THE EFFECT OF SOCIAL MEDIA ON LOCAL GOVERNMENT PERFORMANCE: A CASE OF TEMEKE MUNICIPAL COUNCIL, DAR ES SALAAM REGION

Abstract

ABSTRACT This study investigated the effects of social media on local government performance, focusing on the Temeke Municipal Council in Dar es Salaam Region-Tanzania. The objectives of this study were to analyse the effects of social media on citizen engagement with local government, to examine the role of social media in promoting civic awareness and mobilising community action and to explore the challenges associated with integrating social media into local government operations. A mixed-methods approach was employed, using quantitative and qualitative data from 115 respondents, including municipal officials and community stakeholders. Quantitative data were gathered through structured questionnaires, which included Likert-scale items to assess perceptions regarding social media's impact on local government performance. Qualitative data were obtained through interviews with selected stakeholders to gain deeper insights into the implications of social media usage in local governance. The results indicate that social media significantly empowers citizens, enhances communication, and increases accountability. Descriptive statistics revealed that 74.8% of respondents agreed that social media facilitates citizen engagement, with a mean score of 4.4 (SD = 0.77). Additionally, the multiple regression analysis identified significant predictors of local government performance. The model demonstrated an R² of 0.67, indicating that 67% of the variance in local government performance could be explained by social media engagement, accountability, and civic awareness. Citizens voicing their opinions and increasing accountability to LGAs were among the findings of objective one, while the rise of civic awareness and creation of a network for civic collaboration were among the findings for objective two, privacy concerns hinder citizen engagement and security risks to local government authority were findings for objective three among others. The study recommends that Local governments develop comprehensive social media strategies that prioritise citizen engagement. The study also recommends that Local governments provide training and resources for staff to effectively manage social media interactions. This study also proposes future research could focus on the long-term impacts of social media on local government performance and citizen engagement, providing insights into how these dynamics evolve.