The Social Media and Website Management Unit of the Directorate of Knowledge Management in Agriculture (DKMA) is responsible for managing the digital communication and online presence of the Indian Council of Agricultural Research (ICAR) and the Department of Agricultural Research and Education (DARE). The unit plays a key role in ensuring that timely, relevant, and reliable information related to agricultural research, policies, and events is made available to stakeholders through websites and social media platforms.

One of the core responsibilities of the unit is the management and regular updating of the ICAR website (https://icar.org.in), which serves as a central portal for institutional information, research highlights, recruitment notices, publications, and press releases. The unit ensures that the website content is accurate, up to date, and aligned with the organization’s mission. It also takes care of backend content structure, visual layout, web accessibility, and security compliance. Similarly, the unit also handles the DARE website (https://dare.nic.in), where it publishes policy updates, departmental activities, achievements, and government announcements.

In addition to website management, the unit is actively engaged in building and expanding the organization’s presence on social media platforms such as X (formerly Twitter), Facebook, and Instagram. The @icarindia handle on X is used to share real-time updates related to ICAR’s major events, research innovations, schemes, conferences, institute achievements, and awards. The content is created to engage a wide spectrum of audiences including media, farmers, students, and scientific communities. The unit also reshapes key content from various ICAR institutes across the country to increase visibility.

The ICAR Instagram account (@icarindia) focuses on visually engaging content such as farmer success stories, infographics, technology demonstrations, training programs, and field activities. This platform is widely used to connect with younger audiences and students. On Facebook, ICAR’s page shares educational videos, outreach activities, live events, and multilingual posts that cater to rural users. Facebook Live is often used for important events such as ICAR Foundation Day, international meetings, and Krishi Vigyan Kendra activities.

The unit ensures a consistent visual identity and message tone across platforms. Official hashtags, national campaigns, and awareness drives such as Poshan Maah, International Year of Millets, and Swachhta Abhiyan are actively promoted. The team collaborates with ICAR institutes to collect field content and provides support for content editing, translation, graphic design, and captioning in both Hindi and English.

It also conducts analytics and prepares monthly reports to assess performance, user engagement, and outreach impact. The unit supports institutes by offering guidance on web and social media usage, resolving content issues, and helping with official account verifications. Through these efforts, the unit ensures that ICAR and DARE remain accessible, informative, and visible in the digital landscape.