Lived experiences of social media managers in utilizing the LGUs online media platforms in governance

Abstract

This study explores the experiences of social media managers working with local government units (LGUs) in Santa Barbara, Zarraga, New Lucena, Leganes, Mina, and Janiuay, all of which have received the Seal of Good Governance. The qualitative research design focuses on understanding the participants’ roles, challenges, and rewards in the context of their work with the local government. The participants were selected based on their involvement with municipalities recognized for good governance, ensuring that they had relevant insights into the effective use of social media in government communication. A semi-structured face-to-face interview lasting 45 minutes was conducted with follow-up questions to allow for deeper exploration of their experiences. Key findings of the study highlight the vital role social media managers play in creating content, engaging with audiences, and implementing policies, all while navigating the complexities of digital communication. Despite the importance of their role, they face significant challenges such as managing work pressures, time constraints, stress, handling negative feedback, and balancing their personal lives with job demands. Nevertheless, many social media managers expressed that their work is rewarding, particularly when it fosters meaningful communication between the government and the community. This emphasizes the potential for social media to enhance transparency, citizen engagement, and public trust in government operations.