Authors: Emmanuel Omula and Manasseh Umoette
Abstract
The study “Social media and public relations strategies in select banks in Benue State Nigeria”, sought to find out, the public relations activities that social media were used for by the select banks. The study is underpinned by two- way symmetrical model. Survey research method was employed for the study and questionnaire was the instrument used for data collection. Findings revealed that, crisis management, two-way communication, making announcements, creating awareness, image management and creating awareness about social responsibility efforts of banks were all public relations strategies and activities that the select banks in Benue State Nigeria used social media for. It was discovered that, social media are the best media for effective two- way communication in the 21st century. It was also revealed that crisis management involves taking appropriate measures to prevent a crisis before it occurs or manage/control it well when it occurs. Based on these findings, it was concluded that, for organisations like banks to make tremendous impact in the 21st century, they must continue to embrace emerging communication technologies, that are relevant to achieving two-way communication. Based on this conclusion it was recommended interalia that, two-way communication, can only be effective when organisations, not only listen to the customers but also act on feedbacks from customers.
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