Comparative Analysis of Social Media Use in Public Relations in Two Selected Public Universities in Delta State, Nigeria

This study compares and contrasts how public relations professionals at Delta State University, Abraka and Federal University of Petroleum, Effurun use social media in their respective public institutions. In order to accomplish this, related studies were examined with the use of up-to-date literal materials that were gathered to highlight the compelling arguments for the inclusion of social media in the regular activities of the public relations practitioner. Additionally, this study looked into how effectively, creatively, and adaptably institutions' public relations professionals use social media. Technology Acceptance Model (TAM) was adopted for this study. In-depth interviews were used in a qualitative research approach to collect information from respondents. The results showed that while one institution's public relations professional effectively handles their PR using social media, the other institution's PR professional is still more accustomed to the traditional methods of information sharing and as a result, does not effectively utilize social media in his PR duties in the institution. Recommendations were made based on findings of the research.