Influence of Social Media on Audience Engagement on Broadcast Media Content

This study examined the influence of social media on audience engagement on broadcast media contents, a study of residents of Osogbo, Osun State. The objectives of this study were to find out the level of audience awareness of broadcast media content presence on social media, to examine the level of audience interaction with broadcast media content on social media, to determine the motivating factors for audience engagement with broadcast media content on social media and to identify the challenges audience encounter in their engagement with broadcast media content on social media. Survey research method was adopted while questionnaire was used to collect data from the selected sample. The findings revealed that majority of the respondents were aware of television station’s official social media accounts and do follow social media accounts of various television stations, the respondents frequently use hashtags (#) related to broadcast media content on social media, and on many occasions participated in social media contests related to broadcast media content. Also, the respondents agreed that broadcast media content on social media are too promotional and lacking in substance, and do encounter online harassment and trolling while engaging with broadcast media on social media. Based on the findings of the study, it can be concluded that social media has impact in influencing the audience to engage in broadcast media content. This study recommended that broadcast media should encourage live interactions through social media platforms, such as live streaming, polls, and questions and anwers sessions, to actively engage audiences during and after broadcast.