USING FACEBOOK FOR PUBLIC COMMUNICATION: AN ASSESSMENT OF STUDENTS’ PATRONAGE OF THE FEDERAL POLYTECHNIC BAUCHI FACEBOOK PAGE

Abstract This study assessed students' patronage of the Federal Polytechnic, Bauchi's official Facebook page for public communication. The research was guided by three specific objectives: to examine the extent of students' utilization of the page for academic and administrative purposes, to identify the factors influencing their engagement, and to assess the challenges limiting its effectiveness. The study adopted a quantitative research design, and data was collected through a structured questionnaire administered to a sample of 375 students, selected via a multi-stage sampling technique from a population of 10,968. Descriptive statistics, including mean and standard deviation, were used for data analysis. The findings revealed a high level of utilization of the Facebook page for accessing academic updates and administrative information (Mean = 4.27). Factors such as ease of mobile access, timely and relevant posts, and a sense of online community were found to significantly drive student engagement (Mean = 4.37). However, challenges including unstable internet connectivity, a preference for alternative platforms like WhatsApp, a lack of interactive features, and an overload of non-academic content were identified as significant barriers to optimal patronage (Mean = 3.48). The study concludes that while the institution's Facebook page is a vital and effective communication tool, its potential is not fully realized due to these impediments. It is recommended that the management develop a structured social media policy, appoint dedicated personnel for page management, and enhance digital literacy among students to improve engagement and maximize the platform's benefits for institutional communication.