This dissertation investigates the intricate interplay of social media within the realm of journalism, focusing on the practices, perceptions, and impacts on audience engagement at BBS TV. The study employs a comprehensive survey approach, capturing the insights of 110 respondents within the media organization. The demographic characteristics of the participants lay the groundwork for understanding the diverse perspectives contributing to the study. The findings reveal a distinctive landscape of social media usage among journalists at BBS TV. Notably, platforms such as Facebook, Twitter, Instagram, YouTube, and TikTok are frequently utilized for news updates. This diversified engagement underscores the multifaceted nature of journalists' interactions with various social media channels. Perceived benefits associated with social media in journalism are prominently acknowledged by the respondents. Faster news dissemination, enhanced real-time reporting, increased audience reach, and diverse storytelling formats emerge as notable advantages. This positive perception emphasizes the pivotal role of social media in improving the efficiency and reach of journalistic practices. Conversely, challenges associated with social media usage in journalism are recognized, with concerns about the spread of misinformation, ethical dilemmas, and the difficulty in verifying user-generated content. Journalists at BBS TV demonstrate a nuanced understanding of the complexities and potential pitfalls inherent in the use of social media platforms. The impact of social media on audience engagement emerges as a key theme in the study. Journalists perceive a significant increase in audience interaction, broader reach, more personalized content, and heightened engagement with multimedia content. These findings underscore the transformative effect of social media on traditional audience engagement models. The study contributes to the evolving discourse on the integration of social media in journalism, recognizing its potential benefits while addressing the challenges and ethical considerations inherent in this dynamic relationship.