Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt
This study investigates to understand how the United Nations development organizations in Egypt can manage social media as a communication tool to achieve their development objectives. A case study of the United Nations Children’s Fund (UNICEF), Egypt, is introduced. Using the Excellence Theory in P...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Published: |
AUC Knowledge Fountain
2014
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613420876988416 |
|---|---|
| access_status_str | Open Access |
| author | Hamad, Inas Taha Abbas |
| author_browse | Hamad, Inas Taha Abbas |
| author_facet | Hamad, Inas Taha Abbas |
| author_sort | Hamad, Inas Taha Abbas |
| collection | Thesis |
| description | This study investigates to understand how the United Nations development organizations in Egypt can manage social media as a communication tool to achieve their development objectives. A case study of the United Nations Children’s Fund (UNICEF), Egypt, is introduced. Using the Excellence Theory in Public Relations developed by Grunig (2002), this study examines how social media can contribute to the strategic management of the organization, rather than being a messaging, publicity, and media relations function. Through a content analysis of a number of social media pages of the UN organizations in Egypt, and in-depth interviews with four senior communication officers in four UN organizations operating in Egypt, the research shows that most UN organizations in Egypt still struggle with using social media for development purposes. UNICEF Egypt proved to be an “excellent” model for other development organizations to follow by putting clear strategies, planning their social media platforms in the light of the development objectives of the organization, and maintaining a balanced two-way communication mode with stakeholders and target audience. The strategic management of UNICEF Egypt’s social media platform has contributed to the achievement of the organizational objectives, and enhanced its role as a development organization at both local and international levels. |
| format | Thesis |
| id | oai:fount.aucegypt.edu:etds-2833 |
| institution | American University in Cairo (Egypt) |
| last_indexed | 2026-06-10T12:35:51.500Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from AUC Knowledge Fountain — bepress |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | AUC Knowledge Fountain |
| publisherStr | AUC Knowledge Fountain |
| record_format | dspace |
| source_str | AUC Knowledge Fountain — bepress |
| spelling | oai:fount.aucegypt.edu:etds-2833 The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt Hamad, Inas Taha Abbas This study investigates to understand how the United Nations development organizations in Egypt can manage social media as a communication tool to achieve their development objectives. A case study of the United Nations Children’s Fund (UNICEF), Egypt, is introduced. Using the Excellence Theory in Public Relations developed by Grunig (2002), this study examines how social media can contribute to the strategic management of the organization, rather than being a messaging, publicity, and media relations function. Through a content analysis of a number of social media pages of the UN organizations in Egypt, and in-depth interviews with four senior communication officers in four UN organizations operating in Egypt, the research shows that most UN organizations in Egypt still struggle with using social media for development purposes. UNICEF Egypt proved to be an “excellent” model for other development organizations to follow by putting clear strategies, planning their social media platforms in the light of the development objectives of the organization, and maintaining a balanced two-way communication mode with stakeholders and target audience. The strategic management of UNICEF Egypt’s social media platform has contributed to the achievement of the organizational objectives, and enhanced its role as a development organization at both local and international levels. 2014-10-01T07:00:00Z thesis application/pdf https://fount.aucegypt.edu/etds/1801 https://fount.aucegypt.edu/context/etds/article/2833/viewcontent/auto_convert.pdf Theses and Dissertations AUC Knowledge Fountain Social media communication development organizations strategic management Communication Technology and New Media Other Public Affairs, Public Policy and Public Administration |
| spellingShingle | Social media communication development organizations strategic management Communication Technology and New Media Other Public Affairs, Public Policy and Public Administration Hamad, Inas Taha Abbas The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt |
| title | The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt |
| title_full | The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt |
| title_fullStr | The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt |
| title_full_unstemmed | The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt |
| title_short | The use of social media as a communication tool by international development organizations: a case study of the United Nations Children’s Fund (UNICEF) in Egypt |
| title_sort | use of social media as a communication tool by international development organizations a case study of the united nations children s fund unicef in egypt |
| topic | Social media communication development organizations strategic management Communication Technology and New Media Other Public Affairs, Public Policy and Public Administration |
| url | https://fount.aucegypt.edu/etds/1801 https://fount.aucegypt.edu/context/etds/article/2833/viewcontent/auto_convert.pdf |
| work_keys_str_mv | AT hamadinastahaabbas theuseofsocialmediaasacommunicationtoolbyinternationaldevelopmentorganizationsacasestudyoftheunitednationschildrensfundunicefinegypt AT hamadinastahaabbas useofsocialmediaasacommunicationtoolbyinternationaldevelopmentorganizationsacasestudyoftheunitednationschildrensfundunicefinegypt |