In view of the importance of innovation for agricultural technicians in fulfilling the function of agricultural technology extension，this paper conducted a questionnaire survey on 951 agricultural technicians in Hubei Province. The results showed that the innovativeness of agricultural technicians could be classified by Rogers’labels of “innovative pioneer”，“early adopter”，“early mass”，“late mass” and “backward person”. And different innovative types show significant differences in the way they use social media in agricultural technology promotion. In addition，using multiple logistic regression models，we found that mass media exposure variables such as “TV viewing time per day”，“Internet surfing time per day”，“magazine reading frequency per week”，social capital variables such as “social network size” and age have significant effects on the innovation types of individual agricultural technicians.