Social media offers an innovative communication method for effective engagement between organisations and stakeholders in an evolving, fast-paced digital age. It has gained popularity among large and small organisations in most industries. Social media can be viewed as a significant instrument for stakeholder engagement efforts since it facilitates and accelerates communication through real-time interaction and conversation. This chapter is based on the findings of a study that analysed employees’ perception on the influence of social media on organisational communication in the South African communication sector. A regulatory body in the communication and public relations sectors in South Africa was selected as the case study. An interpretative, qualitative research approach was used to analyse and understand the role of social media in organisational communication. The study analysed Facebook and X platforms used by the regulatory body and employees’ perceptions on social media as a communication tool. The study used thematic content analysis to identify and analyse trends in the qualitative data gathered through social media observations and a focus group discussion. The findings indicated that although employees perceived social media as an effective tool for communication, poor levels of engagement on social media platforms were identified. The study calls for training of employees, establishing robust online discussion forums, regular monitoring and evaluation of social media, and implementation of a social media policy. In analysing the challenges and opportunities of social media, this research contributes to ensuring that organisations make more informed strategic decisions and remain relevant in the digital age.