Digital Invitation to “Goodness”; A Review on the Social Media Accounts of the International Red Cross and Red Crescent Movement

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In today's world, the existence of both individuals and institutions in social media based on two-way communication has turned into a necessity, not a choice. Social media has the ability to keep the communication between the "source" and the "recipient" constantly fresh, with opportunities such as sending messages independent of time and place by selecting the relevant target audience, disseminating information, receiving quick feedback, and measuring. For Non-Governmental Organizations that need donations and volunteer-based support and aim to create a social benefit, the opportunities offered by social media offer important opportunities to overcome the barriers to community interest. The aim of this research is to determine how the social media accounts of the Red Crescent and Red Cross movements are shaped in the context of strategic communication and to reveal the similarities and differences in the components of establishing relationships.