The social media and organizational performance among civil society organizations in Tanzania: the case of policy forum and selected member organizations

The use of social media in organizational activities has been increasing in all parts of the world including Tanzania both for individual communication and for organizational information sharing with stakeholders. In most cases, organizations including Civil Society Organizations have become users of social media aiming at improving organizational performance. The aim of this study was to assess the role of social media in organizational performance at Policy Forum and selected nine member organizations under Policy Forum. Data were collected by interviewing technical staffs particularly CEOs, advocacy and communication officers using semi- structured questionnaire as a main tool with closed and open ended questions. Descriptive analysis using Statistical Package for Social Sciences was used for data analysis to assess the role of social media in organization performance. Results revealed that CSOs used social media to a large extent and had policies on social media, the use of social media significantly contributed to organizational efficiency; it contributed to organizational effectiveness for organizations which used social media together with mass media (Radio and TV). Moreover, limited internet access, lack of technical competence on the use of social media and failure to control information flow were the main challenges facing CSOs using social media.It was concluded that CSOs should regularly update their social media account, use social media together with other channels of communication such as mass media and also develop policies/strategies concerning the use of social media. CSOs should raise awareness and build capacity of their staffs on effective use of social media while the government should develop adequate network infrastructure for internet access across the country.