Social media in Ghana's legacy media industry: Collecting "likes" or building a new revenue source?

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Today, Ghana has over fourteen percent of its population using the internet. Social Media is one of the main platforms that these users interact with online. This has presented an opportunity for companies to gain business benefits by reaching their clients online. For others, it has provided a means to reach new audience. Social media has greatly affected the legacy media industry, especially regarding content delivery and creation. This has caused legacy media companies to look into the feedback and interactions of audience on the social media sites of their brands, in order to gain insights to improve their core business. This thesis presents a study into how legacy media brands in Ghana are harnessing social data from social media and how these actions can be improved to achieve performance goals.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Management Information Systems, April 2014
Ghana, Ashesi University College, social media, legacy media, revenue, industry