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This study investigates the effects of social media on the growth of online media businesses,
specifically focusing on Delta Uhuru and ShockNaija platforms. The objectives include assessing
the impact of social media strategies on audience engagement, analyzing its role as a cost-effective
marketing tool, and evaluating the challenges posed by digital infrastructure and misinformation.
Anchored on Media Dependency Theory, the study explores how these platforms depend on social
media for visibility, audience engagement, and revenue generation. The research design employs
a descriptive survey, with a sample size of 400 respondents selected through purposive sampling.
Data was collected via structured questionnaires and analyzed using descriptive statistics.
Findings indicate that social media significantly enhances audience engagement, with 75% of
respondents reporting increased interaction with content. Additionally, platforms using social
media strategies saw a 30% revenue growth, highlighting its effectiveness as a marketing tool.
However, challenges such as unreliable internet connectivity and the spread of misinformation
were identified, which hinder growth. In conclusion, social media serves as a powerful tool for
enhancing the reach and financial success of online media businesses, though infrastructural
improvements and effective management of misinformation are necessary. The study recommends
that Delta Uhuru and ShockNaija strengthen their social media presence and address connectivity
issues to fully capitalize on the growth potential offered by social media platforms.
