Reframing Community Relations in the Digital Age: Public Perceptions of Social Media Use in Tertiary Institutions in North Central Nigeria

Abstract

This study explores the role of social media in community relations management within selected tertiary institutions in North Central Nigeria, emphasizing public perceptions of its effectiveness. Guided by dialogic communication and public sphere theories, the study employed a cross-sectional survey of 500 respondents drawn from federal universities, state universities, polytechnics, and colleges of education. Using descriptive and inferential statistical techniques, findings reveal that social media platforms, particularly Facebook, WhatsApp, and Twitter, are perceived as vital tools for fostering engagement, enhancing transparency, and strengthening trust between institutions and their stakeholders. Regression analysis further shows that social media utilization significantly predicts positive community relations outcomes (β = .62, p < .001), underscoring its strategic value. However, challenges such as misinformation, inadequate digital literacy, and limited internet infrastructure constrain its full potential. The study concludes that social media, when strategically integrated, can reframe institutional communication into a more participatory and accountable process. Recommendations include developing institutional policies, enhancing digital literacy, investing in ICT infrastructure, and adopting dialogic engagement strategies. This research contributes to ongoing debates on digital communication and offers actionable insights for tertiary institutions seeking to optimize social media in community relations