International Journal of Sub-Saharan African Research (IJSSAR)

Background: As institutions of higher learning increasingly adopt digital communication strategies, understanding how these platforms influence relationships with stakeholders, students, staff, alumni, media, and the general public has become imperative. Objectives: This study investigated the role of social media platforms in shaping stakeholder engagement and perception within three universities in Rivers State: Rivers State University, University of Port Harcourt, and PAMO University of Medical Sciences.
Method: The research adopted a descriptive survey design, and gathered data from public relations and communications personnel in the select universities. Results: While the universities actively use Facebook, Twitter, and Instagram to disseminate information and interact with stakeholders, they often lack cohesive policies and adequate staff capacity to maximize these tools effectively. Challenges also exist in integrating social media with traditional media for coherent communication.
Conclusion: A strategic, well-managed approach to social media significantly enhances stakeholder trust, participation, and institutional reputation.
Unique Contribution: The study offers insights for institutional leaders and communication practitioners striving to build more responsive, transparent, and inclusive universities. Recommendations: The development of institutional social media policies, continuous training for communication staff, and the adoption of an integrated media strategy that combines traditional and digital platforms for comprehensive stakeholder engagement are recommended.