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CHALLENGES OF BROADCAST STATIONS AND THEIR SOCIAL MEDIA HANDLES

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Abstract on social media handles

The main objective of the study was to assess the challenges of broadcast stations and their social media handles. The study was anchored on Technological Determinism Theory (TDT). A cross-sectional survey research method was adopted while questionnaire was used to elicit responses from the respondents within Enugu State Broadcasting Service (ESBS) using Conesus sampling technique. The data collected were analyzed using descriptive statistics (frequency and percentage) while the data were presented with the aid of tables. Findings indicated that substantial number of respondents (83.3%) was of the view that Enugu State Broadcasting Service utilized social media handles to a high extent. Equally, a significant number of the respondents (50%) noted that competition is the most challenge facing Enugu State Broadcasting Service in their usage of social media handles. Also, majority of the respondents (47%) pointed out that ESBS maintain their social media presence by train their social media team while maintaining their traditional brand identity. Meanwhile, many of the respondents (36.4%) admitted that Facebook is the most often used social media handle by ESBS. The study recommended that,the challenges faced by broadcasting stations and their social media handles can be overcome by embracing digital transformation, developing a robust social media strategy, investing in social media management tools, training employees on social media best practices.

Keywords:  Broadcasting Stations, Social Media Handles, Challenges.


INTRODUCTION

The emergence of social media platforms has revolutionized the way information is disseminated and consumed globally. In Nigeria, the impact of social media on the broadcast media cannot be overemphasized (Ogundele, 2013). The broadcast media, which consist of radio and television stations, are faced with the challenge of navigating the intricacies of social media platforms to reach a wider audience i.e there are a numbers of which in which broadcast media is facing challenges in its social media handles.

Broadcast media outlets face the challenge of dealing with the spread of misinformation on their social media platforms. The rise of fake news and clickbait headlines on social media has made it difficult for these outlets to maintain their credibility because most time they will also report certain news and share on their social media and later realized that they either not accurate or share fake news (Ogundele, 2013). According to a study by the Pew Research Center, 64% of Americans and 43% of Africans believe that fake news has caused a great deal of confusion about the basic facts of current event (Newman, 2020).

When posting on social media, broadcast media outlets must take care to avoid any legal pitfalls. Due to the ease with which people can post anything on social media, there may be issues with copyright and privacy. Also, media outlets must take care not to publish anything that can be seen as libelous or defamatory. (Ogundele, 2013).

Similarly, broadcast media outlets must balance the need for engagement on social media with the need to maintain the quality of their content. Clickbait headlines and sensationalized stories may generate more engagement, but they can also damage the outlet’s reputation over time. According to a study by the Reuters Institute for the Study of Journalism, 58% of news consumers believe that the media prioritizes getting clicks over producing high-quality journalism (Michael, 2014).

Finally, broadcast media outlets must be prepared to adapt to changing social media trends. Platforms like TikTok and Instagram have risen in popularity over the past few years, and outlets must be prepared to create content that resonates with those audiences. According to a report by the Reuters Institute for the Study of Journalism, 78% of news executives believe that social media will become even more important in the coming years, highlighting the need for outlets to stay ahead of the curve (Michael, 2014). Hence, this study is n thrust to assess the broadcasting stations and their social media handles: challenges with a particular focus on journalists in Enugu State.

Statement of Problem

The broadcast media and their social media handles face several challenges in today’s digital age. One of the significant challenges is the changing media landscape, which has led to a decline in the traditional broadcast media’s relevance. The emergence of new media platforms has altered the way people consume news and information, leading to a decline in viewership and revenue for the broadcast media. Influx of fake news and misinformation is another major problem facing broadcast in effective utilization of their social media handles which negatively impact the credibility of the broadcast media.

However, Regardless of where social media integration fits within the digital broadcast media landscape, the number of empirical studies on this topic is relatively few. Hence, most of the related studies focused generally on the effectiveness of social media in news gathering, place of social media in broadcast media generation of feedback among other. To this end, this study therefore investigating the broadcasting stations and their social media handles: challenges with a particular focus on journalists in Enugu State.

Objectives of the Study

  1. To examine the extent to which broadcast media utilized social media handles.
  2. To determine the challenges facing broadcast media in their social media handles.
  3. To ascertain how do broadcasting stations manage their social media presence while maintaining their traditional brand identity.

 Research Questions

  1. To what extent do broadcast media utilized social media handles?
  2. What is the most challenge facing broadcast media in their social media handles?
  3. How do broadcast media manage their social media presence while maintaining their traditional brand identity?

Significance of Study

Studying the challenges faced by the broadcast media and their social media handles is significant for several reasons:

Understanding the challenges: By identifying and analyzing the challenges, this study can provide a better understanding of the issues faced by the broadcast media and their social media handles. This understanding can help media organizations develop effective strategies to overcome these challenges.

Keeping the media industry relevant: As the media landscape continues to evolve rapidly, it is essential to study the challenges faced by the broadcast media and their social media handles to keep the industry relevant. This study can help media organizations identify new opportunities and adapt to changing consumer preferences.

Maintaining journalistic standards: With the proliferation of social media platforms, maintaining journalistic standards and credibility has become a challenge for media organizations. This study can provide insights into how the broadcast media can maintain their journalistic integrity while using social media platforms to disseminate news and information.


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