The Transformative Power of Social Media in Agriculture: Inspiring Stories

The advent of social media has revolutionised the way people communicate worldwide. But in a growing number of developing countries, these tools are being put to increasingly good effect to drive agricultural and rural development, often with dramatic results. A new publication from the Technical Centre for Agricultural and Rural Cooperation (CTA) documents the transformative power of these innovative technologies. Based on 18 case studies drawn from across African, Caribbean and Pacific (ACP) countries , Embracing Web 2.0 and Social Media: A life-changing pathway for agricultural development actors provides testimonies on how Web 2.0 and social media are contributing to better engagement of stakeholders in policy dialogue and advocacy, marketing and the provision of information services.

The booklet documents a wide range of practical applications for Web 2.0 and social media in ACP settings. Some farmers have found that Facebook can be an excellent marketing channel to promote their products. Extension agents are discovering that social media is a highly effective way of communicating with the people they serve. Agricultural organisations are using a range of social media tools to mount advocacy campaigns aimed at influencing policy-makers. Researchers are using online collaboration tools to work on joint publications, while more and more young people are using new ICT skills to blog about important rural development issues. Others are seizing opportunities to develop innovative online services and launch their own companies as agripreneurs.

“Social media has become part of everyday life for most people in the developed world. But it has created a life-changing experience for many people in rural areas who have come to use it,” said CTA Director Michael Hailu.

All the stories featured in the booklet revolve around people who have benefited from a CTA-led campaign to make Web 2.0 and social media tools more accessible to agriculture and rural development actors in ACP countries.

The figures speak volumes: more than 4,000 individuals trained, 176 face-to-face training events – known as Web 2.0 and social media learning opportunities (LOs) – held in 44 ACP countries. In 2013, the Web 2.0 and social media LOs carried off the prestigious World Summit on the Information Society (WSIS) Project Prize in the e-Agriculture category.

Impact assessment studies conducted by CTA have revealed that its Web 2.0 and social media capacity-building activities have led to greater inclusion and empowerment for participants, often with far-reaching repercussions for themselves and the people with whom they interact. Adoption rates are high, with young women emerging as the most likely players to adopt social media, following a training course.

In Uganda, local NGOs are using ICTs to support producers, processors and other actors in agricultural value chains. Agronomists from Madagascar are using Web 2.0 and social media to develop knowledge about apiculture. In Central Africa, a farmers’ network institutionalised social media and improved its operational effectiveness. In Samoa, a Facebook and Twitter marketing campaign is producing impressive results for women weavers of ceremonial mats. And in the Caribbean, bloggers and social media reporters are helping other young people to plan a future in farming.

“Many people have told us that the training sessions have not only changed their working behaviour, but their whole lives,” said Giacomo Rambaldi, Senior Programme Coordinator at CTA.

The official launch of the CTA publication will be held on 26 November 2015 during the International Day of Vrije University (VU) in Amsterdam.

The booklet is available for order in print form or for free download from the CTA publications catalogue

PGIS / PPGIS Community Growth updates

The PGIS/PPGIS Community of Practice is present on Dgroups since 2003, on LinkedIn since June 2008 and Facebook since May 2010.

Here are some stats about its growth:

DGroups:
# of members on 31/12/14:       2,643
Growth over the year 2014:         +3%

LinkedIn:
# of members on 31/12/14:      2,364
Growth over the year 2014:         +6%

Facebook:
# of Likes on 31/12/14:             1,428
Growth over the year 2014:        +14%

Twitter:
# of followers on 31/12/14:          611
Growth over the year 2014:        +10%

A new PGIS twitter account has been creates to report on PGIS activities run by CTA. You are welcome to follow it as well.

Be reminded that on Dgroups there are four PGIS/PPGIS communities. One for a global audience in English, and language-defined French, Spanish and Portuguese chapters. The above image shows the geographic distribution on members on the global (English) list.

Tobagonians will build a participatory 3D model of Tobago to plan for impacts of climate change and extreme climatic events

Over 200 residents of Tobago will come together in early October 2012 to build a three-dimensional model of Tobago. The process will contribute to formulating responses and develop action plans addressing the impacts of climate change and extreme climatic events.

The process will be facilitated by the Caribbean Natural Resources Institute (CANARI), the University of the West Indies (UWI), the Tobago House of Assembly (THA), Division of Agriculture, Marine Affairs, Marketing and the Environment (DAME) and the Partners with Melanesians (PwM).  The project is funded by the Technical Centre for Agricultural and Rural Cooperation ACP-EU (CTA) and the United Nations Development Programme and the Global Environment Facility (GEF) Small Grants Programme (SGP).

The project will pilot, for the first time in the region, the use of participatory three-dimensional modelling (P3DM).  P3DM is a tool that can be used across the Caribbean islands to facilitate effective participation by local communities and other stakeholders in the identification of general policy priorities, as well as specific policies and actions needed on the ground  to address the impacts of climate change and extreme climatic events.  P3DM will allow the recognition of the value of traditional knowledge, increase capacity, facilitate coordination and collaboration across sectors, and build buy-in for implementation of plans for resilience to climate change and extreme climatic events.

In this regard, 15 trainees from the Caribbean region (including five from Tobago) will be trained to facilitate the building of the model. Nearly 50 observers from the region will visit during the construction of the model.  Lessons learned and experiences will be documented and shared using a variety of media including participatory video, blogs and policy briefs.

P3DM produced in Boe Boe, Solomon Islands
Image courtesy of Javier Leon, University of Wollongong

The physical output of the workshop will consist in a 1:10,000-scale 3D model of the entire island of Tobago and its surrounding waters up to a depth of -100 meters. The model will cover an area of approximately 1,152 km2.



Once the model will be completed island'a representatives will produce a civil society agenda to tackle among others climate change issues in the island.  This activity consisting in a 3-day workshop will be facilitated by CANARI, through the support of grant funding from the Federal Republic of Germany.

CTA will further provide capacity building in the domains of Web 2.0 and Social Media to enhance Information, Communication and Knowledge Management (ICKM) among local stakeholders. 

On 5 and 6 September 2012, UWI, DAME and CANARI will host mobilisation meetings in east and south-west Tobago to sensitise the residents in Tobago about the project and to confirm participation of civil society groups in the exercise.

For further information, please contact: Neila Bobb-Prescott - Manager, Forest, Livelihoods and Governance Programme, Caribbean Natural Resources Institute.

Note: The initiative is supported by CTA in the context of the project "Promoting participatory ICTs for adding value to traditional knowledge in climate change adaptation, advocacy and policy processes in the Caribbean and the Pacific". For information on this project you may contact Giacomo Rambaldi, Sr. Programme Coordinator, ICT4D, CTA


Video collection of P3DM initiatives: http://vimeo.com/channels/pgis
P3DM worldwide: www.p3dm.org