Proceedings: Conference on Corporate Communication 2012 Page 1

Blogosphere
The Use of Social Media by Public Relations Agencies in Nigeria
Ismail Adegboyega Ibraheem & Abigail Odozi Ogwezzy-Ndisika
Department of Mass Communication
University of Lagos, Lagos, Nigeria
drismail.ibrahim@gmail.com & abigaily2k@yahoo.com
This paper examines the use of social media, especially blogs, by public relations firms in Nigeria
on behalf of their clients. Using a sample of public relations firms in Nigeria, it investigates the
use of social media platforms as public relations strategies and arenas for creatively exploring the
changing boundaries of corporate communication. In an increasingly socially mediated world of
Facebook, Twitter, and blogs, this paper highlights how public relations professionals, especially
those working in public relations firms, negotiate the changing media of communication by using
blogs to engage with the public on behalf of their clients. The findings from this study will
improve our understanding of how social media impacts corporate communication and the public
relations strategies of organizations.
Purpose: This paper examines the use of social media, especially blogs, by public relations firms
in Nigeria on behalf of their clients.
Approach: This is an empirical paper that focuses on a sample of public relations firms to
investigate the use of social media platforms as public relations strategies and arenas for
creatively exploring the changing boundaries of corporate communication.
Findings: In an increasingly socially mediated world of Facebook, Twitter, and blogs, the
findings from this paper highlight how public relations professionals, especially those working in
public relations firms, negotiate the changing media of communication by using blogs to engage
with the public on behalf of their clients.
Research implications: The findings from the case studies examined in this paper will improve
our understanding of the impact of social media on corporate communication and the public
relations strategies of organizations.
Practical applications: This study will be useful to those professionals working in the areas of
corporate communication and public relations who want to have a better grasp of strategic options
in the context of technology-driven corporate communication and public relations strategies.
Keywords: Corporate communication, Public relations, Social media, Communication
management, Strategic communication
Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012
Page 3