Role of social media in strategic communication of think tanks: a case study of UNECA

Abstract

This study examines the role of social media in the strategic communication of think tanks, focusing on the United Nations Economic Commission for Africa (UNECA). Through quantitative content analysis, the research assesses UNECA's presence and activities on Facebook, Twitter, and YouTube. Findings reveal that while UNECA maintains a significant presence across these platforms, its Facebook communication is predominantly unidirectional, focusing on information dissemination rather than fostering interactive dialogue. The study concludes with recommendations for enhancing social media engagement and leveraging its full potential for organizational communication.