The objectives of this research were to: 1) study the problems of local mass media in the northeast Thailand, 2) study the use of and adaptation to online social media by private local mass media companies and government agencies, 3) study the general use of online social media by the residents, and 4) study the model for local mass media to adapt to social media. This research used the mixed method approach. The qualitative portion interviewed 10 mass media executives in northeast Thailand. The sample for the quantitative portion was a sample of 800 residents, the data of which were analyzed by survey research. The analytical statistics used were: frequency value, percentage value, T- test and analysis of variance.
