A FRAMEWORK OF STRATEGIC COMMUNICATION DONE THROUGH SOCIAL NETWORKING SITES IN PAKISTAN (CONCEPTS AND MANIFESTATION)

Abstract

This study investigates the intricate dynamics of Strategic Communication through social networking sites (SNS) in Pakistan. Recognizing the influential role of social media in shaping public opinions, the study aims to unravel the multifaceted impact of Strategic Communication on these platforms. Moreover, it comprehensively explores the goals and strategies employed by various entities in utilizing SNS to disseminate their agendas and influence the mindset of the common person. A correlational, qualitative design is adopted to achieve this objective, with a focus group conducted at DHA Suffa University involving 15 researchers from diverse Karachi universities. The qualitative data collected through open-ended discussions is analyzed thematically, integrating insights from a systematic review of social media posts by Pakistani politicians on platforms like Twitter and Facebook. Findings highlight the goal-oriented nature of Strategic Communication, its pivotal role in building relationships, and its potential to shape public sentiment. It is revealed that entities strategically employ SNS to convey information and influence perceptions, build reputation, and foster morale aligned with their respective agendas. The study has recommended that entities approach Strategic Communication on social media with a careful balance, recognizing its potential to evoke both positive alignment and negative reactions among the public. Moreover, the study underscores the importance of ethical considerations in communication strategies on SNS, emphasizing the need for transparent and responsible engagement. These findings contribute to the scholarly discourse on the evolving landscape of Strategic Communication in Pakistan and offer practical insights for entities navigating the complex realm of social media communication.