Rural Advisory Services (RAS) are increasingly recognised as critical to agricultural and rural development. They provide rural communities with wide range of skills and knowledge and facilitate their interactions among the different actors to help them access support and services required for improving their livelihoods. Family Farmers are one of the important clients of RAS as they are the most predominant type of farmers worldwide.

For agricultural extension and advisory services (AEAS), social media presents a huge scope not just to communicate to the farmers better and with efficiency, but also to act as innovation brokers in Agricultural Innovation Systems (AIS). And not just for the organizations, social media has made it easier for farmers to communicate with extension professionals, experts and peers in real time. And with this increased potential to share views and ideas and easy access to information, discretion becomes important for organizations to maintain professionalism in a new social world.

There is plenty of information available in the public domain that covers various aspects of extension and know-how about new methodologies for implementation. However this information is often scattered and presented in complex academic language. Hence practitioners, who often have very limited time and/or may only have basic formal education, find it difficult to make use of this information. The Global Good Practices Initiative aims to bridge this gap by providing information about extension approaches and methods in easy-to-understand formats.