Analysis Of The Social Media Usage By The Indian Council Of Agricultural Research (Icar) For Agri Communication

Abstract

The rapid expansion and integration of new digital technologies and social media have been significant factors in harnessing the positive impact of communication in almost all sectors. The digital revolution can be utilised to transform the face of agricultural communication. The study's main aim is to determine the social media integration by the Indian Council of Agricultural Research for agricultural communication and outreach by analysing the level of engagement (likes, shares and comments) that ICAR’s social media posts generate. The research methodology encompassed for the study includes quantitative analysis of the Facebook page of ICAR.