SOCIAL NETWORK SITES UTILIZED IN AGRICULTURAL EXTENSION SERVICES IN KINGDOM OF SAUDI ARABIA

Abstract

The purposes of this research are to: i) Measure the degree of utilization of Social
Networks (SNS) (Facebook, Twitter, Instgram, Google Plus, LinkedIn, Flicker,
Tumblr, Hi5, Whatsapp, Snapchat, and Youtube) among agricultural extension
personnel in Kingdom of Saudi Arabia (KSA), ii) Identify the role of SNSs in
provision of extension services from the viewpoint of respondents, and iii)
Recommend interventions needed to enhance the utilization of SNSs in provision
of extension services. An online survey with 55 agricultural extension personnel
represent 22% of the total number of extension personnel in KSA (250 personnel)
was conducted in April-May 2016, frequencies and percentages were used for data
presentation. Sample was young (82% are less than 45 years old) and rather highly
educated (75% were have university degree or postgraduate studies). Results show
that the majority of respondents (60%) have a medium level of SNS utilization,
while the remaining 40% were divided equally between low and high levels of
utility. More than two-fifths (46%) declared that they highly prefer using SNS in
contacting farmers, and the same percentage indicated that SNS is highly facilitate
their work circumstances. Most of respondents (85%), stated that SNSs have
positive impact in facilitation of extension personnel communication capacities,
most of them (96%) indicated the high and medium positive impact of SNSs in the
extension employee’s acquiring knowledge. Also, most of respondents (91%)
stated that SNSs were helped them in achieving their work tasks with medium and
highly base. Study recommends and concludes some interventions for better SNSbased
extension services in KSA.