POTENTIALS OF SOCIAL MEDIA IN COMMUNICATION OF GOVERNMENT SCHEMES: LITERATURE REVIEW

Abstract

The government of India has introduced thousands of welfare schemes for the social security of the citizens, however, except for very few schemes the general awareness about welfare schemes is low, impacting the success and objective of the schemes. The increased user base of social media in India prompted the authors of this literature review to examine the potential of social media as a tool for government-to-citizen communication and engagement. The review explores the benefits, challenges, and strategic considerations of social media It also examines the deficiencies of unidirectional conventional media versus the advantages of multidirectional social media. This review synthesizes findings from 50 peer-reviewed papers, to explore the value of social media to communicate government welfare schemes. The research indicates that popular platforms like Twitter, Facebook and YouTube may be used to connect with citizens, disseminate information, and foster engagement. It is concluded that social media can complement radio, television, and newspapers, however, the complete replacement of conventional media is not recommended. The strategic and systematic deployment of social media may help shaping public opinion, fostering both consensus and dissent.