Incorporation of social media use in agricultural information dissemination by extension officers for farmers in Limpopo Province

Abstract

The use of social media in agriculture has become essential due to its ability to promote dialogue, mass communication, marketing, and information dissemination. Social media platforms such as Twitter (now called X), WhatsApp, Facebook, Instagram, and TikTok enable farmers to interact with influential people in the agricultural industry, access information from several sources online, and connect with consumers. However, the traditional methods of disseminating information physically to farmers are no longer effective and only reach a small portion of farmers at a given time. To address this issue, a survey was carried out in the Limpopo Province of South Africa, which focused on developing a model for extension officers to use when incorporating social media for information dissemination. The study utilised a convergent parallel research design and mixed-methods approach, including qualitative and quantitative data collection methods. The sample size was determined using a multi-stage sampling procedure, and data analysis techniques included descriptive statistics, Multinomial Logistic Regression Analysis, and thematic content analysis. The study utilised Multistage Sampling and Proportional Random Sampling as its model processes for the selection of extension officers and farmers. In the first stage, the population of Limpopo Province was divided into five strata, which were Sekhukhune, Waterberg, Capricorn, Mopani and Vhembe districts. In the second stage, Multistage Sampling and Simple Random Sampling was used to select farmers and extension officers. The sample size calculated for extension officers was 194 and for farmers, it was 400 at a 0.05 margin of error. The findings revealed the importance of considering socio-economic factors such as marital status, age, gender, and education in designing interventions for farmers. WhatsApp emerged as the most widely used platform among farmers, followed by Facebook, while Instagram, Twitter, TikTok, and YouTube, which had varying degrees of usage. For extension officers, WhatsApp emerged as the most widely used platform, followed by Facebook and YouTube. The study highlights the efficiency of

WhatsApp for communication in remote areas and the ability of Facebook to create online communities. The model developed from this study considers the socio-economic features of farmers in the Limpopo Province, as well as their use of social media platforms, such as WhatsApp and Facebook, for agricultural purposes. The study recommends that extension officers develop and implement training programmes that focus on teaching farmers how to effectively use social media platforms for accessing agricultural information, marketing their products, and collaborating with other farmers. Additionally, policymakers need to enhance the accessibility of traditional sources of agricultural information and improve internet infrastructure in rural areas. Overall, the study provides insights into the use of social media in agricultural communication and offers recommendations for effective information dissemination between extension officers and farmers in the context of agricultural extension services. Incorporating social media in agriculture is a relatively new phenomenon that has the potential to revolutionise the industry. Social media platforms have the ability to provide farmers with real-time information on weather patterns, market trends, and other relevant data, allowing them to make informed decisions about their farming practices. Additionally, social media can be used to promote products and services, connect with other farmers, and exchange ideas and knowledge. The study conducted in the Limpopo Province of South Africa sheds light on the potential of social media in agriculture and highlights the importance of considering socio-economic factors in designing interventions for farmers. The study also emphasises the need for training programmes that focus on teaching farmers how to effectively use social media platforms for accessing agricultural information, marketing their products, and collaborating with other farmers. By implementing these recommendations, extension officers can help farmers improve their agricultural practices and enhance their livelihoods.