Social Media and Local Government Election in Nigeria:a Study of Kaduna North Local Government Area of Kaduna State(2020-2023)

ABSTRACT This study examines the impact of social media on local government elections in Kaduna North Local Government Area (LGA) from 2020 to 2023, focusing on its role in voter engagement, political participation, and campaign strategies. With platforms such as Facebook, Twitter, and WhatsApp playing a crucial role in political communication, social media has emerged as a significant tool for voter education and political awareness in Nigeria. Using a mixed-methods approach, data was collected from 378 respondents through structured questionnaires. The study found that over 60% of respondents viewed social media as an effective medium for political awareness and voter engagement, particularly among younger, more educated demographics. Despite its benefits, challenges such as misinformation and limited internet access, particularly in rural areas, were identified as major obstacles. Based on these findings, several key recommendations were made, including: the need for regulating misinformation through collaboration between social media companies and government agencies, improving internet accessibility, particularly in underserved areas, and promoting digital literacy programs to help voters critically evaluate political information online. Additionally, the study recommends that political candidates utilize social media for direct engagement with voters, and ongoing research initiatives should monitor the influence of social media on electoral behavior. These steps are essential to maximize the positive impact of social media on future elections while addressing its challenges.