الفهرس | يوجد فقط 14 صفحة متاحة للعرض العام |
المستخلص This study is entitled; ”The public relations practioners’ use of social media websites in the multinational companies working in Egypt and their effects on their professional performance: Survey study”. As the social media websites are considered one of the most important means of modern communication used by the various organizations to reach the targeted clients and to acknowledge their trends to have a better communication with them, so these organizations are well acknowledgeable that the social media websites don’t aim at delivering certain information or messages about their products as they used to do in the past, but to create certain mechanisms that are able to deal with the various organizations and publics that is because the public now has an efficient effect and direct voice that addresses the target institution and to express its opinions in its marketing, social and media activities more frankly and without a moderator in such away that strengthen its relationship with the company and to increase his acceptance and promotion for its products. In this context, we can highlight the importance of the current study as to acknowledge the reality of the public relations practitioners’ use of the social media websites in the multi-national companies and to identify the motive beyond this usage of social media websites and the advantages that are returned to the companies from these social media website as well as to determine the obstacles of it’s use and the effect of the social media websites on the professional performance for the public relations practitioners inside the companies. This study also seeks to present a detailed description for the most used social media websites in the companies under study either in form or content. So, this study relied on the theory of multimedia opulence and theory of conversational communication. So, this study used the survey approach in it’s two divisions, the analytical approach and the description approach. This study also relied on the instrument of the content analysis through analyzing three famous - 371 - social media websites (Facebook, Twitter and Youtube) for a deliberate sample of five multi-national companies working in Egypt, and also a questionnaire instrument for a deliberate ”purposive” sample that comprises (200) correspondents of the practitioners of public relations in the multinational companies working in Egypt. And this field study concluded that the most used social media websites by the public relations practitioners are; Facebook, Twitter then Youtube. And the reasons for their use of these websites are the easy modernization of data continuously and the promotion of the products and services of the company and also getting acknowledgeable to what people and multi-media say about the company. The conclusions also showed that the most important advantages that the company may acquire from the study sample use of the social media websites are creating a positive mental picture of the company and the quick organized responses towards the criticisms and creating some kind of relation between the customer and services and products of the company. And this analytical study concluded that there is a difference among the companies (the sample of the study) as for their use of the multimedia and interactive instruments existing in the social media websites and to classify these companies in their use of these website as good use and bad use. Also, there is a difference in the levels of interest towards these social media websites because some companies prefer Twitter or Youtube. This study also recommended that it is necessary for these companies to put forth an efficient strategy for the social media websites so that they can establish a clear vision for the mechanisms used to employ these websites to achieve a broad interaction with the purposes to improve the whole performance and to work in accordance with the real needs of the public. |