This study examined the impact of social media on modern journalism practices at NBS Group of Media Companies in Jinja, Uganda. The proliferation of social media platforms had fundamentally altered the news production, distribution, and consumption landscape globally, and Uganda's media industry had not been immune to these transformations. The study adopted a descriptive case study research design and collected data from 120 respondents comprising journalists, editors, digital content producers, and senior management personnel at NBS Jinja. Data were collected using structured questionnaires, in-depth interviews, and direct observation. Pearson correlation analysis and multiple linear regression were employed to assess the relationships between social media adoption dimensions and journalism practice indicators. The findings revealed that social media use was significantly and positively correlated with content diversity (r = 0.731, p < 0.01), audience engagement (r = 0.688, p < 0.01), speed of reporting (r = 0.612, p < 0.01), and journalistic credibility (r = 0.574, p < 0.01). Regression analysis indicated that platform integration (β = 0.368, p < 0.001), citizen journalism facilitation (β = 0.312, p < 0.001), and real-time reporting (β = 0.259, p < 0.001) were the strongest predictors of changes in journalism practice. The study also documented challenges including the spread of misinformation, erosion of editorial standards, inadequate digital skills among some journalists, and tensions between the speed of social media reporting and the accuracy requirements of professional journalism. The study recommended investment in digital journalism training, development of robust social media editorial policies, and enhanced fact-checking mechanisms.