Social media (SM) such as Twitter and Facebook are new communication tools for rural communities, and SM has enabled the creation of rural social networks. Increased use by farmers of 'mobile digital devices' and better rural access to broadband services have enhanced so that SM is being used to support farming decisions. However, in depth studies on how SM is used for knowledge sharing amongst farmers and the role of rural professionals (e.g. advisors) in this space is an emergent field with limited literature.
Based on farmer and value chain actor interviews, this comparative study of five emerging dairy clusters elaborates on the upgrading of farming systems, value chains, and context shapes transformations from semi-subsistent to market-oriented dairy farming. The main results show unequal cluster upgrading along two intensification dimensions: dairy feeding system and cash cropping. Intensive dairy is competing with other high-value cash crop options that resource-endowed farmers specialize in, given conducive support service arrangements and context conditions.