ABSTRACT

The research tried to figure out the effectiveness of governmental social media communication strategies during the COVID-19 pandemic. The methodology relied on a case study approach, focusing on Egypt. A special software, made available by the Facebook administration to academics, “CrowdTangle,” was used to analyze the contents of the official Facebook pages for four Government of Egypt authorities, using an assessment matrix, with seven different dimensions for communication effectiveness. The study findings showed that the government of Egypt did well in informing the public, but that transparency was lacking and that more effort must be exerted to encourage appropriate behavior by citizens.

摘要

该研究试图弄清楚在 COVID-19 大流行期间政府社交媒体传播策略的有效性。该方法依赖于案例研究方法，重点是埃及。Facebook 管理部门向学术界提供的一种特殊软件“CrowdTangle”用于分析四个埃及政府当局的官方 Facebook 页面的内容，使用评估矩阵，具有七个不同的沟通有效性维度。研究结果表明，埃及政府在告知公众方面做得很好，但缺乏透明度，必须付出更多努力来鼓励公民的适当行为。