Constraints and Suggestions for the Effective Utilization of Social Media among Farmers in Tiruchirappalli District: An Analysis

Information and Communication Technologies (ICTs) have significantly transformed the way information is created, shared and accessed across various sectors, including agriculture. Among these technologies, social media platforms have emerged as effective communication tools, enabling the rapid dissemination of agricultural information and facilitating interaction among farmers, researchers, extension personnel and other stakeholders. In recent years, the adoption of social media for agricultural communication has been increased considerably due to its accessibility, cost-effectiveness and ability to provide real-time information. However, several barriers continue to limit its effective utilization among farming communities. The present study was undertaken to identify the major constraints faced by farmers in using social media for accessing agricultural information and to document their suggestions for improving its effectiveness as a communication medium. Primary data were collected from 120 farmers selected from different blocks of Tiruchirappalli District, Tamil Nadu, using a structured interview schedule. The findings revealed that the major constraints reported by the respondents were a lack of awareness of innovative agricultural technologies (78.33 per cent), the high cost of internet data packages (76.67 per cent), and an irregular electricity supply (70.83 per cent), which adversely affected their access to social media platforms. These challenges hinder the timely acquisition and utilization of agricultural information, thereby reducing the potential benefits of digital communication technologies. The study also documented farmers' suggestions for enhancing the effective utilization of social media, including improving digital literacy, ensuring affordable internet connectivity, strengthening rural infrastructure, and providing reliable electricity supply. The findings offer valuable insights for policymakers, agricultural extension agencies and information providers in designing appropriate interventions to promote the effective use of social media for agricultural information dissemination and to improve farmers' access to timely, accurate and relevant agricultural knowledge.

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