Instinct Wave inveils Social Media performance report on public sector

Instinct Wave,  a media, event and consulting firm has released its pioneering report on the performance of Nigerian government’s agencies and parastatals on social media. The report, which was presented to the media recently in Lagos, titled Nigeria Public Sector Social Media Report, drew conclusion on the amount of followers and likes they have on their social media platforms.

Akin Naphtal, CEO Instinct Wave in his address said the aim of the unprecedented report is to shed more light on the mechanisms of the public sector in Nigeria and its use of several social media platforms.

According to Akin, the report is an unbiased, reflective and educative presentation made possible by the in-house Research and Intelligence Unit of Instinct Wave Group. “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.

Furthermore, 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 bahavioural pattern, he said.    

The report focuses on how often they share relevant service information, likewise the feedback mechanism on their Twitter Accounts, Facebook pages, Instagram followership, YouTube subscribers, and existing LinkedIn accounts for staff and the Nigerian public.

According to the report, Independent National Electoral Commission (INEC) is the most visible government agency in Nigeria on the social media platforms. The agency has 726,000 Twitter followers, 266,151 Facebook likes and 37,000 Instagram followers. On engagement and reach, INEC has 60 percent Facebook, 85 percent Twitter and 30 percent Instagram.

Others who closely follow are Nigeria Police Force (NPF) with 406,000 Twitter followers, 510,661 Facebook likes, 2,836 Instagram followers, 224 YouTube subscribers, and 908 LinkedIn followers. On engagement and reach, NPF have 70 percent on Facebook, 60 percent on Twitter, 30 percent YouTube, 5 percent LinkedIn, and 60 percent Instagram.

The Federal Road Safety Corps (FRSC) came 3rd on the report with 203,000 Twitter followers, 290,247 Facebook likes, 2,626 Instagram followers, and 1,011 LinkedIn followers. For its engagement level and reach, FRSC has 80 percent on Facebook, 80 percent Twitter, 50 percent Instagram and 20 percent on LinkedIn.

The report also implies that the use of social media applications has been averagely accepted in the Nigerian public sector. However, the acceptance and broaden adoption of sophisticated tactics that go beyond information and education paradigm, such as true engagement or networking strategies are still in its infancy.

Seyi John Salau