ASSESSMENT OF SOCIAL MEDIA USE IN PUBLIC RELATIONS: A STUDY OF THE NIGERIAN POLICE BAUCHI STATE COMMAND

ABSTRACT This study assessed the use of social media in Public Relations by the Nigerian Police in Bauchi State Command. With the growing reliance on digital platforms for communication, law enforcement agencies worldwide have adopted social media as a tool for information dissemination, public engagement, and trust-building. The study sought to evaluate how effectively the Nigerian Police employ social media platforms for public relations, examine public perception of its effectiveness, identify challenges, and propose strategies for improvement. A quantitative research design was employed, using a structured questionnaire administered to 110 respondents drawn from civilians, journalists, students, and police officers. Data were analyzed using descriptive statistics, including percentages, means, and standard deviations. The findings revealed that the Nigerian Police in Bauchi actively use platforms such as Facebook, WhatsApp, and Twitter for public relations, although the frequency and consistency of updates remain inadequate. Respondents acknowledged the role of social media in improving transparency, security awareness, and community-police interaction. However, challenges such as limited training in digital communication, weak interactivity, poor internet access, and public distrust significantly hinder the effectiveness of these efforts. The study concludes that while social media has enhanced police visibility and provided a framework for better community engagement, its full potential is yet to be realized. Recommendations include establishing dedicated social media units within the police, training officers in digital communication, adopting local languages, integrating social media with traditional media, and strengthening feedback mechanisms. This research contributes to knowledge by offering empirical evidence on police use of social media in Nigeria, highlighting both opportunities and barriers, and providing a framework for improving digital public relations practices in law enforcement.