SOCIAL MEDIA AND STRATEGIC MANAGEMENT IN PUBLIC SECTOR ORGANIZATIONS (PSOs): A STUDY ON KADUNA STATE
Abstract
Strategic management enables effective strategizing in and by Public Sector Organizations (PSOs) or other entities (e.g., cross-boundary functions, collaborations, communities). Each approach consists of a set of concepts, processes, procedures, tools, techniques, and practices to be drawn choosing and tailored to specific contexts, even with the dynamism of the environment. Strategy in PSOs is not necessarily about competitive advantage but the main idea is to actually achieve important goals and, subsequently, create public value. Strategic design creates the chance to innovate and provide creative solutions for upcoming challenges. PSOs can benefit from this higher pay off when their strategy fits these negotiations and enhance quality delivery of public goods. Social media can help PSOs improve the manner in which it engages citizens whilst offering cost savings and flexibility; the tools should enhance performance and meet the information needs of the community, especially for service delivery, accountability, transparency and feedback to inform the decision-making process of government. PSOs are still experimenting with social media and they rarely measure their digital interactions with users or their performance on these platforms. The main objective of this study was to evaluate the constructs that drive social media adoption (technology, organization and environment) by PSOs and the impact of the adoption on their performance in Kaduna State. A survey was carried out on three hundred and eighty-five employees of Kaduna State government and data was analyzed using the Pearson Correlation tool to test the stated hypotheses. The study found out that technology, organization and environment positively influenced PSOs to adopt social media as a strategic tool at p-value (0.05) is <0.0042, 0.0001, 0.0035 respectively and this strategic move, leads to improved performance by PSOs at (p-value 0.05<0.0154). This study offers insights for organizations (private and public) to better understand social media adoption and its prerequisite advantages for organizational performance.
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