• Sokoto, Yobe and Zamfara states trail other states to sit at the bottom of the table with 0% engagement and reach on Facebook , Twitter, YouTube, Website, Google+, Instagram and Linkedin
• Lagos leads all states with 115, 000 followers on Twitter and 244, 624,facebook likes
Instinct Wave a media, event and consulting firm has released its pioneering report on the performance of Nigerian government’s agencies and parastatals on the social media. The report titled Nigeria Public Sector Social Media Report drew conclusion on the amount of followers and likes they have on their Twitter Accounts, Facebook pages, Instagram Followership, YouTube Subscribers, existing LinkedIn accounts for staff and how often they share relevant service information to the Nigerian public, likewise their feedback mechanism.
Independence National Electoral Commission (INEC) is the most visible government agency in Nigeria on the social media platforms. The agency has Twitter: 726,000 Followers, Facebook: 266, 151 Likes and Instagram: 37, 000 Followers. For engagement and reach Engagement Level & Reach, INEC has Facebook – 60%, Twitter – 85% and Instagram – 30%. Others who follow closely are Nigeria Police Force (NPF) with Twitter: 406,000 Followers, Facebook: 510, 661 Likes, Instagram: 2, 836 Followers, YouTube: 224, Subscribers, LinkedIn: 908 Followers. Engagement Level & Reach-Facebook – 70%, Twitter – 60%, YouTube – 30%, LinkedIn- 5% Instagram – 60%. Federal Road Safety Corps (FRSC) which comes third on the table has Twitter: 203,000 followers, Facebook: 290, 247 Likes, Instagram: 2,626 Followers, LinkedIn: 1,011 Followers. For its engagement level and reach, FRSC has Facebook – 80%, Twitter – 80%, Instagram – 50% and LinkedIn – 20%.
The report also implies that the use of social media applications has been averagely accepted in Public sector in Nigeria. However, the acceptance, and broader adoption of sophisticated tactics that go beyond information and education paradigm, such as true engagement or networking strategies are still in its infancy.
Despite embracing the use of the social media platforms, the agencies and parastatals in the sector face challenges such as leveraging the energy of a new generation, and use it to drive a new, positive culture that supports high performance, poor engagement, poor capacity building on social media knowledge (SMK), duplication of Social Media platforms and creating a non-business social media platforms.
Others are lack of understanding of generating rightful and engaging content, lack of sharing of best practises with the private sector initiative, lack of new Strategies and Innovation of social media tools, poor knowledge of engaging and connecting with the right audience, management/analysis of social media accounts and overview of feedbacks.
The report is an unbiased, reflective and educative presentation made possible by the in-house Research and Intelligence Unit of the Instinct Wave Group.
According to the CEO Instinct Wave, Mr Akin Naphtal, the aim of the unprecedented report is to shed more light on the mechanisms of the Public Sector in Nigeria and its use of the several social media platforms.
“Perception of the citizenry is bound to shift with this report. There will be adequate information to justify the reasons for communication gap and how information should be disseminated”, he said
Also, it will be a guide to government portal minders to build up on a particular social media platform that could prove helpful. It will also be helpful in strategizing development with global standards of practice and the ever changing consumer behavioural pattern.
The 12 page full report, will soon be made available for downloading very soon.