This study examines social media use in the public relations practice of NASCO Group and Southern Fried Chicken Company in Jos, Nigeria. It uses Excellence Theory and Relationship Management Theory and a mixed-methods design comprising 268 valid questionnaire responses and six semi-structured interviews. Facebook was the most frequently identified platform (32.8%), followed by Instagram (26.1%) and X (18.7%). Interaction occurred most commonly two to three times weekly (32.8%), while product or service updates and customer-engagement posts each accounted for 30.6% of content responses. A combined 56.7% rated social media as effective or very effective. Major constraints were difficulty creating engaging content (23.9%), limited digital skills (21.6%), high data costs or poor connectivity (19.4%), and low stakeholder engagement (19.4%). The findings show that social media supports visibility, interaction and reputation-related communication, but promotional communication receives greater attention than corporate social responsibility and sustained relationship-building.