THE ROLE OF SOCIAL MEDIA IN PUBLIC POLICY FORMULATION AND COMMUNICATION IN ONDO STATE, OWO

This study examines the role of social media in public policy formulation and communication in the Owo Local Government Area of Ondo State, Nigeria. In an era where digital technologies are redefining civic engagement and governance globally, this research focuses on how social media is shaping local governance processes in semi-urban communities. The study investigates how residents of Owo use platforms such as WhatsApp, Facebook, and Twitter/X to engage with policy issues, voice concerns, mobilize community action, and influence government responsiveness. Employing a mixed-method research design, the study draws from both quantitative and qualitative data sources. A total of 200 residents were surveyed but was able to retrieve 150 using structured questionnaires, while 10 key informants including youth leaders, civil society actors, and local government officials were interviewed using semi-structured guides. The data were analyzed using descriptive statistics and thematic analysis to uncover patterns and insights regarding digital engagement and governance interaction. The findings reveal that social media is increasingly serving as an alternative communication channel where citizens express grievances, share community challenges, and demand accountability from government institutions. Movements like #FixOwoRoads and the campaign to improve facilities at the Owo General Hospital demonstrate how online activism can draw attention to policy neglect and stimulate government response. However, the study also reveals critical limitations: many government actors lack formal digital communication strategies, and infrastructural and digital literacy gaps persist among citizens. Furthermore, a lack of trust in governmental responsiveness continues to hinder active participation. The research is anchored on the Uses and Gratification Theory (UGT) and Agenda-Setting Theory (AST), both of which help explain the motivations behind citizens’ engagement with social media and how such engagement influences public and political attention. The study concludes that social media, while a powerful civic tool, remains underutilized due to weak institutional capacity and socio-economic constraints. It recommends deliberate efforts by government bodies to integrate digital platforms into formal policy communication strategies, alongside investments in digital literacy, infrastructure, and responsive governance. Keywords: Social Media, Public Policy, Governance, Owo, Ondo State, Digital Participation, Communication, Civic Engagement