INFLUENCE OF SOCIAL MEDIA ON EFFECTIVE COMMUNICATION ON ORGANIZATIONAL PERFORMANCE

ABSTRACT: The study assesses the influence of social media on effective communication on organizational performance using Osun State University as a case study. Communication is the basis of human interaction and development since no human being can survive in isolation of others. However, effective communication fostering unity, understanding and general development in organization. System Theory and Communication Processing Theory was also adopted. Survey research method as a quantitative design was used coupled with questionnaires were adopted to elicits data from the respondents within Osun State University who were mainly students, teaching and  non-teaching  staffs that were drawn using simple random sampling technique. The data collected were analysed and interpreted using table coupled with simple frequency and percentage method of statistics. It wass recommended that Osun State University through public relations unit is expected to have a page or group or room on social media like Facebook and Twitter which shall be solely managed by the Public relations department or Unit of the institution or any other authorized body or person. Such page could be titled “Welcome to Osun State University”, “UniOsun Connect”, e.t.c while the approval of member shall base on proper verification in case of Facebook. Also, suggestion boxes are expected to be placed in some strategic locations within the campus and public relations and students affairs should regularly check it.

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