دور الفيس بوك في تدعيم الحوار بين المنظمة و الجمهور : دراسة في إطار نظرية الاتصال الحواري

Abstract EN

The public relations field has witnessed, in the last two decades, a transformation from interest in the management of organizations communication to the focus on building and managing organizations relationships with their publics as a basic unit in the analysis of public relations practices in organizations.

In addition, the dialogue is the optimal model of ethical public relations practices and successful relationships between organizations and their publics.

In the light of that, the current study is aimed at monitoring and evaluating the use of Facebook by the organizations operating in Yemen, in strengthening the dialogue with their Public.

In order to achieve the aim of the study, 50 organizations have been selected by using the method of the intentional sample, and the content of the Facebook Pages have been analyzed and evaluated from the perspective of the theory of the dialogic communication.

The study has arrived at several results, among which are the most published contents on the pages of the Facebook have focused on targeting the agents and the members of the local community, while contents targeting investors, distributors and suppliers were few.

On the other hand, the products and the services of the organizations have come on top of the list of these contents.

Regarding the Dialogic capabilities of organizations through their pages on Facebook, the results show that the indications of the dialogic communication have appeared in medium degrees except the indicator of The generation of return visits which has appeared in a low degree through the organizations’ pages of the Facebook.

There are statistical differences between the profit and non-profit organizations in the emergence of two indicators : the ease of interface and the dialogic loop; the differences resulted in the benefit of the profit organizations.