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E. Fletcher, UF/IFAS Extension, St. Johns County, St. Augustine, FL and Tim Wilson, UF/IFAS Extension, St. Johns County, St. Augustine, FL.

Situation: Once upon a time, St. Johns County, Florida was equally as rural as several of its neighboring counties. Now with urban sprawl, our population has doubled in the past 20 years with over 243,000 people and growing, according to the 2017 United States Census. This change has created a lack of education in the local population with regards to the agriculture being produced literally down the road. The St. Johns County Agricultural Agents created a social media account through Instagram in May of 2019. The objective was to increase the awareness of local agriculture to local residents, while also enlightening our clientele of the daily activities of the extension agents.

Methods: The agricultural extension agents post on average twice-weekly videos or images to Instagram, while maintaining daily “Story” images of the agents’ activities. Posts are meant to be fun and engaging, while also educational, such as recent diseases identified and pasture management. Tags such as “UFIFAS” and “Agriculture” are often used to gain more reach.

Results: As of March 2020, we have 190 followers and 103 posts. Our followers are predominantly (85%+) local residents, including farmers and their family members, and local restaurant and small business owners. We have received positive feedback from our Farmer’s Market Manager, local college students and our Putnam-St. Johns Farm Bureau Board.

Conclusion: Instagram is an easy and convenient method for distributing science-based information and engaging with your local clientele.


  1. This is helpful information. Our county has recently requested an Instagram account, so it is good to see you have had some success! Do you know if any of the followers have actually come out to events? That would be ideal. If not, at least we are providing science based info through this social platform. Thanks for your work.

  2. It will be interesting to see how your Instagram following grows and develops over time.

  3. Is this mostly marketing for additional involvement? Or do you have educational outcomes?

    • Our objectives are educational, and predominantly for awareness of local agriculture.

  4. Just curious what’s the demographics? I always “old people” use Facebook, “young people” use Instagram, and “kids” use Snapchat.

  5. This is a great idea! Is the plan to continue to monitor the account and watch it grow? I can also see where this account would also educate the followers on who is Extension and what do they do.

    • Thanks Liz!

      Yes, we plan to watch it grow and hope to continue to attract more local residents to follow our daily activities. We felt like the public would benefit from understanding why ag agents are constantly out in the field, and show them how we are helping the ag community.