The Effectiveness of the Public Relations of the Sunni Endowment Diwan through Social Networking Sites: An Analytical Study of the official Facebook page of the Diwan

Abstract

The Internet has added another dimension to public relations in institutions and organisations, as it provided tools and communication channels, especially social networking sites, which provided information and data on public relations for the institution through these websites. In addition to its communication with its audience, and the audience's interaction with it, so our research tagged (the effectiveness of public relations of the Sunni Endowment Diwan through social networking sites): An analytical study of the official Facebook page of the Diwan that addresses the knowledge and monitoring of the contents of the official Facebook page that public relations adopt in providing information, data, and activities of the Sunni Endowment Diwan, and their effectiveness. The research problem was represented by the main question: How effective is the public relations of the Sunni Endowment Office through the official Facebook page? This research was classified as a descriptive research, and the two researchers adopted the survey method in order to achieve the objectives of the research and answer its questions, and they used the tool: content analysis as a research tool, and they analyzed the contents of the official page of the Sunni Endowment Diwan on the Facebook site, which the Diwan uses to communicate with its audience. The content of the publications for the period from 1/1/2023 to 1/31/2023, And one of the most results conclusions is that the Sunni Endowment Diwan page on Facebook is more interested in publishing the news of the head, agents and managers Diwan than it is in publishing news and information of interest to the institution's audience. And that the audience of the institution interacts with publications that concern its interests and personal needs, so the publications of interest to the public got the highest likes, comments, shares, and videos.