ROLE OF SOCIAL MEDIA IN AGRICULTURAL EXTENSION SERVICE DELIVERY: A STAKEHOLDER ANALYSISK. Raghavendra Chowdary, M. Ravi Kishore, Y. Reddi Ramu and R. Sarada Jayalakshmi DeviAbstract Social media are modern-day digital communication means comprising various tools that allow interaction among people and information exchange worldwide. Its active users have reached around 4.48 billion globally as 2021. Since agricultural extension service delivery is primarily a communication process, proper amalgamation of social media is necessary. However, owing to the importance of social media in agricultural extension service delivery. A study on role of social media in agricultural extension service delivery: A stakeholder analysis was conducted and revealed that cent percent of the stakeholders (farmers, extension functionaries and input agencies) were using social media platforms like YouTube and whatsapp for various agri purposes. For crop production technologies farmers were relying on YouTube, extension functionaries on whatsapp and input agencies on Facebook. For Horticultural Crop Production farmers were relying on whatsapp, extension functionaries on YouTube and input agencies on Facebook and portals. For weather based agro advisory farmers were relying on weather related apps, extension functionaries on whatsapp and input agencies on apps and whatsapp. |