The role of social media platforms for diversified farm businesses in Scotland

This policy brief is concerned with the role of social media platforms for diversified farm businesses in Scotland. First, it outlines the benefits of diversification into digital platforms for farm businesses, and highlights good practices for its effective use. Then, by detailing the many barriers that Scottish farmers can face when engaging in social media platform diversification, this brief offers an explanation for its infrequent and at times ineffective usage by farms and rural businesses. Finally, this brief makes recommendations for policy and research pathways to support the better uptake of social media platforms amongst these groups.