ZenToks Publication

Chapter 7

Digital Agricultural Extension and Social Media-Based Pest Advisory Systems in India

Abstract/Preface

Digital technologies are transforming agricultural extension systems worldwide, and social media has emerged as a significant tool for the rapid dissemination of pest management information among farming communities. In India, the widespread adoption of smartphones and affordable internet services has enabled farmers to access real-time advisory support through platforms such as WhatsApp, YouTube, Facebook, Instagram, and Telegram. These platforms facilitate the exchange of field observations, pest photographs, voice messages, and expert recommendations, thereby reducing information gaps between researchers, extension agencies, and farmers. This chapter examines the role of social media in strengthening pest management communication and enhancing the reach of digital extension services. It discusses platform-specific functions, farmer engagement patterns, and emerging applications in pest surveillance, diagnosis, and decision-making. Evidence from different regions of India demonstrates how social media-based advisory systems contribute to timely pest identification, improved awareness of Integrated Pest Management
(IPM) practices, and better communication among stakeholders. The chapter also highlights challenges associated with misinformation, digital literacy limitations, and uneven access to digital infrastructure. Furthermore, the chapter explores future opportunities arising from artificial intelligence, image-based pest diagnostics, and data-driven advisory systems integrated with social media platforms. It concludes that while social media cannot replace conventional extension services, it can substantially complement them by providing faster, more interactive, and location-specific pest management information. Strengthening digital literacy, promoting verified advisory networks, and integrating scientific institutions with online farmer communities will be critical for realizing the full potential of social media in sustainable crop protection and agricultural development.