ROLE OF SOCIAL MEDIA ON COMMUNITY MOBILIZATION

Authors

  • Alexander Njeru role, social media, community mobilization

DOI:

https://doi.org/10.47941/jpr.655

Keywords:

role, social media, community mobilization

Abstract

Purpose: Globally, effective political engagement requires candid communication between the government and its citizens. More so, citizens have the right to express how they need to be governed. On government's part, the need to develop trust among the public should be paramount. Government should always inform citizens what it is continually doing. Furthermore, public domains ought to reflect integrity and transparency. Such is achievable through communication on many of its activities. In the recent past, government utilized traditional media to convey information to the public. Popular avenues used included television, newspapers and radio. The general objective of the study was to establish the role of social media on community mobilization

Methodology: The paper used a desk study review methodology where relevant empirical literature was reviewed to identify main themes and to extract knowledge gaps.

Findings: The study found out that the adoption of social media as a means of communication between the government official's community members has an enormous impact on community mobilization for security matters and other issues. Social media platforms have enabled quick sharing of information on Barraza. The social media platforms enable this community mobilization in a cost-efficient manner Although social media use offers enormous value in public relations, there is little evidence that social networking sites are used to inform and involve governmental public opinion agencies such as the public sector.

Recommendations: The study recommends that public administrators to embrace social media platforms such as Facebook, Twitter and WhatsApp due to their responsiveness and lower costs in interacting with the public administrators and amongst themselves. The respective government agencies should create awareness among the public on the importance of using digital platforms to pass or receive information on security issues

Downloads

Download data is not yet available.

References

Carter, W. V. (2018). Media marketing strategies university leaders use to increase alumni financial support (Doctoral dissertation, Walden University).

Dhanesh, G. S., & Duthler, G. P. (2019). Public relations in the Middle East: an editorial introduction.

Feng, S., & Ots, M. (2018). Seeing Native Advertising Production via the Business Model Lens: The Case of Forbes's BrandVoice Unit. Journal of Interactive Advertising, 18(2), 148-161.

Lahav, T., & Zimand-Sheiner, D. (2016). Public relations and the practice of paid content: Practical, theoretical propositions and ethical implications. Public Relations Review, 42(3), 395-401.

Raza, A., & Jalees, T. (2016). Measuring the effect of product placement strategy on attitudinal aspects. Pakistan Business Review, 18(3), 774-789.

Raza, A., & Jalees, T. (2016). Measuring the effect of product placement strategy on attitudinal aspects. Pakistan Business Review, 18(3), 774-789.

Roth-Cohen, O., & Lahav, T. (2019). Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups. Journal of Vacation Marketing, 25(3), 349-362.

Sheiner, D. Z., & Earon, A. (2019). Disruptions of account planning in the digital age. Marketing Intelligence & Planning.

Downloads

Published

2021-08-16

How to Cite

Njeru, A. . (2021). ROLE OF SOCIAL MEDIA ON COMMUNITY MOBILIZATION. Journal of Public Relations, 1(1), 40 – 52. https://doi.org/10.47941/jpr.655

Issue

Section

Articles