Media firms’ preparedness and coping strategies in the emergence of social media: a case of Tanzania

Abstract

ABSTRACT Unlike the situation in the past, media firms have found themselves in the midst of challenge to withstand pressure resulting from social media’s entry in the journalism business. This study assessed the Tanzania’s media firms’ preparedness and coping strategies in the emergence of social media. A five-point Likert scale questionnaire was answered by 106 respondents from selected media firms in Dar es Salaam, namely: Independent Television (ITV), Tanzania Broadcasting Corporation (TBC), TBC Fm, Clouds Fm, Mwananchi Newspaper, Tanzania Standard Newspaper, and Uhuru newspaper. A descriptive and multiple regression analysis was used. Findings indicate convergence and partnering of traditional media with social media positively and significantly influencing media firms’ competitiveness in the era of social media in Tanzania. The majority of respondents practiced some form of convergence and partnering for lowering operational costs, more profit generation, and differentiation of what they offer. The study concluded that social media is a necessary complement to media firms that may enhance their competitiveness. Appropriate policies and regulations need to be in place to ensure successive incorporation for good journalism and informed societies.