The study aimed to examine how AMC journalists use social media to monitor trends and generate story ideas. Qualitative research methods were employed. The data were collected through in-depth interviews, content analysis, and observation. Ten- senior journalists, senior editors and executives were purposely selected for interview data collection. Agenda setting and Gate-keeping are the theoretical frameworks for this study. Thematic analysis was implemented to summarize the major themes of the findings. The findings indicated that social media significantly influences the agenda-setting process by increasing the visibility of certain topics. However, this influence does not replace traditional media functions but rather complements them. Furthermore, the study affirmed that gate keeping remains a fundamental aspect of journalism practice at Amhara Media Corporation. This study suggests that training on fact- checking and digital verification for journalists, and revision of social media guidelines to address AI-generated content, is important to improve the performance quality of journalists and media.