Transforming Public Policy Communication through Social Media: Enhancing Public Engagement

Abstract

Social media has transformed public policy communication by reshaping how governments distribute information, interact with citizens, and encourage public engagement. This study examines the transformation of public policy communication through social media and identifies the factors that support or constrain citizen engagement. A literature review approach was employed by synthesizing recent peer-reviewed studies on government communication, social media, transparency, responsiveness, trust, and public participation. The findings show that social media has shifted policy communication from predominantly one-way and institution-centered practices toward more immediate, accessible, interactive, and networked communication. Government–citizen interaction occurs at different levels, ranging from information access and simple digital reactions to feedback, consultation, participation, and collaboration. Transparency, information quality, responsiveness, and public trust emerge as important conditions that can strengthen engagement, although their effects depend on the quality of dialogue and the extent to which citizen input is acknowledged. The review also identifies several persistent challenges, including misinformation, disinformation, digital polarization, algorithmic fragmentation, unequal access, limited digital literacy, and institutional capacity constraints. These findings indicate that visible platform metrics such as likes, shares, and comments do not necessarily represent meaningful participation. Effective social media-based policy communication therefore requires governments to integrate clear and credible information, dialogic practices, responsive institutional behavior, and inclusive participation mechanisms. Social media is most valuable when it complements, rather than replaces, broader channels of public communication and participation. This synthesis highlights the need to evaluate engagement through communication quality, inclusiveness, and substantive citizen involvement.