Comparing the Efficiency of Facebook vs Instagram in Malaysian PR Campaigns

Tan, Cui Min (2022) Comparing the Efficiency of Facebook vs Instagram in Malaysian PR Campaigns. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The use of social media by PR practitioners can help them communicate with target audiences in Malaysian PR campaigns. With the advent of more social media platforms, PR practitioners will be required to manage increasing numbers of platforms, but PR practitioners' responsibilities go beyond managing social media. In Malaysia, both Facebook and Instagram are popular among Malaysians and PR practitioners, although they have extremely similar features. When it comes to creating content for publication, the PR practitioners may need to generate two different designs and captions to suit both platforms. Furthermore, customers and audiences will undoubtedly expect a company's PR practitioners to be available 24/7 a day, which will increase PR practitioners' burden. Therefore, through this paper, the researcher will be able to figure out which platform is more than average effective for planning an PR campaign for the PR practitioners, at the same time reducing budget and time spent on different media platforms. This study will be conducted using the quantitative research approach, with online questionnaires sent to PR practitioners in Kuala Lumpur and Selangor PR agency.