Agricultural Extension Agents’ Perceptions Regarding the Use of Social Media in Extension Work

Authors

• Howard M. Wallace II, North Carolina Cooperative Extension ServiceFollow
• K. S. U. Jayaratne, North Carolina State UniversityFollow
• Wendy Warner, North Carolina State UniversityFollow
• Dara BloomFollow
• Julia McKeown, North Carolina State UniversityFollow

Author ORCID Identifier

K. S. U. Jayaratne: https://orcid.org/0000-0001-5591-3905

Abstract

Social media enables Extension agents to reach a large group of clients efficiently. However, research on agricultural Extension agents’ perceptions about social media use in Extension work is limited. The purpose of this study was to determine the perceptions of agricultural Extension agents regarding the use of social media in Extension work. This was a descriptive research study conducted online. Findings confirmed that agricultural Extension agents in North Carolina State find social media helpful in Extension work, such as for the distribution of information to their clients and extending its reach to a larger audience. Extension agents perceive that using social media improves their work performance and saves time and effort when communicating with stakeholders and clients. The use of social media became a regular part of Extension agents’ programming during the COVID-19 pandemic, and they continue to use social media in Extension work. Based on the findings, recommendations were made for promoting the use of social media in Extension work to enhance communication effectiveness.

Recommended Citation

Wallace II, H. M., Jayaratne, K., Warner, W., Bloom, D., & McKeown, J. (2026). Agricultural Extension Agents’ Perceptions Regarding the Use of Social Media in Extension Work. Journal of Human Sciences and Extension, 14(1), 16. DOI: https://doi.org/10.55533/2325-5226.1481

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.