توظيف وسائل التواصل الاجتماعي في إدارة الاتصالات المؤسسية الرقمية : دراسة تحليلية في المستوى الثاني

Abstract EN

This research aims at analyzing and evaluating studies concerned with using social media to manage digital organizational communication.

Current research tracked recent studies published from 2014 to 2019 to give an indepth view of the most important topics of these studies, their theoretical backgrounds, methods, findings and recommendations.

This research used qualitative meta-analysis depending on a systematic review to give an accurate critical investigation of the organizational communication and social media studies in both professional and academic fields.

Results showed that managing organization – public relationships through social media changed the organizations’ conception of the public, which is seen as more active and as an equal partner.

Also, managing organization – public relationships through social media proved to support the effectiveness and efficacy of public relations and empowered digital organizational communication practitioners.

Social media influencers became one of the factors determining the organization ability to use its digital platforms effectively.

In this regard, organizations need to develop comprehensive strategic vision in order to make use of social media in fulfilling their stakeholders’ expectations and achieving the organization’s objectives.

Relationship Management Approach and Dialogue Theory were the most common theoretical frameworks used in social media and organizational communication research.

Most of this research utilized surveys and questionnaires as the method and data collection tools.

These researches depended on evaluative, functional, technological and organizational orientation to examine how different organizations are using social media to manage digital communication with the public.

The current research provides a multi-dimensional future vision on the studies of organizational communication and social media, which include topics, theoretical approaches, methodological design, and the scope of the geographical and organizational application