The institution seeks to monitor and analyze social media platforms in Emirati society and their interactions. This involves adopting a comprehensive strategy that includes analyzing major social media sites such as Twitter, Facebook, Instagram, LinkedIn, and Snapchat. The analysis encompasses patterns of use, the most interactive content, common trends, and controversial topics that capture user interest. Understanding how these factors impact social interaction is crucial.

The institution also employs sentiment analysis tools to comprehend user responses to specific events or marketing campaigns on social media. This includes tracking the performance of marketing campaigns by evaluating their impact, measuring interaction and participation rates. Additionally, the institution analyzes the influence of prominent users and influencers in Emirati society, suggesting areas where their impact can contribute to community development.

The examination extends to the use and dissemination of hashtags on social media platforms, conducting a detailed analysis of associated campaigns. Negative comments are monitored, and their impact on public reputation is understood. Effective crisis management strategies are implemented, leveraging analytics to guide digital marketing strategies and enhance performance on social media platforms.