An assessment of the use of social media as a corporate communication tool by the Namibian Broadcasting Corporation (NBC)
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Date
2021
Authors
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Journal ISSN
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Publisher
University of Namibia
Abstract
The study assesses the use of social media as a corporate communication tool by the
Namibian Broadcasting Corporation (NBC). The main objectives of this study were to
assess the social media platforms used by NBC as communication tools to engage with their
audience. The study examined the extent to which NBC has adopted these social media
platforms. Another objective was to determine how these social media platforms were being
used by the Corporation. The study further appraised the quality and effectiveness of
engagement with the audience by NBC through these media platforms. The study applied
a mixed method approach in collecting data with a key informant interview being conducted
with the executive and senior management of the NBC. Participants in the study comprised
of five (5) Executive managers who were decision-makers and twelve (12) senior managers
whom the researcher believed to be implementers of the executive decisions. The study
established that all respondents who took part in the study had active social media accounts
thus had the knowledge of social media and how it operates. The findings of the study
indicated that the NBC subscribes to social media networks such as Facebook, Twitter,
Instagram, LinkedIn and YouTube. It was further established in the study that NBC engaged
its audience and stakeholders using these platforms with the purpose of communicating
news and informing the public of upcoming programmes. Institutions such as the NBC are
advised to initiate and enhance dialogue with their stakeholders on social media, create
interesting and engaging content
Description
A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Arts in Media Studies
Keywords
Social Media, Namibia, University of Namibia, Knowledge Innovation Foundation, Namibia Broadcasting corporation (NBC), Corporate communication tool