Amidst rapid digital transformation, the Sultanate of Oman has established a strong presence in utilizing social media as a key tool for enhancing community participation and fostering direct and transparent communication between government entities and the public. Social media platforms are no longer limited to sharing news; they have become dynamic spaces that enable citizens and residents to voice their opinions and actively contribute to shaping public policies and improving government services.

This approach aligns with Oman Vision 2040, which places significant emphasis on empowering society and reinforcing the principles of transparency and accountability through modern digital governance based on continuous engagement with the public and involving them in the decision-making process. Through this direction, the Sultanate of Oman reaffirms its commitment to promoting a culture of active digital participation and positioning its citizens as genuine partners in enhancing government performance and shaping the future.

Government entities in the Sultanate of Oman have experienced significant growth in their digital presence across major social media platforms, including Facebook, Instagram, X, and YouTube. Additionally, 16 out of 57 government entities maintain active accounts on LinkedIn, reflecting a shift towards more specialised professional platforms and expanding their presence in modern institutional communication spaces. Several entities also operate multiple accounts on a single platform, with some reaching up to 15 active accounts, demonstrating the diversity of messaging and the broad scope of engagement with different audience segments.

These institutions follow an effective digital strategy for managing their social media presence, including forming dedicated teams to manage official accounts and providing training on modern digital communication policies such as the “Social Media Policy” and the “Community Engagement Guide.” In collaboration with various government entities, the Ministry of Transport, Communications and Information Technology has organised capacity-building workshops aimed at developing the skills of personnel in this field. Notably, 80 employees were trained in managing digital content and engaging effectively with the public, contributing to the development of an open digital government dialogue that reflects the country’s vision of participatory communication and community satisfaction.

These teams implement a comprehensive workflow that includes regular publication of informative and news content, live media coverage, and timely responses to public enquiries, all of which contribute to greater transparency and trust. This digital engagement was particularly evident in national campaigns, such as #Shurkum and #CommitToTax, which utilized mechanisms of digital public participation through online surveys and suggestion tools, resulting in tangible improvements in policies and services.

Social media campaigns have become a strategic tool for government institutions to engage with society and deliver messages in innovative ways that involve citizens directly and interactively in national issues. The Shurkum and Commit to Tax campaigns represent the Sultanate of Oman’s pioneering role in using social media platforms to promote community participation and informed decision-making. Through the Shurkum campaign, launched by the Ministry of Transport, Communications and Information Technology, public dialogue was opened on technological and legislative topics such as child protection in cyberspace and open data, using online discussions, surveys, and real-time engagement on platforms like X and Instagram. The campaign provided a meaningful space for citizens to share their voices with decision-makers and helped shape ministry directions in line with public needs.

Meanwhile, the Commit to Tax campaign by the Tax Authority presented an advanced model of digital awareness. It used the hashtag to disseminate visual and written content through official platforms and social media, collaborated with influencers to broaden its reach, and included electronic surveys, SMS messages, and multilingual awareness materials. These efforts enabled the public to better understand their tax responsibilities and supported higher voluntary compliance rates.

Both campaigns demonstrate the Omani government’s success in transforming social media into effective tools for e-participation, moving beyond traditional awareness-raising to activate community involvement in shaping policies and services, thereby fostering a more transparent and inclusive approach to governance.

In the Sultanate of Oman, digital interaction through social media is no longer just a means of communication; it has become an essential tool adopted by government entities to improve services and inform decision-making. With 92% of the population engaging daily on these platforms, public feedback, comments, and suggestions shared through government accounts have contributed to more responsive policies and more user-friendly services. These interactions have also created valuable data sources, allowing decision-makers to understand community trends and anticipate challenges. Public input is directly used to improve procedures, simplify services, and even review policies and regulations, underscoring that digital government is not just a technological shift, but a genuine partnership between citizens and the state.

The Sultanate of Oman’s approach to managing social media represents a significant shift in the relationship between government and society, as entities adopt a model based on smart engagement and timely response. By investing in awareness content and expanding public listening efforts, the Sultanate has placed social media at the core of its development and continuous improvement process, affirming that digital communication is not merely a media tool but a cornerstone for building a more inclusive and efficient future.