Using social networks in reputation management A study on the governmental organizations in United Arab Emirates - Dr. Ahmed Farouk RADWAN

Using social networks in reputation management

Dr. Ahmed Farouk RADWAN

Using social networks in reputation management

A study on the governmental organizations in United Arab Emirates

Dr. Ahmed Farouk Radwan

Assistant Professor, college of communication

Sharjah University , UAE

• This study aims at exploring how governmental organizations

in the United Arab Emirates (UAE) use their facebook accounts

as a social network to communicate with the audience, as well as

identifying the strategies used on Facebook to build good

reputation for these organizations.

• UAE is one of the pioneering countries in the middle east in e-government

applications and services. It also has an initiative to transform its services to

smart government to achieve a virtual government through the provision of

high-quality customer focused eServices for individuals, businesses and

government departments.

• It has made a remarkable worldwide achievement in the field of e-

government according to the UN e-government Survey 2012, which focuses

on the role of e-government in sustainable development.

• The United Arab Emirates has developed a federal e-

government strategic framework for 2012-2014 that charts out

the initiatives and courses of action the government intends to

take over a period of three years.

UAE Vision 2021: which drives the UAE to be one of the best

countries in the world.

http://www.vision2021.ae

UAE Government Strategy 2011-2013: that aims at putting

citizens first and developing an accountable and innovative

government. (UAE government strategy 2012-2014).

http://www.moca.gov.ae

The UAE is ranked first among Arab countries with 45% of its population owning Facebook accounts, in addition to being among the top 10 countries in the world in terms of Facebook penetration.

http://www.uaeinteract.com

UAE governmental organizations develop their social networking participation by guiding the "Guidelines for Social Media Usage" which provides the government entities with policy guidelines on how to use social media tools in responsible, safe and effective manners to communicate with their clients and public and engage them in designing/delivering government programs and services.

http://www.fahr.gov.ae/Portal/Userfiles/Assets/Documents/884dd373.pdf

• The problem of the study:

The problem of the study is how governmental organizations

in UAE use facebook accounts to interact with the audience

and what strategies are used to build relationships with

them.

• The study Objectives:

Exploring how governmental organizations in the UAE use

their accounts on facebook to communicate and to interact

with citizens.

Analyzing the content and exploring the medium used to

communicate with the users.

Identifying the role of social media in building government

reputation.

• The study sample:

The sample was selected from the list of the UAE government website ( http://www.government.ae ), which includes links to Facebook accounts and other sites of many UAE governmental organizations.

The researcher has chosen 40 organizations of the following four categories:

• Ministries.

• Federal authorities,

• Councils.

• Public services authorities.

• Municipalities.

• Methodology :

The study uses qualitative approach in monitoring

and analyzing content of the Fcebook accounts.

The researcher has analyzed the following

categories:

o Communication strategies.

o The goals of the messages.

o Types of interactions.

o Types of images and videos

Results

Information strategy Dialogue strategy

Persuasion strategy Integration strategy

Communication strategies

Communication strategies

the following strategies can be identified:

• Information strategy :

This strategy aims at providing information about the organization and disseminates news about its events and activities.

• Dialogue strategy:

The purpose of this strategy is to interact with the users in order to identify their opinions and attitudes , and provide an opportunity for them to comment on the news and information that is posted on the page.

• Awareness and persuasion strategy:

This strategy aims to support awareness campaigns carried out by organizations and government bodies, and convince them to adopt certain behaviors or ideas in the fields of health, environment, security and others.

• Integration strategy:

• This strategy aims to integrate with the organization's other media through:

o Posting links for the organization's official website and other accounts on social networking sites.

o Posting links for news websites that had published reports about the organization.

Building good image and reputation for the organization

Presenting the organization and its services and activities.

Presenting the organization top management

Engaging the users in an interactive dialogue with the organization

Message

Message

The message objectives: Building good image and reputation for the

organization.

Presenting the organization and its services and activities.

Presenting the organization top management.

Engaging the users in an interactive dialogue with the organization.

Message tools: Texts:

Texts include:

o News about the organization.

o Guidelines or instructions .

o Social activities.

o Greetings to the public on religious and national occasions.

o Customer serves phone numbers and emails.

o Agenda of activities and events.

News

Customer Services

Instructions

• Photos:

• Photos of top management leaders.

• Photos of special events such as exhibitions opening or social activities or seminars.

• Pictures of organization slogans or communication campaigns.

• Greeting Cards of special religious or national occasions.

• Pictures of organization's logo.

• Videos:

• Documentaries about the organization.

• Meetings, conferences and lectures.

• Television interviews with organization

officials.

• Television advertisements.

Interaction

• There are many forms of interactions which classified as follows:

• Writing comments supporting what is published on the account.

• Writing suggestions about different governmental services provided by the organization.

• Asking questions and inquiries about the provided services.

• Sharing moments of national and religious occasions or greeting the organization on its special occasions.

• Writing comment on posts and issues raised by the organization on its web page about matters particularly related to its services.

12.9

26.5

11.13.5

15

13.7

2.2 4.6

7.4

6.5top management

news

instructions

congratulations

photos

links

polls

discussions

vedio

advertisments

Types of contents

news

persons

cards

logos 60%17%

23%

EVENTS

STATMENTS

CAMPAIGNS

Types of photos Types of videos

42%

32%

26%

links to website

tinks to news

links to youtube

Types of links

Conclusion: • Through qualitative analysis, the study found explicit interest

of the governmental organizations in UAE to use their Facebook accounts to interact with the public and provide information about services ,activities and initiatives.

• The study found that governmental organizations in the UAE use social accounts as an integrated media for their campaigns and activities that they carry out.

• The study discovered that UAE governmental organizations use their Facebook accounts to build good reputation by building relationships, updating news feed ,responding to comments , posting positive information , social engagement ,uploading recent photos and videos for their projects.

A Model For Smart Public Relations

A model for smart public relations could be presented depending on the type of media used by the organization to communicate with the audience. public relations could be described for three types:

• Traditional Public Relations: Relies on traditional tools of communication in Public Relations, using

print media like magazines, newsletters, reports and brochures, as well as direct contacts with individuals or groups. When using traditional means, it is non-interactive one way communication.

• Electronic Public Relations: Relies on the use of the website of the organization in dissemination of

news and information through texts, hyperlinks and multimedia such as video and graphics. When using electronic tools, it is interactive tow ways of communication.

• Smart Public Relations: Relies on web 2 applications, such as tools of social media sites. Also

depends on applications compatible with tablet computers and smart phones. The audience can interact with Public Relations as well as with other users and form a virtual community of the organization. this applies the concept of dialogue in public relations.

THANK YOU

Ahmed Farouk Radwan

[email protected]

@gmail.com1ahmedfr

Ahmedfr.blpgspot.com

Twitter #ahmedfradwan

Instagram ahmedfradwan

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