Influence of Social Media Usage and Work Performance on Organizational Performance: The Case of A Broadband Company in Oman

The objective of this study is to investigate the impact of social media usage on organizational performance in a Broadband Company in Oman. It also examines the influence of social media usage on employee work performance. The study utilized a quantitative research method. A sample of 108 employees was taken with purposive sampling, and analysis was carried out through the SPSS. Major findings showed that social media usage significantly influenced work performance. Moreover, applying the three models in determining the significant influence of social media usage and work performance on organizational performance: rapid adaptation, time to market, and cost reduction; findings revealed that social media usage and work performance significantly and positivelyimpacts rapid adaptation, time to market, and cost reduction. Based on these outcomes, it is recommended that the use of social media can be integrated into the annual evaluation of employees as part of its criteria to ensure that social media has been utilized and improve the employee performance in terms of quantity and quality of the job.