ADOPTION OF SOCIAL MEDIA BY NIGERIAN MEDIA ORGANIZATIONS: A CASE STUDY OF BORNO RADIO TELEVISION (BRTV)
Abstract
ABSTRACT
This study examines the adoption of social media by Nigerian media organizations, focusing on Borno Radio Television (BRTV), Maiduguri. It investigates how social media platforms are used for news dissemination, audience engagement, and professional journalism practice. The study employed the descriptive survey method, using structured questionnaires administered to fifty (50) purposively selected BRTV staff across various departments. Data were analyzed using simple percentages and frequency tables. Findings revealed that BRTV actively uses social media—especially Facebook and YouTube to share news, promote interaction, and enhance credibility through audience feedback. The study also identified major challenges affecting effective adoption, including poor internet access, inadequate training, limited management support, and insufficient funding. It concludes that social media has become an indispensable tool for modern journalism, improving efficiency and expanding audience reach. The study recommends that BRTV and similar organizations invest in digital infrastructure, train staff regularly, and develop clear social media policies to ensure professionalism and sustainability.
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