Using Social Media Effectively in Relation Building: The Case of Ethiopian Federal Government Institutions'
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Date
2018-06
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Addis Ababa University
Abstract
The principal purpose of this study is to investigate whether public relations practitioners in
federal government institutions are using social medi a or not. Mixed methods approach was used
by employing questionnaires and in -depth interviews as data coll ection techn iques. The study
revealed th at public re lations practitioners in federal government institlltions lackcd, ski lls and
knowledge, social media goals, defined target audience, social media content strategy, and ta ctics
to track the achievement of social media goals. The study also indicated that the problem that
was hindering them from using social media effectively was not only lack of knowledge and
skills but also bureaucratic and manageri al issues that required commitment nom the top
management of their respective in stitutions
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Keywords
Social Media Effectively, Ethiopian Federal Government Institutions