The study was conducted to investigate the effect of social media on rice marketing innovation system in Fufore Local Government Area of Adamawa State, Nigeria. Data collected were analyzed using regression analysis. The result of Double Log Regression showed the goodness of fit correctness of the specified assumption of the composite error. Results revealed that the use of twitter was positively insignificant on the effective marketers in the study area. YouTube, Facebook and WhatsApp were positively and statistically significant at 5% level of significance, The result further revealed that social media play a pivotal role in dissemination of latest information and advertisement with minimal cost. In conclusion, social media is a dynamic tool and therefore it is essential that the respondents should continue to look for new opportunities and anticipate potential problems. All actors should develop and encourage rice marketing association so that they can have easy access to new information’s and innovations in order to improve their rice marketing. It is in this regard that individuals, government and non-governmental organization are highly recommended to encourage and educate rice marketers to adopt social media as tools for marketing strategies.

Keywords: Social media, Effects, Innovation system and Social media platforms.