Encouraging the uptake of sustainable soil management practices often requires on‐farm experiential learning and adaptation over a sustained period, rather than the traditional knowledge transfer processes of identifying a problem and implementing a solution. Farmer‐to‐farmer learning networks are emerging with farmers experimenting and sharing knowledge about these practices amongst themselves. One potential communication channel for such interaction and knowledge sharing is social media and Twitter in particular. A content analysis of a Twitter account for an EU research project, SoilCare, and in‐depth qualitative interviews with five farmers using Twitter, was used to illustrate the extent and type of farmer‐to‐farmer knowledge sharing in relation to sustainable soil management practices. Evidence of farmer learning and knowledge sharing on Twitter with respect to these practices was identified. Twitter can capture the immediacy of the field operations and visual impacts in the field. Furthermore, the brief messages channelled through Twitter appeal to time‐constrained farmers. The ability for interaction around particular hashtags in Twitter is developing virtual networks of practice in relation to sustainable soil management. Within these networks, farmer champions are emerging that are respected by other farmers. Twitter works best for those actively seeking information, rather than passive recipients of new knowledge. Therefore, its use with other forms of face‐to‐face interaction as part of a blended learning approach is recommended. Twitter also offers a potential space for other actors, such as researchers and advisers, to interact and share knowledge with farmers.

The paper explored key factors that might lead to successful agri-environmental social learning and collective action in order to deliver landscape-scale resource management within agri-environment schemes. Using the theory of collective action as an analytical framework the paper examined findings from in-depth interviews with 20 members of two co-operative initiatives in Wales and two participatory workshops. Consideration of the theory helped in understanding how individuals come together to provide public goods, and the conditions that make this activity a success. Factors of importance for organising and delivering collective agri-environment schemes were: locally adaptable engagement strategies; working with group members previously known to each other; institutional arrangements that limited group size and which allowed groups to develop their own solutions and implementation rules; and external support offering the services of a local facilitator and funding for both planning and management stages. A clear finding from the research was the extent to which both business and social confidence can grow within such groups which opens up further development opportunities. The paper identifies key factors that could be used to encourage and enhance the success of co-operative groups in delivering landscape-scale agri-environment schemes. The research findings identify appropriate mechanisms for the design and delivery of collective agri-environment schemes and environment management in the UK, which can also be applied to other parts of Europe.