This study examined the application of social media tools in customer relations practices among selected banks – First Bank Plc and Polaris Bank Limited, Uyo, Nigeria. Specifically, the study investigated the social platforms used by these banks and the nature of customer relations activities conducted through such platforms. A survey research design was adopted, with 394 respondents selected from a population of 104, 138. Data were collected using a structured questionnaire and analysed using descriptive and inferential statistics. The study found that both banks actively utilized social media platforms for customer relations, fostering interaction and engagement with their publics. Although respondents perceived these interactions as mutually beneficial, statistical analysis indicated no significant relationship between the social media platforms used and the effectiveness of customer relations outcomes.  Finding further revealed that social media tools are employed for customer care, complaint handling, customer relationship management, and corporate communication. The study concludes that social media serve as important facilitators of communication and engagement in banking customer relations. It recommends among others, that banks intensify and strategically optimize their use of social media in response to evolving digital communication landscape driven by globalisation and technological advancement.

Keywords: social media, customer relations, banking sector, customer engagement, digital communication.