Why Nigerian Tertiary Institutions Should Embrace Social Media Studies, by Isaac Asabor

Social media, once dismissed as a frivolous pastime, has evolved into a powerful tool for communication, commerce, and even activism. Its transformative impact on society and economies worldwide is undeniable. Countries such as the United States, the United Kingdom, and Canada have already recognized this reality, incorporating social media studies into their university curricula. Yet, Nigerian tertiary institutions appear to lag behind, clinging to traditional approaches that fail to address the dynamic realities of the digital age. To stay relevant in a rapidly changing world, Nigerian universities must embrace social media as a body of knowledge worthy of academic study, placing it under the broader umbrella of Mass Communication.

Globally, institutions like the University of Southern California (USC) and the University of Florida offer specialized programs in social media as part of their communication and media studies departments. USC, for example, provides a Master’s in Digital Social Media, which equips students with the skills to navigate and leverage social platforms for strategic communication. Similarly, Birmingham City University in the UK offers degrees in Social Media Management, underscoring the relevance of these courses in modern education.

These programs explore the multifaceted nature of social media, from its role in shaping public discourse to its impact on marketing strategies. By providing a structured academic framework, they prepare students to harness social media’s potential in diverse fields, including journalism, advertising, public relations, and political communication.

In contrast, Nigerian universities have yet to fully embrace social media as a legitimate field of study. This gap is concerning, given the pervasive role of platforms like Twitter, Facebook, Instagram, and TikTok in shaping public opinion and driving societal change.

The integration of social media studies into Nigeria’s tertiary institutions is not just an academic necessity but a strategic imperative. Social media is no longer merely a medium for casual interaction; it has become a primary channel for news dissemination, brand communication, and political engagement. 

In fact, there are several reasons why Nigerian universities should prioritize this discipline:

First and foremost, it will prepare students for the Job market. Without a doubt, the global job market is increasingly demanding digital skills, and proficiency in social media is now a critical requirement. Careers in digital marketing, social media management, content creation, and data analytics are flourishing. By offering courses in social media studies, Nigerian universities can equip students with the skills needed to excel in these roles. Graduates would be better prepared to compete for jobs both locally and internationally, addressing Nigeria’s high unemployment rates.

Secondly, social media studies would promote digital literacy. In fact, digital literacy is no longer optional; it is a necessity for navigating the modern world. Social media studies can teach students how to critically analyze online content, distinguish credible sources from misinformation, and responsibly engage with digital platforms. This knowledge is particularly crucial in Nigeria, where the spread of fake news has far-reaching consequences for society and governance.

Without a doubt, social media has proven to be a powerful tool for societal change, from mobilizing voters during elections to organizing protests against injustices. By studying social media, students can learn how to effectively use these platforms to advocate for social justice, promote civic engagement, and contribute to national development. Nigeria’s future leaders need to understand the dynamics of social media to harness its potential for positive change.

The rise of social media has revolutionized entrepreneurship. Many young Nigerians have built successful businesses by leveraging platforms like Instagram and TikTok for marketing and sales. Offering social media courses would provide aspiring entrepreneurs with the tools to effectively brand their businesses, reach their target audiences, and analyze consumer behavior. This would contribute to the growth of Nigeria’s economy by fostering innovation and creating jobs.

Without a doubt, education systems worldwide are evolving to reflect the realities of the digital age. Universities in countries like the United States, Canada, and the UK are already offering specialized programs in social media. By failing to adapt, Nigerian institutions risk falling further behind, making it difficult for their graduates to compete on a global stage. Incorporating social media studies would align Nigerian universities with international standards, enhancing their reputation and attracting more students.

One of the criticisms often leveled at Nigerian tertiary institutions is the disconnect between academic programs and industry needs. Social media studies offer an opportunity to bridge this gap. By collaborating with industry experts and incorporating real-world case studies, universities can ensure that their curricula are relevant and practical. Graduates would leave school with skills that are immediately applicable in the workforce.

Though, there is no denying the fact that social media has its downsides, including cyberbullying, addiction, and the spread of harmful content, but by studying social media, students can gain a deeper understanding of these issues and learn strategies for mitigating them. This knowledge would empower them to use social media responsibly and advocate for ethical practices online.

At this juncture, it is expedient to opine that universities should collaborate with industry experts and international academic institutions to design curricula that address the theoretical and practical aspects of social media. Core subjects could include social media strategy, digital content creation, analytics and metrics, ethics in digital communication, the role of social media in crisis management and case Studies on Social Media Campaigns

In a similar vein, integrating social media as a body of knowledge into Mass Communication should be a matter of urgency as it is indispensable.  In fact, positioning social media studies as a subset of Mass Communication would ensure its seamless adoption, leveraging existing expertise within Nigerian institutions. This approach would also attract students already interested in communication and media studies.

Also, establishing partnerships with tech companies, advertising agencies, and media houses would provide students with practical exposure and real-world experience. Internship opportunities would allow students to apply their knowledge in professional settings, enhancing their employability.

Close to the foregoing viewpoint is that to effectively teach social media studies, universities must invest in modern technology. This includes high-speed internet, multimedia labs, and access to analytics tools. Such investments would not only benefit social media programs but also improve the overall quality of education.

In fact, universities should launch campaigns to educate prospective students and parents about the importance of social media studies. Highlighting success stories of individuals and businesses that have leveraged social media can help dispel misconceptions and generate interest in the field.

On the way forward, it is germane to opine that the world is moving at a breakneck pace, and social media is at the forefront of this transformation. Nigerian tertiary institutions must rise to the occasion by integrating social media studies into their mass communication curricula. By doing so, they will not only keep pace with global educational standards but also equip their students to thrive in an increasingly digital world.

Without a doubt, social media is no longer a luxury; it is a necessity. It is high time Nigerian universities recognized its significance and gave it the academic legitimacy it deserves. By embracing social media studies, they can prepare a generation of students who are not only digitally literate but also capable of leveraging technology for personal, professional, and societal advancement.