The Influence of Social Media in the General Communications of Public Sector Organizations

Abstract

The thesis aims to understand the significance of communications strategy in organizations and social media communication tools within public organizations. The purpose leads to discovering the rising trend of social media influencers and using social media to communicate public messages during the global crisis. Academic sources on organizational communication and social media marketing use to gather information and deepen the researcher’s knowledge.

The research conducts using the exploratory research method and descriptive research method to generate the thesis topic. Case studies would serve as a demonstration of the thesis issue. There is also a survey in the case Finnish Government to investigate for answer the sub-research question.

Effective communications strategy enables public organizations and government to plan, organize, motivate, and control the public messages delivering to audiences. Without it, misunderstandings and frustration quickly spread the negative result. Collaboration with social media tools, mainly social media influencers, to engage with young people as the primary target audiences is crucial for public organizations and government during the pandemic. Clear communications, distributed across appropriate channels, targeted varied audiences, and shared by trusted people build up a great communication strategy. During the global crisis, influencers on social media are the right communication strategy to communicate with young people. The positive action has also released when public organizations and government pay attention to how their communications are relevant and discussed on social media with high alert to ensure the audiences receive the correct messages and increase their trustworthiness.