Governmental Social Media Communication Strategies during the COVID-19 Pandemic: The Case of Egypt

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.

KEYWORDS:

• Facebook
• COVID-19
• governmental communication
• effectiveness

Disclosure statement

No potential conflict of interest was reported by the author(s).