Interactive public relations in university institutions through social networks Analytical study of a sample of university pages on Facebook

Abstract

This study aims to search for the interactive dimensions of the public relations agency in university institutions through its use of social networks. Facebook which includes a set of interactive technologies and applications that will support interactive communication between users, has been chosen. This study belongs to the descriptive studies where it was employed. The survey approach to answer the problem, and the data of the analytical study was collected using the content analysis tool based on the Heeter scale by applying it to an intended sample of university Facebook pages. The study reached that the availability of various interactive services or applications on university pages came in an acceptable manner with a variation in the use or employment from one university page to another, and this gives a positive indication of public relations adoption of the modern approach of the Algerian University in communicating with users, given the recent use of interactive public relations in Algerian university institutions through social networks compared to universities in developed countries Keywords: public relations, Interactivity, social networks, University, Facebook.