Abstract
This study examined the level of competence in the use of social media by urban poultry farmers in Ikorodu LGA, Lagos State, Nigeria. Purposive sampling technique was used to select communities in Ikorodu LGA that had high predominance of poultry farmers. A structured questionnaire was used for data collection, with a target audience of 120 poultry farmers. Objectives were analyzed using simple descriptive statistics such as such as frequency counts, percentages, mean statistics and standard deviation while the hypotheses were tested using the logit and multiple regressions. Results showed; Facebook ( = 3.75), WhatsApp ( = 2.57) and Google ( = 2.35) as preferred social media. Majority had high competence in the use of Facebook ( = 3.75), WhatsApp ( = 3.44) and Google ( = 3.25) but had low level of competence in Pinterest ( = 0.58), Slideshare ( = 0.82) and Academia ( = 0.85). Major information sourced from social media were daily routine management and general housing information. Farm status ( = -2.57), farm experience ( = 2.50) and stock size ( = 2.71) were significant at 1% with level of competence using social media. preferred sources of social media were Facebook, Whatsapp and Google which will help in effective information dissemination to the poultry farmers in the study area. Keywords: Competence, Poultry Farmers, Social media, Urban DOI : 10.7176/NMMC/81-03 Publication date :June 30 th 2019
Highlights
Farmers and agricultural communicators often lag in the adoption of technology and have historically been limited in their access to new communication technologies (Morrison, 2015; Tweeten, 2014)
Facebook is the most popular social networking site used among agricultural organizations because it is well known among the target audience and has received the most scholarly attention (Tweeten, 2014)
The general objective of this study is to assess the level of competence in the use of social media by urban www.iiste.org poultry farmers while the specific objectives are; 1. examine farm characteristics of urban poultry farmers in the study area; 2. assess the level of competence of urban poultry farmers in the use of social media in the study area; 3. ascertain the preferred sources of social media for farm information by urban poultry farmers in the study area; 4. assess the farm information used by urban poultry farmers from social media in the study area; 2
Summary
Farmers and agricultural communicators often lag in the adoption of technology and have historically been limited in their access to new communication technologies (Morrison, 2015; Tweeten, 2014). Henderson and Bowley (2010) defined social media as “collaborative online applications and technologies that enable participation, connectivity, user-generated content, sharing of information, and collaboration amongst a community of users.”. Social media depends on mobile and web based technologies to create highly interactive platforms through which individuals share, co-create, discuss and modify user generated content (Kietzmann and Christopher, 2011). There are various SMs that enable individuals to communicate to one another online and they include; Facebook, twitter, YouTube, Instagram, WhatsApp, blog, LinkedIn etc. Facebook is the most popular social networking site used among agricultural organizations because it is well known among the target audience and has received the most scholarly attention (Tweeten, 2014)
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