Facebook as a communication tool for promoting government service delivery in Kisumu county, Kenya

Abstract

Effective organizational communication is essential for achieving institutional objectives. This study explored the use of Facebook as a communication tool for promoting government service delivery in Kisumu County, Kenya. Specifically, it aimed to: identify factors influencing Facebook use in service delivery; assess the extent to which residents use Facebook to access government services; examine the types of services sought through Facebook; and evaluate the barriers limiting its effective use. Guided by systems theory—which views organizations as interdependent units functioning as part of a broader system—the study employed a descriptive research design. The target population included Facebook-using residents of Kisumu County and county government staff involved in digital communication. Sampling was conducted using a combination of purposive and stratified random methods, with sample size determined through Cochran‘s formula. Data collection involved structured questionnaires and key informant interviews. Instrument validity was ensured through face and content validity, while reliability was confirmed using Cronbach‘s Alpha (all scores exceeding the 0.7 threshold). Quantitative data were analyzed using descriptive statistics; qualitative data were subjected to thematic content analysis. The findings revealed widespread digital access, with over 90% of respondents owning Facebook-capable devices and more than 80% reporting regular internet access. Despite this, digital literacy gaps—particularly among older adults—limited the effective use of Facebook for interactive engagement. While Facebook was recognized as a valuable source of government information, users expressed only moderate trust in the content and in the responsiveness of government platforms. Notably, 67.7% of respondents had used Facebook to access government services, yet only 30.8% had engaged interactively with county government pages in the preceding six months. The most frequently accessed services included job advertisements, health alerts, and public notices. However, content requiring deeper civic participation, such as budget discussions or policy consultations, attracted minimal engagement. Barriers to effective use of Facebook included institutional unresponsiveness, economic limitations like data costs, and behavioural factors such as digital confidence and trust deficits. The study concluded that although Facebook offers significant potential for improving government service delivery in Kisumu County, its current use remains largely unidirectional and informational. Realizing its full potential will require strategic efforts to enhance digital literacy, promote institutional accountability, and foster two-way communication for more participatory governance.