IMPACT OF SOCIAL MEDIA IN LOCAL GOVERNMENT ADMINISTRATION IN NIGERIA

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

In the last few years, the social media phenomenon has become increasingly entertaining across the world. According to Alford, (2013), social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn’t allow readers viewers/listeners to participate in the creation or development of the content. There is a wide variety of social media ranging from social sharing sites such as YOUTUBE and Flicker through social networks such as Facebook and Twitter. Today, the world boasts of several emergent brand names that were practically unknown six to seven years ago Face book which was founded by a 26years old same years ago now has a following of over 300million that include Nigerian President Good luck Jonathan others are Twitter, Chatter, linked in, Yammer to mention but few (Alford, 2013). Beese, (2016) posits that in addition to social networking sites like Face book the average man have access to blogging sites and could indeed, from the comfort of his home set up his own blog. The sheer ability to broadcast instantaneously without needing the series of a third party has been very liberating to many people. A good number of people have been very excited about the possibility of sharing their views, their lives, dislikes and indeed everything about them in the media. However, individuals are not the only ones tapping into the limitless possibilities of social networking sites (Beese, 2016). A number of corporate organizations are using social networks to publicize production, services and even deploy promotional activities. This has also caused uproar in the world of advertising. Advertising can be done with relatively less funding and yet attain a mass reach with social media. It is much easier to find your target audience direct your message to them and be adequately sure that they will see it.

Boboltz, (2015) said that asides from connecting loved ones, social media avails the everyday man, a public and somewhat inexpensive medium of expression citizen journalism has become more effective and more rampant in the world today due to the rapid growth of social media. It is the active participation of ordinary citizens in the gathering and disseminating of newsworthy events. The main focus of this research work is to measure the role of social media in bringing about a communication revolution in Nigeria which by virtue of its role the world has begun to view social networking sites as a source of reliable news. There is a wide variety of social media of communication both formats and delivery methods. There is also a wide array of communication and how we use these social vehicles. In the era of social media, the sphere of communication has expanded significantly in recent years who you communicate with or how you communicate has changed radically. This new connected era brings both opportunities and challenges; one of that social media communication is e-mail. With an email, public interactions are a great starting point for engagement and head to more fruitful direct communication. It allows for more in-depth communication, it can be easily forwarded and sent to numerous people at once (Bollwitt, 2009). When an e-mail is used skillfully it enables deeper communication.

Other social media of communication is Twitter, and Facebook, which is apparently the best network. For example, Facebook users are primarily interested in conservation, connections and sharing between both individuals and organizations. One of the most recent evolutions in social media communication is the websites, its web-based mode of dialogue that uses a wide array of tools and other applications to encourage communication between individuals, corporations, non – profits and other organizations. Other varieties of social media of communication are Blogs, Forums, Microblogging, Podcasts, Image sharing, Video, Socio bookmaking, Social Networking Sites etc (Burroughs, 2014). It is against this backdrop that the research investigated the role of social media in Local Government Administration in Nigeria with a particular reference to Oshogbo Local Government, Osun State.

1.2 STATEMENT OF THE PROBLEM

This research has observed that in so many organizations, management neither recognizes nor appreciate social media efforts. The management, individuals, or government institution does not realize the potential of social media activities in building and enhancing a good image for the success of the institution (Burroughs, 2014). It has been observed that the management’s attitude is lukewarm and non-challant towards media department or unit and it activities. Besides, they don’t want to spend money on its activities such as organizing seminars, workshops, symposium e. t. c. Therefore, this study investigated the role of social media in Local Government Administration in Nigeria with a particular reference to  Oshogbo Local Government, Osun State.

1.3 OBJECTIVES OF THE STUDY

The primary objective of this study is to analyse the impact of social media in local government administration in Nigeria. Specifically, other objectives of this study are:

i.          To know the impact of social media in the society.

ii.        To examine if social media has helped Oshogbo Local government in building and maintaining a mutual understanding between the council top management and its various constituents.

iii.      To find out whether social media has improved the service of information unit of Oshogbo local government.

iv.      To examine various type of social media apps adopted by Oshogbo local government.

v.        To ascertain some of the challenges hindering effective use of social networking media in Osogbo local government as a public relations tool.

1.4 RESEARCH QUESTIONS

The following research questions will be answered by this study.

i.          What are the impact of social media in the society?

ii.        Has social media helped Oshogbo Local government in building and maintaining a mutual understanding between the council top management and its various constituents?

iii.      Has social media improved the service of information unit of Oshogbo local government?

iv.      What are the various type of social media apps adopted by Oshogbo local government?

v.        What are some of the challenges hindering effective use of social networking media in Osogbo local government as a public relations tool?

1.5 SIGNIFICANCE OF THE STUDY

The purpose of this study is to investigate the impact of social media in local government administration in Nigeria. This study will be beneficial to the society as the impact and usefulness of social media will be shown. The study would go further in helping researchers with more information on the impact of social media in local government administration in Nigeria. At the end of the study this research work will be relevant in assisting Local Government administrations to understand the diversity of social media and ethical way of getting the best from social media and will also provide relevant materials for students and other researchers undertaking similar research.

1.6 SCOPE OF THE STUDY

This study will be focused on assessing the impact of social media in local government administration in Nigeria. It will also be specifically focused on knowing the impact of social media in the society, examining if social media has helped Oshogbo Local government in building and maintaining a mutual understanding between the council top management and its various constituents, and finding out whether social media has improved the service of information unit of Oshogbo local government. Further more, it will also be focused on identifying various type of social media apps adopted by Oshogbo local government and ascertaining some of the challenges hindering effective use of social networking media in Osogbo local government as a public relations tool.

This study will be using the staff of Oshogbo Local Government Council as enrolled participants for the survey.

1.7 LIMITATIONS OF THE STUDY

This study is limited to Oshogbo Local Government Council thus further research is needed if this work is to be used in any other part of the country.

This study is further limited to assessing the impact of social media in local government administration in Nigeria. It will further be limited to these specific objectives which are knowing the impact of social media in the society, examining if social media has helped Oshogbo Local government in building and maintaining a mutual understanding between the council top management and its various constituents, and finding out whether social media has improved the service of information unit of Oshogbo local government.

Further more, during the course of this research, the researcher encountered some financial constraints and time limitations as the researcher had to combine academic activities with the research.

1.8 DEFINITION OF TERMS

Impact: a marked effect or influence

Social Media:Social media are forms of electronic communication which facilitate interactive social networking base on certain interests.

Local Government Administration: Local government is a generic term for the lowest tiers of public administration within a particular sovereign state. This particular usage of the word government refers specifically to a level of administration that is both geographically-localised and has limited powers.

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