Effectiveness of social media in enhancing communication among farmers in Sokoto state, Nigeria

Effectiveness of social media in Sokoto state, Nigeria

Abstract

Social media is a powerful communication tool that can be used in agricultural extension and advisory services to disseminate content and lead horizontal conversations among experts and farmers alike. Thus, the present study was conducted to assess the effectiveness of social media for communication among farmers in Sokoto state, Nigeria. Primary data were obtained using a questionnaire administered to 151 respondents selected through simple random sampling from a sampling frame of registered e-extension farmers. Data were analyzed using descriptive and inferential statistics (Pearson Product Moment Correlation). Results revealed that the majority (73.56%) of respondents had a secondary school certificate, with an average household size of 8 and a mean annual income of ₦412,218.54 ($304.93). They had averagely spent 10.4 years engaged in farming. Facebook was mostly used by majority (54%) of the respondents among other social media to communicate with fellow farmers on issues centred on crop production (41.72%), pest and disease control (15.90%), agricultural credit facilities (15.23%), and livestock production (12.58%), for an average of 7.39 years. Social media was reported as effective (35%) or highly effective (65.00%) for communication among farmers. However, communication was constrained by poor network (43.05%), lack of quality control (22.52%), cost of data (18.54%), and poor electricity supply (15.89%). A moderately significant positive association was found between educational level (r = 0.386, p < 0.001), annual income (r = 0.430, p < 0.001), and the effectiveness of social media for communication among farmers. Hence, extension service providers need to further explore social media for better delivery.

Ann. Bangladesh Agric. 30(1): 75-84