MASS COMMUNICATION STUDENTS EVALUATION OF THE USE OF SOCIAL MEDIA

ABSTRACT

This study assessed Mass Communication Student’s Evaluation towards the use of social media by the Public Relations Unit in UNIBEN Nigeria, because of the increase in the use of social media globally and by various organizations. The study was anchored on Technological Determinism model and public sphere theory. The survey design was adopted for the study with the aid of an 8 item questionnaire administered to three hundred and seven (307) respondents that were selected via the simple random technique and purposive sampling, selected from 6 levels in the Department of Mass Communication (Full-time and Part-time). Data obtained were analyzed and presented with the aid of frequency tables, simple percentage and mean scores. Findings show that a good number of students are aware of the use of social media while the other part are not aware. The findings also showed that the students don’t view social media as an effective tool for communication by the Public relations Unit in UNIBEN, though their information is credible. Therefore, the study concludes that the Public Relations Unit in UNIBEN does not effectively communicate with its key publics via social media. The study recommended that the Public Relations Unit in UNIBEN should do more of social media branding and actively communicate with its key publics via social media.