The Influence of Social Media on the Academic Performance Ofstudents in Nigerian Institutions (a Study of Students of Mass Communication, Auchi Polytechnic)

Social media has become an integral part of modern socicty, revolutionizing the waypeople communicate, interact, and share information. Defined as digital platforms that enableusers to create,share,and exchange content in virtual communities and networks (Boyd &Ellison,2007) social media encompasses a wide range of online tools and applications, including social networking sites, microblogging platforms, multimedia sharing platforms,andmessaging apps. Platforms such as Facebook, Twitter, Instagram, Linkedin, and Snapchat have become household names, connecting billions of users worldwide and facilitating real time. communication and collaboration. These platforms offer various features, including text posts, photos, videos, live streaming,and instant messaging,allowing users to engage with contentand interact with others in diverse ways.
The rise of social media has fundamentally transformed how information isdisseminated and consumed, enabling individuals to access news, updates, and entertairimentfrom a mulitude of sources instantaneously. This democratization of information has
empowered users to participate in public discourse,express their opinions,and engage inactivism and advocacy on issues of personal and societal significance.
Moreover, social media has revolutionized the way businesses and organizationsconnect with their target audiences, offering powerful tools for marketing, advertising, and customer engagement. Companies leverage social media platforms to promote their productsand services, engage with customers,gather feedback,and build brand loyalty (Kaplan &Haenlein.2010)