced many farmers to seek alternative avenues like social media to get agricultural information. The study revealed that 85% of, the respondents agreed that extension officers provide information on small holder include enterprise selection, farm planning, market price information and farm visits.

The study established that Besses’ District has public extension officers available for the entire district which is insufficient and this supports Gakuru et al. (2009) who stated that the number of extension workers has been decreasing while farmer numbers have been increasing; hence the need for innovative services to address this gap. Furthermore, the extension information offered is out of date, irrelevant and not applicable to small farmers’ needs, leaving such farmers with very little information or resources to improve their productivity.

Majority of the farmers use social media to seek for a variety of agricultural information, mostly scientific, educational and technology based, including training information, agrochemicals and technological information. The study further revealed that 65% of farmers however do not take as much interest in market based agricultural information including market trends, price, and stock available as well as credit facilities, source, terms and conditions.

It follows then, that, farmers in the study area source for agricultural information from a variety of avenues, key among which include the internet, social media and extension services. As such, the social media, as compared to other sources is significantly adopted among farmers in the study area.

Extension services can be made available using various 1CT channels. Broad basing agricultural extension activities; developing farming system research and extension; having location-specific modules of research and extension; and promoting market extension, sustainable agricultural development, participatory research, etc. are some of the numerous areas where ICT can play an important role (Mbugua et al., 2012). They further state that IT can help by enabling extension workers to gather, store, retrieve and disseminate a broad range of information needed by farmers, thus transforming them from extension workers into knowledge workers.

Respondents were further asked to indicate the various challenges they encountered when trying to obtain information from social media. Among the most common challenges faced include poor network access, power outages, and costly charges when accessing the internet.

From the study, it can be concluded that majority of farmers have a positive attitude towards the use of social media in seeking agricultural information. Facebook is the most common social media platform among farmers in the study area.

Further deduction indicated that while most farmers using social media are active on the same, few either rarely or never use the media to obtain agricultural information. Majority of the young farmers’ source for agricultural information from variety of avenues. They have only little interest in market-based agricultural information, market trend, price and stock availability and credit facilities.

It can be concluded that majority of the young farmers in Ika South highly require agricultural information especially on training information, agrochemicals and technological information.

RECOMMENDATIONS

From the study it is recommended that the authority in Ika South should establish government owned information centers for young farmers to access agricultural information online with stable power supply.

Instead of much effort given to communication campaigns, social media can complement especially now that we’re observing social distancing, as a result of Corona Virus pandemic.

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NSSO. (2014). Key Indicators of Situation of Agricultural Households in India, NSS 70thRound, Ministry of Statistics and Programme Implementation Ministry of Statistics program Implementation, GOI, New Delhi.

Shanthinichandra, K., and Mohanraj. (2013). Farmers’ Willingness to Pay (WTP) Behaviour for ICT Based Extension Approach, International J. of Exten. Ed. 9:24-31.

Thomas, K. Micheal, O. and Silahs, C. (2016). Thomas, K. et al, 2016. Impact of Social media on Agricultural Extension in Kenya. Int. Journal of Agricultural Extension anfd Rural Dev. Stud. Vol3. No.1, 30-36.

World Bank (2016). World.Development Report 2016: Digital Dividends. Washington

2021 Association for Digital Education and Communications Technology Conference Proceedings Copyright © by SALUBI HANNAH OYEYINKA. All Rights Reserved.

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Social Media for Agriculture

• Introduction

• Case Study - Slide Show

• Contact Details

The influence of social media in agriculture

By Ben Watts

Farming can typically be isolating, but communication within agriculture has never been more accessible at the tip of your fingers than now. With access to an internet connection social media can be incorporated into businesses to make communication a better and more efficient process.

Due to changing technology methods of production in Ag have developed extensively in recent years. Coinciding with the changes in tech are new methods being introduced to communicate these developments. Farming has a negativity surrounding its image due to organizations campaigning against the industries environmental values and treatment of animals. New methods of communication however are working to change the public perception by educating them and enabling them to form their best opinion on Ag and food production.  

As Ag is becoming more diverse it can be said that people are becoming further physically removed from the farm. For most Americans its been 3 or 4 generations since they have lived on farmland with the average age of the modern farmer being 58. Due to a more diverse population its vital agriculturists explore other methods of communication as face-to-face dialogue alone is no longer efficient enough to converse their message. Many farmers however are still lagging despite having knowledge of the latest tech such as smart phones, tablets and the internet. If missing out on using Social Media platforms farmers will miss the chance to educate, communicate and promote themselves to their audience. More farmers are however becoming computer literate and embracing new tech to establish a personal connection with customers. ­­Social media is valuable in that it blurs the line between tech and social interaction.

Agricultural experts who are struggling with implementing new tech into their business should look for assistance from organizations who provide the necessary training to farmers and community owned businesses. An example would be from ‘The Institute for Rural Affairs’ based in Illinois. Their Cooperative Development Centre focuses on helping farmers excel in tech and developing a modern long-term vision for their business.

The main benefits for Ag businesses expanding into social media are that you get to convert and develop a relationship with customers and other professionals in the industry. The instantly accessible nature of social media is ideal for implementing a dialogue, managing and educating your audience. It also allows quick and responsive networking between Ag experts. Farmers can create their individual social media and brand strategy through Facebook, Twitter, YouTube or blogs. This will enable them to use a story format while reaching a mass audience, particularly through Twitter and Facebook which now has over 1.2billion users. It will also give farmers the platform to amplify their message on the state of tech in architecture including what’s important to them and the changes they would like to see in the industry. Twitter is great for audience accessibility as it’s a growing social media source which uses swift forms of messaging and has ‘tweets’ which are available to be seen by anyone on the platform who shares a keen interest on the subject.

Rather than being buried within the pages of a newspaper or magazine, platforms such as Twitter and Facebook will make sure messages will not go unnoticed in their circle of influence, particularly if you manage to go viral. Social media will also allow Ag businesses to see any current news regarding their audience and other farmers which could give them a competitive edge they previously didn’t have.  Since the growth of social media in AG, audiences have been interacting more and displaying their curiosity in the industry.

Anti Ag activists also make frequent use of the platforms to voice their opinions. Lots of negativity has surrounded the Ag industry from social media, mostly at a time when farmers weren’t tech savvy. Information whether true or fake will spread rapidly through social media. Animal rights organizations such as PETA and HSUS have harnessed this power much to the detriment of the Ag industry. An example would be these organizations portraying a negative image of how animals such as pigs are being mistreated, which could put consumers off buying pork products. These negatives could yet serve a positive long-term effect for social media presence in Ag, as farmers will be motivated to take advantage of the platforms to combat any criticism. The breeding of stereotypes will impact how consumers are viewing their business.

Social media is now so popular that it’s reached a point where the positives and negatives are no longer as applicable as its only bad for business if you are not using the platform. Businesses in Ag who don’t use social media will face an uphill battle for industry relevance as well as helping their own industry develop. Adding value to the business brand and changing the behaviour of your audience is the combination to being successful in social media.

Challenge Advisory has designed an exclusive 2- day agricultural workshop,  AG 4.0 , whose main mission is to help farmers better engage with the latest technology available in the market and present a wide range of solutions for the modern farmer.

To address these challenges we are bringing key stakeholders from throughout US agriculture together to tackle the most issues in relation to the stability of the market. To find out how this will be achieved, and whether you can be involved in this, follow the link here and below:

www.challenge.org/ag40

ABOUT AG 4.0

Challenge Advisory is bringing together AG 4.0, a unique workshop where organisations will have the ability to network amongst each other for precise and profitable resolutions across the entire industry. There will be  +40 speakers , 20 workshops, and networking sessions designed to create partnerships and profitable business development, helping to find cross-specialism solutions to current sectoral challenges.

Join Challenge Advisory and all our stakeholders for education, interoperability and investment relating to the latest technology in digital agriculture – click here to find out more:

[email protected]

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2011 - 2018 CHALLENGE ADVISORY LLP, a UK limited liability partnership, is a member firm of the CHALLENGE ADVISORY network of independent member firms. Challenge Advisory LLP is a limited liability partnership registered in England and Wales with registered number OC380630.Challenge Advisory LLP has a registered office at 1 Ella Mews, Hampstead, London, NW3 2NH, Tel: 00 44 207 096 1255

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Please note you do not have access to teaching notes, usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of india.

Journal of Social Marketing

ISSN : 2042-6763

Article publication date: 21 June 2021

Issue publication date: 23 November 2021

Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation.

Design/methodology/approach

The study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing.

New media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information.

Research limitations/implications

Despite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995).

Practical implications

From the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming.

Originality/value

The researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural change and adoption of new media for better and sustainable agriculture. It has gauged into the factors that affect new media accessibility and usability among farmers and simultaneously gave strategy for behavioural change.

• E-agricultural learning
• New media accessibility
• New media usability
• Social marketing

Das, P. and Pradip, D. (2021), "Usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of India", Journal of Social Marketing , Vol. 11 No. 4, pp. 357-377. https://doi.org/10.1108/JSOCM-11-2019-0203

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TikTok Builds Empathy

Posted: April 3, 2024

Farmers are accustomed to producing crops and other goods, but a study led by College of Agricultural Sciences researchers suggests the social media platform TikTok may help them cultivate something new: empathy about climate change.

The researchers examined how users engaged with TikTok videos posted by farmers during the 26th United Nations Climate Change Conference. They analyzed whether the conversations fit into three levels of empathy, including emotional empathy and two types of cognitive empathy.

They also interviewed farmers to better explore their values, attitudes and beliefs surrounding climate change dialogues on the TikTok platform.

The team found that many people responded to the videos with warmth and compassion, signaling emotional empathy. However, the videos were not as successful at triggering cognitive empathy, in this case defined as viewers going beyond compassion to thinking critically about the content by adding their own thoughts or asking further questions.

The findings suggest that platforms such as TikTok offer new ways for farmers to communicate with consumers, said Ilkay Unay-Gailhard, a researcher at the Leibniz Institute of Agricultural Development in Transition Economies who led the study while completing a fellowship at Penn State.

—Katie Bohn

Latest Issue

Kim Mulkey, coach of Louisiana State University’s women’s basketball, has a formula for success. Her teams have won four national titles and counting. One of her motivators through the years has been to lead her players with a chip on her shoulder — and theirs.

That combativeness worked less well for her as The Washington Post readied an in-depth profile. In advance and sight unseen she described it as a “hit piece,” said reporter Kent Babb was “sleazy” and threatened to sue. The piece dropped over the weekend , coinciding with the last stages of the NCAA championship tournament.

The first thing to say is that while the story had several long sections of criticism, on the whole, it was not all that negative. Babb fully credited Mulkey’s success as a coach as well as her willingness to sign autographs and otherwise engage fans directly.

High on Mulkey’s list of beefs was that Babb interviewed her estranged father and estranged sister. However, she herself had opened the door to the topic in a 2007 autobiography. Even granted that Mulkey’s sole professional focus, as she says, is winning basketball games, the notion that the subject of a major profile should be off limits was at best naive. If family estrangement is part of the story arc, it’s standard for the reporter to dig deeper.

Babb did turn up the heat on that angle, including late in the piece a description of the father watching her games on TV in his very modest home, wishing for a reconciliation but not really expecting one.

A second long passage concerned Mulkey’s seeming hostility toward gay players. Her sharp tongue was more directed at their clothing choices and self-presentation than what they did in the bedroom. But it’s been a bad look in women’s sports, where acceptance of LGBTQ+ players has been a long time coming.

The leading case in point was how she treated Brittney Griner, her star player a decade ago at Baylor University, and openly gay. When Griner was imprisoned in Russia in 2022, Mulkey conspicuously did not join the chorus calling for her release.

Babb did quote Mulkey’s representatives saying she had prayed often for Griner’s release.

The sports journalism community separately took a hit Friday when the Los Angeles Times published a commentary by staff writer Ben Bolch comparing LSU to weekend opponent UCLA. It included a more-than-unfortunate phrase describing Mulkey’s LSU players as “dirty debutantes.”

In a Google search, I found that the racy Urban Dictionary doesn’t even define “dirty debutantes.” The term is, however, the title of a series of pornographic videos. An embarrassed Los Angeles Times has reedited Bolch’s piece and apologized that the original “did not meet Times editorial standards.”

On my scorecard credit, Mulkey with a three-pointer in her indignation against the Los Angeles Times. In the bigger game against The Washington Post, she was not a winner.

By Rick Edmonds, media business analyst and sports fan

‘Don’t bet your 401(k)’ on Truth Social

Former President Donald Trump’s social media company said Monday it lost more than $58 million last year, sending its stock down 25% only days after it went public at a valuation of over $8 billion .

The figures come from new Securities and Exchange Commission filings from the company, Trump Media & Technology Group, which logged that loss while making just $4.1 million in revenue for the same period.

The Washington Post’s Drew Harwell reports that the company’s share price drop “shaved off a quarter of its market value in a single day” and cut the value of Trump’s personal ownership in the company by $1 billion.

The new filings also detailed a number of risk factors for potential shareholders, including Trump’s status as “the subject of numerous legal proceedings, the scope and scale of which are unprecedented for a former President of the United States and current candidate for that office.”

An “adverse outcome” in one of the cases against Trump could negatively affect stock value, the filing states.

USA Today columnist Chris Brennan issued a warning for those thinking about buying Truth Social stock: “Maybe don’t bet your 401(k) on this one.”

The public debut valuation didn’t reflect the struggling business of Trump’s Truth Social, Axios’ Sara Fischer reported last week . Truth Social has a sliver of the users and income of other social networks that have gone public, with essentially a meme stock market value “completely divorced from its financial reality,” Fischer wrote.

The Daily Beast’s senior media reporter Justin Baragona offered a comparison for the company’s $58 million loss: “These numbers are similar to The Messenger, which went under in less than a year.”

By Annie Aguiar, audience engagement producer

Today is International Fact-Checking Day

What better day is there than April 2 — the day after brands you followed on Facebook a decade ago post cringe jokes to remind you that they still exist — to celebrate facts? International Fact-Checking Day, founded by the International Fact-Checking Network at Poynter, is an annual celebration and rallying cry for more truth in public health, journalism, and everyday life.

Celebrate this year by:

• Reading a series of urgent columns from fact-checkers around the world (including this necessary commentary on why fact-checking is not censorship from IFCN director Angie Drobnic Holan)
• Watching our annual State of the Fact-Checkers Report today at 9 a.m. Eastern time
• Participating in a free training session about the structure and investigative potential of the messaging app Telegram with investigative journalist Jane Lytvynenko on Thursday, April 4 at 9:30 a.m. Eastern.

Live long and foster truths. May the facts be with you.

By Ren LaForme, managing editor

We want to know what your newsroom is creating with AI

If your newsroom is already publishing using generative artificial intelligence assistance, or you’re using it for coding or business-side tasks, I would like to hear about your projects. Last week, Poynter published an AI ethics policy starter kit for newsrooms thinking about using AI, but we know there are some smart people out there who are already using these tools. I would love to chat with you to learn what you’re working on, and how you’ve built it.

If you’re interested in chatting with me and sharing your projects, fill out this form . Responses will not be included in any publication without permission.

By Tony Elkins, Poynter faculty

Media tidbits and links

• Sports Illustrated’s will-they-or-won’t-they shutter saga is currently a pretty strong “they won’t,” thanks to sports media company Minute Media. Authentic Brands Group, which owns the storied sports publication, licensed the brand to Minute Media in February after a tumultuous run by another company, Arena Group, seemed to lead to SI’s imminent closure. Now, Authentic is suing Manoj Bhargava, who controls Arena, for “$48.75 million in missed payments, as well as damages for infringing on Sports Illustrated’s copyrights and trademarks.” The New York Times’ Benjamin Mullin has more in “Sports Illustrated’s Owner Sues Energy Drink Mogul After Chaos at Magazine.”
• In February, Vice News, once a snarling darling of the startup news space, went kaput. Vice closed its news division, laid off staff and ceased publishing on its website. Who’s to blame? The Verge’s Elizabeth Lopatto writes that she “talked to more than 20 people, including investors, creditors, and former Vice executives and employees at all levels of the company — and their only real point of disagreement was whether (co-founder and former CEO Shane) Smith or his successor, Nancy Dubuc, deserved more of the blame for the company’s collapse.” Read more in “Transparent Vice: Vice was once promised to become the brash young voice of news. But wild expenses, shady deals, and greed turned it into ‘a f*****g clown show.’”
• Good news for those who like to leverage generative artificial intelligence to spread misinformation; troubling news for fact-checkers and journalists: Axios’ Ina Fried with “You will no longer need to log in to use ChatGPT.”
• The Asheville Citizen-Times spent 85 years in the same building — until March 31. In a column, Asheville Watchdog’s John Boyle, a former longtime Citizen-Times staffer, explains why the building was more than just “brick, concrete, wood, steel, and glass” in “A bittersweet farewell to the former Citizen Times building, from journalists who spent much of their lives there.”
• For the Kansas Reflector, Sherman Smith with “Kansas newspaper that was raided by Marion police sues officials for attack on free press.”
• Pulitzer Prize-winning reporter and longtime Sacramento Bee staffer Denny J. Walsh has died. He was 88. Sam Stanton wrote an obit for the Bee .
• Vanity Fair’s Adrian Carrasquillo with “How Univision and the White House Reconciled After ‘Softball’ Trump Interview.”
• For Axios, Sara Fischer and Barak Ravid with “Netanyahu signals he will shutter local Al Jazeera bureau under new law.” The National Press Club also issued a statement .
• Semafor’s Max Tani with “Apple muscles in on subscription podcasts.”

More resources for journalists

• Work-Life Chemistry newsletter course: Ditch work-life balance for a more sustainable approach. Sign up for this six-week email course .
• Poynter Producer Project ,  June 4-Sept. 10: Apply by April 14 .
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• Got a story you’d like to write for Poynter? Email [email protected] with your idea, approximate timeline and word count.

Have feedback or a tip? Email Poynter senior media writer Tom Jones at [email protected] .

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Fact-checking grows but concerns remain over funding, harassment, report finds

The 2023 State of the Fact-Checkers report surveyed 137 fact-checking organizations across at least 69 countries

Opinion | Elon Musk hired safety chiefs for X. Will it actually get safer?

Based on Musk’s history as the owner of the social network, you can see why the news has been met with skepticism.

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Final Rule: Greenhouse Gas Emissions Standards for Heavy-Duty Vehicles – Phase 3

• 42 U.S.C. §7401 - 7671q
• 40 CFR Parts 86, 1036, 1037, 1039, 1054, 1065
• EPA-HQ-OAR-2022-0985

On this page:

Rule summary, rule history, additional resources.

• Regulations for Greenhouse Gas Emissions from Commercial Trucks & Buses
• Regulations for Smog, Soot, and Other Air Pollution from Commercial Trucks & Buses

Para información en español, haga clic aquí .

On March 29, 2024, the U.S. Environmental Protection Agency (EPA) announced a final rule, “Greenhouse Gas Emissions Standards for Heavy-Duty Vehicles – Phase 3,” that sets stronger standards to reduce greenhouse gas emissions from heavy-duty (HD) vehicles beginning in model year (MY) 2027. The new standards will be applicable to HD vocational vehicles (such as delivery trucks, refuse haulers, public utility trucks, transit, shuttle, school buses, etc.) and tractors (such as day cabs and sleeper cabs on tractor-trailer trucks).

The final “Phase 3” standards build on EPA’s Heavy-Duty Phase 2 program from 2016 and maintain that program’s flexible structure, which is designed to reflect the diverse nature of the heavy-duty vehicle industry. The standards are technology-neutral and performance-based, allowing each manufacturer to choose what set of emissions control technologies is best suited for them and the needs of their customers.

• Final Rule: Greenhouse Gas Emissions Standards for Heavy-Duty Vehicles -Phase 3 (pdf) (8.5 MB, pre-publication, signed March 2024)
• Proposed Rule: Greenhouse Gas Emissions Standards for Heavy-Duty Vehicles – Phase 3
• Fact Sheet: Final Standards to Reduce Greenhouse Gas Emissions from Heavy-Duty Vehicles for Model Year 2027 and Beyond (pdf) (185.2 KB, March 2024, EPA-420-F-24-018)
• Fact sheet in Spanish: Normas finales para reducir las emisiones de gases de efecto invernadero de los vehículos pesados modelos del año 2027 y posteriores (pdf) (191.6 KB, March 2024, EPA-420-F-24-019)
• Regulatory Impact Analysis: Control of Air Pollution from New Motor Vehicles: Heavy-Duty Engine and Vehicle Standards Regulatory Impact Analysis (pdf) (14.2 MB, March 2024, EPA-420-R-24-006)
• Response to Comments: Greenhouse Gas Emissions Standards for Heavy-Duty Vehicles: Phase 3 (pdf) (16 MB, March 2024, EPA-420-R-24-007)
• Redline Version of EPA’s Final Regulation for Greenhouse Gas Emissions Standards for Heavy-Duty Vehicles: Phase 3 (pdf) (6.5 MB, April 2024)
• Regulations for Emissions from Vehicles and Engines Home
• Greenhouse Gas