Authors: Okon E. Udoyo1, Kufre J. George2, Samuel A. Etifit3 and Christian U. Egeh4
Abstract
The aim of this study was to investigate and evaluate the social media strategies of public relations (PR) units of tertiary institutions in Akwa Ibom State. Specifically, the study sought to investigate the social media strategies employed by these institutions; to investigate the metrics or indicators they use to evaluate the effectiveness of their social media engagement in PR practice; and to identify the challenges encountered by them in the course of implementing their social media strategies. To achieve these objectives, the study utilised the uses and gratifications theory as well as the technology acceptance theory (TAM) and also adopted survey research design, using questionnaire as its only and major data-gathering instrument. Copies of the structured questionnaire were administered to 165 PR practitioners, social media administrators, and communication officers in selected institutions in Akwa Ibom State, using a purposive sampling approach, on an average of eighteen (18) copies per institution. Main findings outlined that institutions successfully engage the public on most social media platforms and customize their updates to get maximum engagement, but were slowed down by lack of access to collective measures, inefficient skilled individuals, and high growth rate on social media platforms. Conclusion drawn was that efficient comprehension of quantitative and qualitative measures is mostly important in measuring social media campaigns in PR. In light of these findings, organisations are recommended to develop customized social media strategies with extensive use of high-level analytics and implement frequent training for employees to enhance their online communications skills, encourage stakeholders to participate, and stay up to date with the fast-evolving social media environment.
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