Assessing the Use of Social Media by A. A Sule Campaign Council in the 2023 Gubernatorial Elections in Nasarawa State

Abstract

Social media platforms have revolutionised political communication and electoral processes globally, becoming essential tools for voter engagement and campaign mobilisation. This study examines the utilisation of social media by Governor A.A. Sule's campaign council during the 2023 gubernatorial elections in Nasarawa State, Nigeria, with a focus on platform effectiveness, voter influence, and associated challenges. Using a survey research design, data were collected from 400 respondents across the state to assess the impact of various social media strategies on electoral outcomes. The findings reveal that Facebook (80%) and WhatsApp (77%) were the dominant platforms for campaign messaging, with 61% of voters acknowledging that online content influenced their electoral decisions. While the campaign successfully mobilised youth and urban demographics, significant challenges emerged, including political propaganda (93%), tribal and religious tensions (88%), and hate speech (80%). The study highlights social media's dual role as both a catalyst for democratic participation and a vector for misinformation in Nigeria's political environment. These findings contribute to understanding the localised dynamics of social media campaigns in subnational African elections and emphasise the need for targeted regulatory frameworks that balance risk mitigation with democratic participation.