Use of social network sites by mass media organisations in Malawi

Purpose – The purpose of this study is to investigate the use of social networking sites (SNSs) by mass media organisations in Malawi. Design/methodology/approach – The research was a survey that was carried out amongst mass media organisations in Malawi. It mainly employed quantitative methods. Data were collected through a combination of mailed and self-administered questionnaires. Findings – The research established that SNSs were popularly used by mass media organisations in Malawi such that 20 (87 per cent) of the mass media organisations had SNS pages. Facebook was the most commonly used SNS although Twitter was also used. Mass media organisations benefited from using SNSs through increased listenership/readership, and soliciting of feedback which helped improve service offering. However, few mass media organisations registered increased business activity through the use of SNSs. Challenges associated with using SNSs were limited ICT penetration in Malawi, distraction of employees' attention at work...