Journal of Mass Communication & Journalism

Application of Social Media to Organisation Branding in Nigeria

Abstract

Christiana Shade Ade-Johnson and James O Ajayi

This paper looks at the application of social media to organization branding. The business environment is speedily becoming highly competitive; it takes good corporate identity which makes a brand conspicuous in the minds of the customers, for an organization to have a good portion of the market share. This is a function of consistent, well circulated effective communication readily being offered by social media. Using two companies from the Nigerian insurance sector, survey was adopted for this study. Findings revealed these organizations, like many others, do not make use of social media as constant means of communication with their clients and potential clients. The study, therefore, recommends that corporate organizations should concentrate on their branding campaigns through the social media, which have robust audience base.