International Journal of Management Science and Business Administration, vol. 4, issue 6, pp. 7-16, September 2018 7 International Journal of Management Science and Business Administration Volume 4, Issue 6, September 2018, Pages 7-16 DOI: 10.18775/ijmsba.1849-5664-5419.2014.46.1001 URL: http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.46.1001 Social Media Usage and Firm Performance: Reflections from the Nigerian Telecommunication Sector 1 Akpan Ekom Etim, 2 Ibekwe Uzonna, 3 Worgu Steve C., 4 Nwangwu Chibuike E. 1 University of Port Harcourt, Department of Management, Nigeria 2, 3 University of Nigeria, Department of Management, Nigeria 4 University of Nigeria, Department of Accountancy, Nigeria Abstract: This study examines the relationship between social media usage and firm performance in the Nigerian telecommunication sector. A sample size of 76 people was determined from a population of 95 employees comprising customer service personnel, supervisors, and managers of four telecommunication outlets operating in Rivers State, Nigeria. The Pearson Product Moment Correlation Coefficient statistical technique was used to analyze data collected with the aid of the Statistical Package for Social Sciences computer software version 22. The study revealed that social media usage has a significant positive correlation with performance measures of profitability and market share. It was recommended that management of these firms need to give adequate attention to their social media platforms and use them extensively in rendering customer service, and for advertisement and promotion of their services which will elevate their performance. Keywor ds : Social media usage, Advertising and Promotion, Firm performance, Profitability, Market share 1. Introduction Firm performance has continuously attracted scholars and experts' attention, especially scholars in the area of management and operations/production management. It is seen as a means through which the growth and profitability of the firm are achieved (Gavrea, Ilies & Stegerean, 2011). In today's business organizations, performance cannot be overlooked because it is the benchmark on which organizations measure their level of competitiveness in comparison to their contemporaries (Olusanya, Awotungase & Ohadebere, 2012). As submitted by Umoh and Sylva (2016), any organization that fails to achieve a high level of performance stands a risk of "being mere ephemerals if they do not step up their productivity performance as they operate in a dizzying and turbulent business environment characterized by stiff competition, fluctuating demand for products, and rising cost of acquisition of productive resources". Similarly, Gavrea, Ilies and Stegerean (2011) claim that ceaseless improvement in performance is the overall objective of businesses because it is through improvement in performance that the organization can grow, achieve profitability and expand their business frontiers. Social media is a key factor in the success of 21st century business organizations, as noted by Culnan, McHugh and Zubillaga (2010), social media has the prospect of enhancing the value of business organizations by supporting the formation of computer-based customer circles that can encourage product branding, greater sales, better customer experience, and lead to new products development. According to Lam, Yeung and Cheng (2016), organizations' social media usage might speed up information dissemination and knowledge acquisition and distribution within and outside the organizations, it also enhances the relationship with customers, suppliers, and improves other external collaborations. Several studies have been carried out on the relationship between social media usage and firm performance (e.g., Dhar & Chang, 2009; Culnan, McHugh & Zubillaga, 2010; Kumar, Aksoy, Donkers, Venkatesan, Wiesel, & Tillmanns, 2010; Parveen, Jaafar, & Ainin, 2015; Baumöl, Hollebeek & Jung, 2016). Precisely, Dhar and Chang (2009) studied how the