Social Media and The Management of Community Relations in Nigerian Tertiary Institutions

Abstract

This research was conducted to explore the relationship between social media and community relations management within Nigerian tertiary institutions. Based on the Stakeholder Management Theory and supported by the Unified Theory of Acceptance and Use of Technology, the study analyzed existing secondary materials through thematic and synthesis discourse analysis to determine the relationship between social media and community relations management in the context of tertiary institutions in Nigeria. The results indicated that Nigerian tertiary institutions actively participate in community relations efforts, utilizing social media platforms such as WhatsApp, Facebook, YouTube, Twitter, and Instagram to enhance engagement with stakeholders, obtain feedback, and foster better understanding. As a result, the use of social media has had a positive effect on community relations by encouraging two-way communication, building trust, and preventing conflicts. However, obstacles like inadequate funding, a lack of social media expertise, and restricted internet access prevent the effective use of social media. The study concluded that despite these obstacles, social media holds significant promise for enhancing transparency, fostering mutual respect, and building trust between institutions and their surrounding communities if it is utilized effectively. The study suggested providing capacity-building for public relations professionals, ensuring adequate funding for social media initiatives, and strategically allocating resources to overcome challenges for improved effectiveness.