This paper explores how farmer networks and social media impact the adoption of smart farming technology (SFT), particularly focusing on trust in knowledge dissemination. The study, using interviews and a netnographic approach, finds that while social media connects farmers and fosters discussion, it is underused for sharing SFT knowledge, with farmers showing greater trust in peer-generated content than in vendor information. The research offers new insights into the role of trust and social media in SFT adoption, emphasizing the need for broader information sources and interactions.