Abstract
Social media can be a useful tool in public relations in non-governmental organisations (NGOs), but do NGOs make use of social media in their quest for service delivery in South Africa? Social networking sites, blogging, email, instant messaging, and online journals are some of the technological changes that changed the way interaction between people and how they gather information. Although social media is mainly used for interactive dialogue and social interaction, the private sector soon realised that the web-based technologies (especially Facebook and Twitter) could also be a competitive business tool. Non-governmental organisations (NGOs) soon followed suit however at a slower pace than the general communication growth rate of social media in South Africa. This article examines if social networking sites have any impact on public relations practices of NGOs in South Africa – an environment where both customers and employees still struggle to take full advantage of social media. The critical literature findings increase the understanding of the current and future challenges of social media use in public relations at NGOs in South Africa. The study explores the main differences between traditional and social media, how social media is redefining public relations role, and shed some light on defining public relations practices, identify the uses, limitations and benefits of social media by public relations practitioners in NGOs. Recommendations for future communication research are given. Based on the literature, a qualitative research design collected data using semi-structured, individual interviews. The results revealed that social media platforms such as Facebook do have an effect, and even changed the way in which NGOs communicate. The study also revealed that social media certainly has an impact on public relations relationships. This means that it has become crucial that public relations practitioners at NOGs embrace and take advantage of social media, and that they should also invest in proper electronic platforms to reap the benefits of improved communication internally and externally.
Highlights
In South Africa, various studies highlighted social media as a communication tool used by public relations, given that it is used appropriately and efficiently to address the challenges non-governmental organisations (NGOs) face
The results create a fertile landscape for public relations practitioners in NGOs by providing holistic, logical and comprehensive structured central themes of social media attributes in public relations
This study has concluded some shortcomings of social media use in public relations efforts of NGOs; the followings recommendations are made: Research should be conducted as there is a need to determine the relative effectiveness of the different types of social media platforms as networking sites for public relations communication
Summary
In South Africa, various studies highlighted social media as a communication tool used by public relations, given that it is used appropriately and efficiently to address the challenges non-governmental organisations (NGOs) face. The interpersonal mass media divide gains momentum from new media platforms that help to bridge and attract scholars who focus on examining the uses and effects of social media on various levels (Stoycheff et al, 2017). Governments around the world strategically use social media in multiple initiatives to co-produce public services, and they incorporate external stakeholders (such as non-governmental organisations and citizens) in this service delivery exercises. Many social media characteristics have been identified. The common denominator between the characteristics is that social media is increasingly used to organising and manage tool collaboration between non-government organisations. New technologies evolved quickly as the concept of networked technologies gained value and more individuals and companies started to apply these technologies
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