Agricultural communication used to be “top-down” from the corporation to the client information diffusion • Recent agreicultural and rural innovation suggest important strategies and services affect the communication process because ehtye connect different actors needed for the innovations and promote actions. These include: o Demand articulation o Knowledge brokerage o Visioning and scenario building o Group process facilitation o Interactive institutional assessment o Design experimatatin o Etc. • Social media enhances the connectedness of the actors/components • Social media intensivies communication in 2 major ways 1. Amplifying messages from traditional media 2. Enabling new ways of collaboration and co-creation • Social media implications o More people can use their voice than before o Info can be increasingly set free for ppl who need it for knowledge creation but who cannot access it o Ppl have more freedom to be creative as individuals and collectively
• Social media is less social in agri/rural innovation – it is used to generate ideas Methods and Data Sources • Ontario has over a quarter of Canada’s farms and is the largest argriculturea nd food processing sector in Canada • Farming in ON is a major generator of jobs and related jobs • Reports from paper – preliminary results of an inventory of social media used by individuals involved in agri-food innovation. Searched a combination of words on social media related to agri/rural. Findings • Trends in the users of social media o Findings indicate that SM in agrifood and rural sectors are at an early stage o Ontario based individuals and organizations are the most active in the Canadian networks o Scale and intensity of agri-food and rurarl development initatives in ON are relatively large compared to other provinces o Wide range of stakeholders who are deploying social media o Individual farmer and farm based social media accounts are predominant o Text and Discussion posts are the preferred format • Social media for organizational development and transfer o Social marketing campaigns – campaigns are an important driver for social media use aimed at creating awareness of specific issues and targeting behavioural changes o Social media for community engagement – use of social media for connecting relevant stakeholders, linking information and sharing potential resources o Social media for community engagement – used to create oppurtunities for attracting financial support from the community and beyond. o Social media for enhancing outreach and business – findings indicate that a small number of private sector companies have made a business from building websites for farmers, including platforms that incorporate social media.