Utilization of social media communication in public universities: a case study of Jomo Kenyatta University of Agriculture and Technology

Abstract

Effective Communication is central to any institution or organization. In universi ties, use of proper channels to communicate to students is paramount for both teaching and non-teaching staff if they are to achieve the set aims and objectives of providing information pertinent in pursuant of students‟ academic and other endeavors.The ability to communicate effectively has a great impact on an organization‟s success. This is because it affects teamwork and collaboration. Effective communication enables positive interaction between two or more individuals working together to solve problems; create novel products and master required skills. The importance of effective communication in organizations and institutions is paramount as it facilitates coordination and control of activities, builds teamwork and creates a supportive attitude in organizations.The main objective of this study was to determine how social media was being used in Kenyan Public Universities in the absence of a communication policy. The preferred theoretical framework for this study was uses and gratifications which addresses benefits that users get from using social media. The study adopted an exploratory research design. The sample was drawn from JKUAT main campus where a sample of 150 respondents participated where 30 members of staff as well as 120 students participated.Analysis of the quantitative data was performed using statistical analysis tool of SPSS package 21. From the findings it was apparent that 56.67% of the respondents were male while 43.33% were female which implied that most of the responses emanated from male. In addition, age was found to be a key factor in the usage of social media. Young people between ages 18-34 years accounted for majority of social media users with 54.33% of the respondents while older people Above 50 years of age accounted for partly 4%. In addition most of the respondents agreed with the statement that social media has brought positive change in communication practice and is a key factor in its growth. The respondents also said that the usage is due to the fact that social media complements traditional channels of communication. According to this study, majority of staff used posters to communicate to their students at 50% while a partly 6% use social media during their communication endevours. Challenges faced in the utilization of social media are that it is not used to relay important information but for other use, notably, just to interact. Respondents also said that social media is prone to abuse by people and has no privacy. Knowledge sharing, collaboration, social interaction and immediate feedback are the proven benefits of social media in public Universities as per the findings of this study. Most of the respondents agreed with the statement that social media has brought positive change in communication practice and is a key factor in its growth. Majority of the respondents cited lack of policies as being the hindrance to the use of social media. Facebook was found to be the most preferred social network site. This study recommended that in order to benefit from social media, students ought to turn to more professional social networks. Many of the respondents said that they used Facebook and twitter which are for communication and fun. The study recommended the need to draft a policy to guide utilization of social media in public universities