ไทย SOCIAL MEDIA STRATEGIES IN PUBLIC RELATIONS WORK IN NONG KHAI PROVINCE

Abstract

This research aimed to 1) study the use of social media in public relations of Nong Khai Province, 2) study and analyze the strategies of using social media in public relations of Nong Khai Province, and 3) study the guidelines for developing strategies of using social media in public relations of Nong Khai Province. The quantitative research method was used. The samples were 200 male and female residents of Nong Khai Province, both male and female, aged 20-60 years. The research instrument was a 5-level rating scale questionnaire with a reliability of 0.91. The statistics used for data analysis were percentage, mean, and standard deviation.

The research results found that 1) The use of social media in public relations in Nong Khai Province found that the opinions in terms of communication tools and channels had the highest average value, followed by public relations policies and networking for coordination, respectively. 2) The results of the analysis of the strategies for using social media in public relations in Nong Khai Province consisted of focusing on integrating communication concepts, setting a framework of concepts that are beneficial to the public, using creativity in presenting information, and building a network base between agencies and other organizations. 3) Guidelines for developing strategies for using social media in public relations in Nong Khai Province 1) In terms of public relations policies, it is necessary to consider selecting appropriate public relations news, and developing a format for exchanging information from government agencies or agencies under the government. 2) In terms of public relations activities and methods, various information must be up-to-date, accurate, and not distorted. 3) In terms of communication tools and channels, public relations should be conducted via the main Facebook page, using new technologies within the organization, and giving opportunities for people and vulnerable groups to hold public hearings on the agency's digital plan. 4) In terms of networking for coordination, cooperation should be created with various projects from both the government and private sectors to receive and disseminate information. 5) In terms of creative initiatives in public relations, there should be the development of a platform that is its own, without relying on agencies. Or other social media.