With over 28,249 employees and teachers, and 910,208 students, the UAE Ministry of Education’s work has immediate influence and implication on almost every household in the UAE. Therefore, it is closely watched by the main media and the public.
By the end of 2011, the social media presence of the Ministry of Education consisted of a Facebook page with 4,128 likes and over 80% of them were from outside the UAE. Posts on the page were mostly news published on the Ministry’s website. Interaction and engagement was less than 0.5%, and most of the replies on the posts were from job seekers from other Arab countries.
In March 2012, our team was selected by the Ministry to assist in developing and managing the Ministry’s social media presence on Facebook and Twitter, in addition to increasing the number of followers, raising the engagement level, and increasing the percentage of likes and followers from the UAE.
As a results of our team’s work on the social media channels of the Ministry of Education, The Ministry won two Government Excellence Awards, in 2012 for Best Interactive Government Facebook Page in the Middle East, and in 2013 for Best Creative Engagement on a Government Facebook Page in the Middle East.
In addition to that by October 2013, three months before the agreed project term ended The Ministry of Education held the #1 position in engagement and combined number of followers and likes among all federal ministries and government bodies. Twitter followers reached 46,018, and Facebook fans reached 74,292.
December 7, 2013