Perceptions of the UAE's Government Communicators Regarding Social Media Roles

Social Media And Government Communication

As social media grows in importance, government communication is heading towards adapting social media as a critical tool in communication strategy (Lovejoy & Saxton, 2012). Some studies identify social media as a source of information (Camacho & Kumar, 2012), a part of the marketing package (Daft, et. al. 1987), a tool for spreading the culture of transparency (Al-Dalou’ & Abu-Shanab, 2013), a catalyst for encouraging more participation (Dareen & Abu-Shanab, 2015), and a collaborative tool (Lee & Kwak, 2012). However, studies also showed that social media use does not guarantee successful and effective communication (Storck, 2011).

Research on government communication in social media is generally limited at best. Most studies have focused on specific areas and referred to social media communication only peripherally. Brainard and McNutt (2010) suggested that communication between the government and citizens has shifted to new channels, but has retained its traditional form without exploiting the advantages of these new channels. Hofmann, et. al. (2013) concluded that governments do not make comprehensive use of the potential of social media and push strategies that are predominant.