An analisys of the use of Facebook by the United Nations regional offices in Asia-Pacific for relationship cultivation with constituencies

Abstract

This study adopted a conceptual framework from a previous study by Waters & Lo (2012), updated some of the relationship cultivation sub-categories and added a new variable related to the Sustainable Development Goals (SDGs) to examine the common strategies featured in the U.N. social media posts. The study quantitatively analyzed 177 Facebook posts published by UNDP, UNICEF and WHO during May, June and July 2019. Descriptive statistics supported the first hypothesis (these agencies used predominantly the “involvement” and “information dissemination” strategies to cultivate relationships with their audiences). Based on the Chi-Square Analysis results, the second hypothesis (the similarity on the use of Involvement strategy among three agencies) was supported, but the third hypothesis (the main difference in the use of Facebook for relationship cultivation among the U.N. agencies relates to the types of information they disseminate) was not supported. The main SDG featured across the posts of the three agencies is SDG3 on Good Health and Wellbeing, as hypothesized in the fourth hypothesis. By implementing the findings of the study, U.N. agencies and other non-profit and international organizations will be better equipped to plan their social media interventions for more effective relationship cultivation with their key constituencies.