THE INFLUENCE OF SOCIAL MEDIA ON PUBLIC RELATIONS PRACTICE IN AKWA IBOM STATE UNIVERSITY

Abstract This study examines the influence of social media on public relations practice at Akwa Ibom State University (AKSU), Nigeria. The research aimed to determine the extent of social media use, identify preferred platforms, and uncover barriers to effective utilisation. We conducted a survey among PR practitioners at AKSU using a quantitative approach. Findings reveal that Facebook is the dominant platform, with 48% of respondents using it for PR activities. The majority of practitioners perceive social media as having a significant influence on their work, enhancing relationshipbuilding and information dissemination. However, infrastructural challenges, primarily, insufficient electricity and poor network connectivity, hinder optimal social media use. The study concludes that while social media plays a crucial role in AKSU's PR practice, addressing infrastructure barriers is essential for maximising its potential. Recommendations include investing in alternative power sources, developing a comprehensive social media strategy, and providing regular training for PR practitioners on emerging trends and best practices.