| dc.description.abstract | Rapid changes in Information Technology and increase in use and adoption of Internet has led to a shift in how organizations conduct business. The use of internet has opened up many business opportunities that can enable businesses gain a competitive edge in the business environment they operate in. The study aim was to analyze the business benefits of social networking in gaining leverage among media stations in Kenya. The objectives of the study were to determine how businesses/organizations harness the benefits made available by the existence of social networking websites and to establish business acceptable ways of mitigating risks associated with using social networking websites at a workplace The study was conducted on all the media station that offers television services.
It includes media station such as KBC, NTV, KTN, Citizen TV, K24 among others. A total of 12 questionnaires were administered. Each media station was given one to fill. Data analysis was carried out by coding the questions and then feeding them into SPSS (Statistical package of social sciences). Data interpretation was done using frequency summary tables' Content analysis methodology was used to analyze qualitative data and interpretation involved deriving some understanding from the output relative to the subject matter.
Some of the findings showed that majority of the media stations have been in existence for over 5 years and have facebook, twitter and YouTube profiles. The findings also showed that most of the stations carryout advertisements on their social network profiles. Majority of the respondents said that they are logged into social networks most of the day and this has enabled achieve a better work life balance. Most respondents said that they had the sole discretion of deciding what to post onto the social networks when giving comments and opinions | en_US |
