Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 24 ISSUE 3
Written by Horia Nicolae CIOCAN, Agatha POPESCU, Toma Adrian DINU, Elena STOIAN, Ioan Daniel MOLDOVEANU

This study explores the role of informal agricultural consultancy through Facebook groups in Romania, particularly in the absence of a formal agricultural extension system. With no structured support in place, Romanian farmers have turned to social media platforms, especially Facebook, to seek advice, share knowledge, and engage in peer-to-peer learning. This study analyzed 20 Facebook groups from January 2023 to May 2024, focusing on group dynamics, user engagement, and the quality of discussions. Findings highlight that while these groups offer valuable real-time discussions on critical topics such as machinery maintenance, pest control, and sustainable farming practices, they also suffer from inconsistencies in the quality of information shared. The absence of expert moderation has led to varying degrees of accuracy, with some groups being prone to misinformation. The study suggests that integrating these informal platforms with a formal agricultural extension system could improve the quality of advice provided to farmers. A hybrid system, modeled after successful international frameworks like the American agricultural extension service, could combine grassroots knowledge-sharing with expert-backed guidance and structured training. However, risks such as misinformation, over-reliance on social media platforms, and the absence of a cohesive extension service continue to pose significant challenges. In conclusion, while Facebook groups play a crucial role in filling the advisory gap, they cannot replace a formal agricultural extension system. Further research is needed to explore how these informal platforms can be better integrated with professional services to enhance Romanian agriculture and rural development.

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