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.

This 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

CTA programme wins top UN prize for its youth and ICT work

The Technical Centre for Agricultural and Rural Cooperation (CTA) has been honoured in the prestigious 2015 World Summit on the Information Society (WSIS) Project Prizes. The Centre won the e-agriculture category for its youth and ICT programme – Agriculture, Rural Development and Youth in the Information Society (ARDYIS).  The prize was presented in Geneva, Switzerland, during the WSIS Forum 2015, the biggest international event in the ICT for Development calendar.
CTA’s ARDYIS entry was proclaimed winner of the e-agriculture category at the prize-giving ceremony on May 26, following a round of online voting and a review by a panel of experts.

The prize marks the third time that CTA has won a WSIS award.

In 2013, the Centre’s Web 2.0 and Social Media Learning Opportunities programme was also named winner of the WSIS Project Prizes contest in the e-agriculture category.

Jointly with the FLMMA network in 2007 CTA won the WSIS award in the domain of e-culture for its activities in the domain of Participatory 3D Modelling in Fiji.

Each year, a series of WSIS Project Prizes recognises initiatives that help to further the goals of bridging the global digital divide and ensuring wider distribution of the benefits that can be generated by information and communications technology (ICT). Launched by the United Nations in 2011, the awards span 18 categories and offer a platform to showcase success stories and models that can be easily replicated.

The CTA ARDYIS programme, a group of initiatives aimed at 18 to 35-year-olds living in African, Caribbean and Pacific (ACP) countries, seeks to connect young people with ICTs and promote their use for agricultural development and enterprise. Key activities include the Youth in Agriculture Blog Competition (YoBloCo Awards), which has so far attracted nearly 300 agricultural blogs, and the AgriHack Talent contest, which supports the development of ICTs, mobile apps and entrepreneurship in agriculture.

An important feature of the ARDYIS programme is the wide range of activities it uses to raise awareness among young people of the potential for ICTs in agriculture. These include e-debates, workshops, information dissemination and support in developing agricultural ICT applications and other entrepreneurial initiatives.

“ARDYIS is an incredibly dynamic project which has opened opportunities for ACP youth in agriculture through ICTs, and strengthened their capacities in using these tools,” said CTA Director Michael Hailu. “So far, the project has reached young people in more than 40 ACP countries and it has supported the development of dozens of ICT prototypes, targeting different segments of agricultural value chains.”

Receiving the award on behalf of CTA at the WSIS ceremony was Ken Lohento, Programme Coordinator, Information and Communication Technologies (ICTs).

“We are very proud of this prize,” said Lohento, who is leading the ARDYIS programme. “the prize also belongs to all the youth who have been participating in the ARDYIS network and who support us with their ideas and contributions. We thank all the people who voted for us from many countries around the world and the ARDYIS Advisory Committee for its support. CTA will continue to work hard to encourage and support greater youth engagement in ICTs for agriculture.”

Building Capacity in using social media for agricultural development in Cook Islands

Rarotonga, Cook Islands, 14 April, 2015 – From 13 to 17 April 2015 the Cook Islands Ministry of Agriculture (MoA) is hosting a Web 2.0 and social media learning opportunity workshop and training. The event held at the MoA’s headquarters in Arorangi, is jointly supported by the Technical Centre for Agricultural and Rural Cooperation (CTA), and the European-Union-funded Pacific Agriculture Policy Project (PAPP) (part of the Intra-ACP Agriculture Policy Project). The Secretariat of the Pacific Community (SPC) is the implementing agency for the European Union funded PAPP project.

Participants in the course posing together
with the Minister of Agriculture, Kiriau Turepu

Participants were drawn from government agencies, including ministries of the environment, agriculture, education and internal affairs, the police and the Seabed Minerals Authority, from the private sector and from civil-society and non-governmental organisations, including the Red Cross, the National Youth Council, national women’s group, and two youth organisations Rotaract, and organics. All were keen to learn how to make best use of online social media tools to generate and share information to achieve both personal development and organisational goals.

The Hon Minister of Agriculture, Kiriau Turepu, delivered the keynote address to more than 25 local participants. He acknowledged the partnership of CTA, SPC and the European Union for offering the opportunity to the Cook Islands to build capacity in information and communication technologies and social media.

“I am particularly pleased for the Ministry of Agriculture to take the lead in promoting social media to generate, manage and disseminate information in this ever-more-connected world we live in. The internet offers tools we can harness for the development of our people. The outer islands may have produce to sell and using the internet they can connect to consumers and markets in Rarotonga. We will be able to share and show new innovative ideas such as growing dragon fruits for example – I can show a friend in Penrhyn steps on growing these fruits using social media.

“As the first of this kind of workshop to be held here in the Cook Islands, we are expecting this group of participants to learn, and make use of the knowledge so that our people are better informed, more articulated in the affairs of development as far as agriculture is concerned.

“Today the speed with which information travels in our work places and the changing technologies that we have at our disposal is extraordinary and important to all of us. Whether it is Facebook, blogging, Twitter, photos you share, these are all extensions of individuals and their personalities. They help portray interests, views and help show people who they are. They offer a platform for you and I to be ourselves, to be creative, to be who we want to be and most importantly, have an audience for all to debate critical innovative ideas that are good and can grow for the future.”

Mr Emil Adams, PPPP Information Communication Management Officer, thanked Permanent Secretary, Dr Matairangi Purea, and MoA Director of Policy, Planning, Mr Patrick Arioka, for the planning and coordination that went into organising the workshop. The good turnout of local participants is testimony of the planning, interest and enthusiasm of stakeholders to release their officers to attend the Web2.0 and social media training.

“Social media tools allow continuous dialogue between groups of individuals to take place on the internet. This online dialogue contributes to a knowledge society where individuals continuously pull information as well contribute content, further enriching knowledge and available to other users. People are empowered when they freely express their opinions on social media, and attain a level of gratification when they get information they want when they want it,” said Mr Adams.

“Accessing the internet allows a farmer in a remote village to directly interact and feedback on government policies affecting rural livelihoods, tweet a photo of a pest outbreak back to researchers for identification and management, or post on Facebook photos of a rural development training.”
Workshop facilitator, Ms Anju Mangal, offered words of warning about the potential of social media, noting that, while it can open up a whole new horizon of possibilities that can improve lives, it can also destroy lives and upset social norms if used wrongly by unscrupulous individuals.

Ms Mangal said that online cyber security is of major concern to individuals and to organisations that want to protect their integrity. Social media policies supported by national infrastructure need to be robust to guide the use of these tools to achieve national goals. Above all, measures are needed to prevent compromising the integrity of government machinery.

In the Cook Islands broadband connection is available to more than 95% of the population, with mobile coverage reaching more than 99% of the population. On Rarotonga only, third-generation (3G) services are available to 11,000 plus mobile connections.

Agriculture currently contributes only 3.8% to GDP, but Mr Arioka expressed his confidence that this can be increased through the use of online tools supported by an enabling policy environment. The Ministry is currently developing a new Strategic Plan to help agriculture services support income streams, food consumption and self sufficiency. Healthy soils, healthy food will underpin the strength of the new Strategic Plan.

CTA, in partnership with SPC, has embarked on a series of regional Web2.0 and social media learning opportunity workshops to strengthen national capacity in the use of social media for agricultural development and climate-change adaptation. National workshops have been completed in Fiji, Papua New Guinea, Samoa and Vanuatu. A second national workshop for the Cook Islands is planned for September 2015.

Here is a link to follow for more information on forthcoming training events.

Follow Web2forDev on Facebook, Twitter and Vimeo and join the community on DGroups and LinkedIn

Discussion list on video production for development cooperation

Vlogging is an essential component of social networking. Are you interested in how to produce videos for educational, ‪‎advocacy‬ or development ‪purposes? Here is the discussion list you should join: https://dgroups.org/cta/video4dev

https://dgroups.org/cta/video4dev

Latest statistics about the Web 2.0 for Development Community of Practice

The Web2forDev Community of Practice was created by CTA in 2006 in anticipation of the Web2forDev International Conference which CTA organised in September 2007 in partnership with FAO, GIZ , IFAD, APC, IICD and other development organisations.

As anticipated in the article published on PLA 59 in June 2009, “The Web2forDev story: towards a community of practice” the community has been steadily growing also as a follow-up of the Web 2.0 and Social Media Learning Opportunities regularly organised by CTA, so far in 37 countries.

Here are some stats about the latest growth of the Web2forDev community on various social media platforms:

Dgroups (En) (since 2006) :
# of members on 31/12/14:      3,874  in 110 countries
Growth over the year 2014:     +46%

Dgroups (Fr) (since 2006)  :
# of members on 31/12/14:      940 in 48 countries

LinkedIn (since July 2007)  :
# of members on 31/12/14:      1,939
Growth over the year 2014:     +20%

Facebook (since July 2007)  :
Total Likes on 31/12/14:          4,060
Growth over the year 2014:      +49%

Twitter (since August 2008)  :
# of followers on 31/12/14:      2,926
Growth over the year 2014:     +18%

The main portal is found at www.web2fordev.net and is available both in English and French.

Web 2.0 and Social Media spread like wildfire in Vanuatu

Group photo of participants of the Web 2.0 and Social Media
training in Port Vila, Vanuatu 2014

Friday 17 October 2014, Secretariat of the Pacific Community (SPC), Vanuatu – Vanuatu is a young state as far as information and communication technology (ICT) is concerned and the development of ICT is very important for the socio-economic growth of the country.'  The first Political Advisor for the Vanuatu Ministry of Agriculture and Forestry, Mrs Emily Tumukon, made this statement in her opening remarks at the beginning of a five-day training workshop on the use of web 2.0 and social media in Port Vila, Vanuatu on 13 October.

The Secretariat of the Pacific Community (SPC), in collaboration with the Technical Centre for Agricultural and Rural Cooperation (CTA), promotes information and knowledge sharing, learning and communication for the agriculture and forestry sectors, using low-cost technology – Web 2.0 and Social Media.

CTA-developed curriculum is designed to help users interact and collaborate with each other in a social media dialogue. Examples of Web 2.0 applications include blogs, , Google Drive, Google +, video sharing sites, photo editing, and sharing social networking sites such as Facebook, Twitter and LinkedIn. These web tools are used in the context of development work and are designed for stakeholders actively engaged in agriculture and rural development / natural resource management in the domains of ICT for development, policies and markets, publishing, communication and media.

Mr Hannington Tate, Vanuatu's Director of Forestry, believes that new ICT tools such as web 2.0 can improve agricultural and forestry information in rural and remote communities of Vanuatu. He maintains that this type of workshop also offers a platform where participants from the government line agencies and those representing different stakeholders can come together to share their experiences and eventually find out how they can collaborate by making use of each others’ networks in order to better reach and serve the people of the country.

The Vanuatu Government CIO (Chief Information Officer), Mr Fred Samuel, stated that the Vanuatu Government recognised ICT as an enabler for social and economic development in the country.  He emphasised that it is now important to create online content that users and citizens can access, and that is the reason such training is needed. He added that web 2.0 represents an important shift in the way digital information is created, shared, stored, distributed, and manipulated.

The five-day learning opportunity is currently under way in Port Vila. Twenty-three participants – fifteen men and eight women – from different organisations are attending it. The event is part of CTA’s effort to facilitate access to and dissemination of information in the fields of agriculture and rural development in 78 countries in the African, Caribbean and Pacific Group of States (ACP), this being the sixth to be held in the Pacific. Similar workshops have been conducted in Papua New Guinea and Fiji and a one is planned for Samoa in two weeks' time that will focus on the agriculture and forestry sectors.

Sponsored by the ACP-EU CTA, the event, titled Web 2.0 for Development and Social Media Learning Opportunity, is undertaken by the Secretariat of the Pacific Community in collaboration with the Vanuatu Ministry of Agriculture, Livestock, Forestry, Fisheries, and specifically the Department of Forests (DoF) and Biosecurity and the Office of the Government’s Chief Information Officer (OGCIO).

The film “The enabling power of participatory 3D mapping among the Saramaccan People of Suriname” launched at CWA2014

Fifty years ago, some 5000 Saramaccan people of Suriname had to leave their traditional lands along the Suriname River due to the construction of a major dam. The wounds of this transmigration are still felt today. Meanwhile, the Saramaccans who live in the Upper Suriname River area face new challenges since their territorial rights are not yet officially recognized and road infrastructure to access the area is improving. Creating a 3D model of the area that tells the inside story of their traditions and land use can help them to overcome their sense of being misunderstood by decision-makers and rediscover their voice.



The 15 min video production “The enabling power of participatory 3D mapping among the Saramaccan People of Suriname” has been launched on October 9 at the 13th Caribbean Week of Agriculture in Paramaribo, Suriname. The launch occurred during the session “Maps as media in policy processes: Bringing the 3rd dimension to the negotiating table” in the presence of representatives from the Saramaccan community.

The launch was followed by reflections done by Saramaccan representatives Mr Godfried Adjako, one of the captains of the village of Kaajapati, and Ms Debora Linga who spent her infancy with her grandparents on their farm on the shores of the Brokopondo Reservoir and later on kept visiting them in Ginginston village along the banks of the Upper Suriname River.

Mr Godfried Adjako recalled that in the process of populating the 3D model the community, especially the youth, learned a lot from the elders. “The map now shows our life, the Earth we live on, the Earth we walk on, the Earth without which we cannot live.” “We can use the map to take decisions on where to locate future developments”, he added. Both men and women contributed to the map. “Women know a lot about the surrounding of the villages, while men who use to go hunting, know the most about far away areas.”

Mr Adjako stated that when developing the legend ahead of the mapping exercise, the community decided to omit sensitive and confidential information. Therefore the data contained in the model and currently being digitised by Tropenbos International Suriname (TBI) should be considered as publicly available.

The P3DM process has been a discovery journey for young Debora. “In the 60’s my grandparents had to resettle because their village had been submerged by the rising waters of the Brokopondo Reservoir. They resettled along the Upper Suriname River in a village called Ginginston where I grew up. I could not understand the reason why my grandfather kept on navigating a long way along the river to reach the shores of the lake where he was growing watermelon” she said. “I discovered the reason while chatting with an elder who explained to me that transmigrating families were welcome by Saramaccan villages uphill the lake, but were granted limited access to resources. In fact they were sort of borrowing the land from people who occupied it for generations. Thus they only had access to small farming areas. In Saramaccan this is how you feel: they were living on somebody else’s land.”

Additional references:

• Saramakan’s forests: watercourses at the core of a Participatory 3D Modelling exercise along the Upper Suriname River
• CTA-funded 3D map helping tribe document and articulate their traditional knowledge
• Multi-scale modeling of ecosystem services and land-use scenarios in the upper Suriname River basin