Dinku, Getachew (PhD)Asale, Asrat2021-03-312023-11-082021-03-312023-11-082018-06http://etd.aau.edu.et/handle/123456789/25830The 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 stitutionsenSocial Media EffectivelyEthiopian Federal Government InstitutionsThesis