Yoni Paa Quecy Howard1 | Peter Wonders Kankam2 | Isaac Wereko3 | Monalisa Armah4
School of Communication | African University College of Communication
Abstract
This study investigates into how Millicom Ghana (Tigo) employs social media as a public relation tool in managing its organizational issues in Ghana. The study was conducted under the framework of qualitative research, while a case study design was used as the research strategy. Millicom (Tigo) Ghana was purposively sampled out of nine (9) Telecommunication companies in Ghana. Interviews and Distanced Virtual Ethnography were used as the instruments for data collection while the analysis was done by way of content and textual analysis. The issues management and relationship management theories formed the theoretical basis of the study. Findings showed that social media utilisation aided very much the public relations roles played in Tigo Ghana’s management of issues. The dialogic social media utilisation facilitated information giving/requesting between Tigo Ghana and its stakeholders. It was also found that the most recurring issue/theme on social media was information giving/seeking, and is in consonance with the corporate communication strategy. However, stakeholders also identified more with the corporate social responsibility communication strategy. These findings demonstrate that there was strong desire for stakeholders/customers to consume or give information on diverse issues. Both Tigo Ghana and its stakeholders/customers are able to build and maintain relationships. The use of social media this way reduced friction between Tigo and its customers/stakeholders. The study therefore recommended that organisations should prioritise their corporate social responsibility (CSR) communication strategy as it has been found to aid in stakeholder engagement.
Keywords: Social Media, Public Relation, Organizational Issues, Telecommunication in Ghana
