OGWASHI-UKU RESIDENTS PERCEPTION OF THE EFFECTIVENESS OF SOCIAL MEDIA IN COMMUNICATING SERVICE DELIVERY BY FINANCIAL INSTITUTIONS: A STUDY OF FIRST BANK OF NIGERIA

The emergence of the social media has made tasks less tedious in many professions (banking, business, entertainment, communication). With the emergence of e-banking and so on, one can make monetary transactions, place order for goods and services with instant delivery using computer or mobile phones with internet connectivity while in the comfort of his or her home. Every major advancement in communication technology affects one medium that uses it. There is no doubt that the introduction of social media has created a world different from what used to exist before their advent. Social media sites such as Faceboook and Twitter form potent tools in modern communication and marketing. Considering social media's growing popularity, this study therefore assessed Ogwashi-uku resident's perception of the effectiveness of social media in communicating service delivery by financial institutions: A study of First Bank of Nigeria. This study adopted the technological determinism and uses and gratification theories as the most suitable theoretical framework. Questionnaire was the instrument used of data collection. The findings of the study shows that the perception of ogwashi residents on the effectiveness of social media in communicating service delivery by financial institutions is positive. This can be seen as majority of the respondents rated as excellent the effectiveness of social media as a viable tool in communicating service delivery by financial institution. Based on the findings of the study, it was recommended that the management of financial institutions in Ogwashi-Uku should train and retrain their staff'n the use and application of social media platforms as a communication tools for facilitating banking services. This will go a long way in improving the service they are rendering.