The significance of social media sites in management of public relations :a case of maasai mara university

Abstract

This project primarily aimed to assess the significance of social media sites in management of public relations in Maasai Mara University. The review of related literature centered on the major social media sites used which are Facebook, twitter and YouTube, publics and audiences of organizations, the role of public relations practitioners and relationship building through social media networks. Data was analyzed quantitatively and qualitatively for proper data collection and analysis procedures. Social media sites are changing the face of communication. Through a variety of the sites like Facebook and twitter, we can share new ideas, opinions, information and advancements in real time. By the same, criticisms, failure and gossip can also reach a wider audience faster than ever before. The sites are ideal to provide opportunities for two-way communication. They have become valuable in the public relations field. Usage of social media sites has increased across all sectors especially amongst companies and corporate practitioners. As social media sites have been adopted as a tool for building and maintaining relationships with key audiences by organizations, their management is a crucial aspect that can lead to success of the organizations. Social media helps public relations practitioners develop relationships with stakeholders who impact the success or failure of the organization.With instant access to the opinions of the general public, public relations practitioners have no choice but to pay attention to social media and its growing rate.