A content analysis of Metropolitan Manila Development Authority's (MMDA): Tweets

• Main Authors: Barnuevo, Shaira Mae Balida, Gonzaga, Jezreel Coroza, Ty, Chelsea Rovinn Uy
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Traffic congestion > Philippines; Online social networks > Philippines; Blogs > Philippines; Microblogs > Philippines; Social media > Philippines; Social networks > Philippines; Twitter; Metropolitan Manila Development Authority (MMDA); Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/9337
• Institution: De La Salle University

Metropolitan Manila Development Authority (MMDA) is a Philippine government agency that offers metro-wide services in response to the need of the citizens and assists the Local Government Units in implementing a development plan that focuses on transport decongestion, climate change, waste management, and disaster prevention (The MMDA's Vision, 2016). It is identified as one of the most active and most followed account among the list of agencies with verified Twitter accounts. Guided by Lovejoy and Saxton's (2012) Information, Community, and Action framework, this study aims to determine how MMDA uses the organizational microblogging functions, Information, Community, and Action, in Twitter and whether extra organizational factors, particularly an event, affect the use of Information, Community, and Action. A quantitative content analysis of 1050 tweets showed that the Community function was prevalent in MMDA's tweets as compared to Information and Action function. Furthermore, it revealed that the event identified, which is the 2016 Philippine General Elections, influences the use of MMDA of Information, Community, and Action in Twitter. The findings of this study provide a picture of the current state of public relations use of Twitter by a government organization and offers an extension of the ICA framework as it is applied to a government organization.