استراتيجية استخدام الشبكات الاجتماعية و إدارة المشكلات لشركة الاتصالات السعودية : دراسة حالة

الملخص EN

This study aims to identify the actual situation of the social networks use in STC company to determine its social networks strategy, and to identify the necessary elements to form an effective social networks strategy and content management, which is an important requirement that enables enterprises and companies in the business sector to achieve their goles.

The study focused on what the social networks have been done to the business sector, in addition on the analysis methods and tools that companies can use to make decisions and solve problems.This research was based on case study and content analysis methodologies, the most appropriate approaches to the study topic.

Twitter content was analysed as a social media platform that used by the company.

The data were collected are about the number of tweets, likes, and re-tweets.

In addition, by analyzing the tweets that referred to the company in its content which called " mentions " that reflect the opinion of customers or competitors.

The analysis tool was used for extracting data from Twitter is a technical tool written by Python programming language.

The other tool was used to collect data is a personal telephone interview with public relation department manager who responsible for managing company’ social networks accounts.One of the most important findings of the study is there is an existence written strategy that defines how to deal with negative comments and crisis can face the company's brand reputation.

In addition, the company defined its marketing strategy via social network as well as determined its interest in the analysis and measurement of social networks data.

In order to propose more effective strategy to manage the company’s’ social networks content, the study provided some recommendations.