USE OF SOCIAL MEDIA IN PROMOTING OGUN STATE LAND ADMINISTRATION AND REVENUE MANAGEMENT (OLARMS) FOR CIVIC ENGAGEMENT
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1.1 Background of the Study
Change has been happening at an uneven pace in our society recently, and the local government land revenue sector is no exception. Human beings are social and nowadays, consumers are participating in variety of activities, from consuming content to sharing knowledge, experiences, opinions, and involved in discussion with other consumers online (Heinonen, 2011). Technology advancement has brought about online business where both the buyer and seller meet together to interact for exchange of goods and services and where company’s engaged in other for them to promote their products. In recent years online environment is viewed by users from a new perspective, in a commercial way. Development and the emergence of online stores have turned users into consumers. Also the most important role of social media has changed the way of how consumers and marketers communicate (Hennig-Thurau, Gwinner & Walsh, 2004).
Social media is the integration of digital media, which includes combinations of electronic text, graphics, moving pictures and sounds in a structured computerized environment that allows users to interact with the data for appropriate purposes. The digital environment can include the Internet, telecommunications and interactive digital television. The Web is now part of the overall business of communication, sales and services. It changes business practices. Its technical limitations affect the amount of material and the speed of access to the material. The network depends mainly on the connections of the telephone line, so that the more they are good on a territory, the more the service will be reliable. The limitations inherent in transferring large amounts of digital information over telephone lines have affected the type and quality of media that can be used effectively, as well as the nature of the interaction enabled by the Web. There are ways to increase performance by improving technical limitations that depend on an available infrastructure that can provide more data faster and more reliably, called broadband.
Social media provides a new channel to acquire product information through peer communication (Kozinets, 1999). Moreover, by using social media, consumers have the power to influence other buyers through reviews of products or services used. Consumers are also influenced by other psychosocial characteristics like: income, purchase motivation, company presentation, company or brand’s presence on social networks, demographic variable (age, sex, disposable income etc.), workplace method of payment, type of stores (online or physical), etc.
The unique aspects of social media and its immense popularity have revolutionized marketing practices such as advertising and promotion (Hanna, Rohn & Crittenden, 2011). Social media has also influenced consumer behavior from information acquisition to post-purchase behavior such as dissatisfaction statements or behaviors about a product or a company (Mangold & Faulds, 2009). In the last few years, it can be noticed that there is great influence of the companies on online networks. Social media websites provide an opportunity for businesses to engage and interact with potential consumers, encourage an increased sense of intimacy with consumers, and build all important relationships with potential consumers (Mersey, Davis, Malthouse & Calder, 2010). Organizations need to differentiate by the company or brand image through which to communicate distinctive advantages and positioning of the product. Many marketers believe that the organizations should aggressively promote only one advantage in the market concerned (Moise, 2011) and social networks in the online environment allows them to appear more attractive to consumers. The much higher level of efficiency of social media compared to other traditional communication channels prompted industry leaders to state that companies must participate in Facebook, Twitter, My space, Instagram, YouTube, Blogs, Whatsapp, Tik Tok among others, in order to succeed in online environments (Kaplan & Haenlein, 2010).
However, the issue of land has caused communal clashes between two communities which led to the loss of lives and properties in the country. Efforts to reconcile the issue by the government has proved abortive in several occasions over a disputed piece of land have failed. In the process, several lives have been lost with properties running into hundreds of millions destroyed. A dispute over farm land between Modakeke and Ife, Osun State, in Southwest Nigeria that led to the killing of scores of people, mostly women and children as well as the destruction of dozens of houses. Also, the madness is not restricted to the age long rift between Ajangboju Koniwo Agbogbo Akindipe and Fatusi Ogedengbe families in Atan Otta, Ogun State.
Such violent clashes have become frequent in several places across the country with destabilising impact on governance, the economy and the society at large. As a result, the Ministry of Land through the State government has been empowered to approve, to authenticate, and mediate in matters concerning land and property ownership in Nigeria. To this end, the social media would be a viable tool which government can use to inform, enlighten, and educate the public. Moreover, the value of social media continues to grow as seek new ways to serve readers and strengthen the general public (Eze, 2019).
Ogun State government through the Ministry of Land and Survey in its wisdom introduced the automation policy tagged; Ogun State Land Administration and Revenue Management System (OLARMS) to sell land to prospective buyers. Through the policy, the Government promises to ensure applicants get their land titles documents within 30 days. In Nigeria, land matters are known to be controversial enlisting both positive and negative reactions. It is also pertinent to know how the stories on OLARMS have been viewed on social media platforms and the perception of members of the public on its use.
1.2 Statement of the problem
The use of social media is expanding exponentially as the number of social media outlets, platforms and applications available continue to increase. Individuals use blogs, social networking sites, video sites, online chat rooms and forums to communicate both personally and professionally with others. The majority of the online consumers rely on the word-of-mouth when they want to purchase a specific product or a services. Findings from studies (South Africa Social Media Landscape, 2012) found out that 33% of Twitter users share opinions about companies or products at least once per week. These opinions and views affect other consumers with regards to purchasing products or services. The growth of online social networks around the world has created a new place of interaction and communication among people. Individuals can share their knowledge, opinions, and experiences with one other due to the online social networks provided features and may have an impact on people’s behavior in terms of communication and purchasing. In recent years, social networking has received an increased emphasis on business as well as individuals’ lives. Therefore, this research study observe that consumers nowadays rely more on social media to get information about product/brand than advertisements for buying products and services. The purpose of this study will to investigate the use of social media in promoting Ogun State Land Administration and Revenue Management in the state.
1.3 Objectives of the study
1. To affirm the residents’ level of access to social media information about OLARMS.
2. To know the extent to which the residents of Ogun sought land related information about OLARMS on social media.
3. To ascertain the kinds of land information residents of Ogun seek on social media.
4. To find out if residents of Ogun confirm the kind of OLARMS information they found online about land related issues with offline OLARMS workers.
5. To examine the residents of Ogun’ preference when it comes to social media information and offline information from professionals about OLARMS.
1.4 Research questions
1. What level of access do the residents of Ogun have to get information on social media about OLARMS?
2. To what extent did the residents of Ogun seek land related information about OLARMS on social media?
3. What kinds of information did the residents of Ogun seek about OLARMS on social media?
4. Did the residents of Ogun confirm land related information they found online about OLARMS with offline OLARMS workers?
1.5 Significance of the study
This study is significant to the body of knowledge, the field of research, as well as government. It is apparent that this study will be significant to many set of individuals such as social media users, parents/guardians, health organizations, government agencies, scholars and the society at large.
The findings derived from this study apart from adding to the body of knowledge and boosting literature will reveal the use of newspaper by the Ogun State government for civic engagement and also show views of people about the way stories on OLARMS has been used and therefore serve as an opportunity for government to assess its efforts.
The findings would also be relevant for other researchers and Governments across the country on executing such campaigns. Beyond that it provides an avenue for more researchers to also replicate this study and even improve on it.
1.6 Scope of the Study
The study is limited to respondents purposively selected from Ogun State. It is aimed at trying to measure the level of responsiveness of the people towards government programmes and activities.
1.7 Operational Definition of Terms
Use– The means or ways the stories/publications on OLARMS have been deployed in newspapers. This implies whether the stories were utilized predominantly to promote the interest of government while neglecting the interest of the people.
Social media: Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. This is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content.
Promoting – The means of stories circulating information on OLARMS. The way in which the government spreading the OLARMS’ message across to the people.
OLARMS– It known as Ogun State Land Administration and Revenue Mobilisation System. It is a platform built to help people and businesses navigate land processes in Ogun State. From doing due diligence before purchasing a property to obtaining a building permit, this is a single location that pools resources and knowledge in one space.
Civic Engagement– To promote the quality of life in a community, through both political and non-political processes.
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