الفهرس 
الاطار المنهجى للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This study is entitled; ”The public relations practioners’ use of
social media websites in the multinational companies working in Egypt
and their effects on their professional performance: Survey study”.
As the social media websites are considered one of the most
important means of modern communication used by the various
organizations to reach the targeted clients and to acknowledge their trends
to have a better communication with them, so these organizations are well
acknowledgeable that the social media websites don’t aim at delivering
certain information or messages about their products as they used to do in
the past, but to create certain mechanisms that are able to deal with the
various organizations and publics that is because the public now has an
efficient effect and direct voice that addresses the target institution and to
express its opinions in its marketing, social and media activities more
frankly and without a moderator in such away that strengthen its
relationship with the company and to increase his acceptance and
promotion for its products.
In this context, we can highlight the importance of the current study
as to acknowledge the reality of the public relations practitioners’ use of the
social media websites in the multi-national companies and to identify the
motive beyond this usage of social media websites and the advantages that
are returned to the companies from these social media website as well as to
determine the obstacles of it’s use and the effect of the social media
websites on the professional performance for the public relations
practitioners inside the companies.
This study also seeks to present a detailed description for the most
used social media websites in the companies under study either in form or
content. So, this study relied on the theory of multimedia opulence and
theory of conversational communication.
So, this study used the survey approach in it’s two divisions, the
analytical approach and the description approach. This study also relied on
the instrument of the content analysis through analyzing three famous
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social media websites (Facebook, Twitter and Youtube) for a deliberate
sample of five multi-national companies working in Egypt, and also a
questionnaire instrument for a deliberate ”purposive” sample that comprises
(200) correspondents of the practitioners of public relations in the multinational
companies working in Egypt.
And this field study concluded that the most used social media
websites by the public relations practitioners are; Facebook, Twitter then
Youtube. And the reasons for their use of these websites are the easy
modernization of data continuously and the promotion of the products and
services of the company and also getting acknowledgeable to what people
and multi-media say about the company.
The conclusions also showed that the most important advantages that
the company may acquire from the study sample use of the social media
websites are creating a positive mental picture of the company and the
quick organized responses towards the criticisms and creating some kind of
relation between the customer and services and products of the company.
And this analytical study concluded that there is a difference among
the companies (the sample of the study) as for their use of the multimedia
and interactive instruments existing in the social media websites and to
classify these companies in their use of these website as good use and bad
use. Also, there is a difference in the levels of interest towards these social
media websites because some companies prefer Twitter or Youtube.
This study also recommended that it is necessary for these companies
to put forth an efficient strategy for the social media websites so that they
can establish a clear vision for the mechanisms used to employ these
websites to achieve a broad interaction with the purposes to improve the
whole performance and to work in accordance with the real needs of the
public.