Effectiveness of Social Media in Popularization of Bajra-Napier Hybrid Technology Singh B.P.1, Chander Mahesh2, Suman R.S.3, Mukherjee P.K.3, Handage Sushant3 1Principal Scientist, Division of Extension Education, ICAR-Indian Veterinary Research Institute, Izatnagar-243 122 2Head, Division of Extension Education, ICAR-Indian Veterinary Research Institute, Izatnagar-243 122 3Scientist, Division of Extension Education, ICAR-Indian Veterinary Research Institute, Izatnagar-243 122 Online published on 29 February, 2020. Abstract Social media plays a vital role in present era for faster, easier and mass propagation of innovative ideas in Agriculture and Livestock sector. Several social media viz. YouTube video, WhatsApp and Mobile Apps were used to popularized the B-N Hybrid technology among the farmers. An educational video “Napier as Green Fodder Crop” was developed and uploaded on YouTube. The user behaviour data of 14636 viewers was analysed using YouTube analytics. Further, 99.77 per cent of the viewers accessed the YouTube video were from India and 48.2 per cent of the viewers were in age group of 25–34 years. Mobile phones contributed 50.7 per cent of the total watch-time. The videos were shared by viewers on social media with 67.9 per cent through WhatsApp. The WhatsApp group played a vital role in knowledge sharing and clarification of doubts. The queries were answered by experts and farmers members of WhatsApp and 89.13 per cent of farmers were satisfactory towards the WhatsApp group. Top Keywords B-N hybrid napier, social media, youtube analytics, watch-time. Top |