Digital reputation agency, RCheckUP has unveiled a ranking of UAE government departments with the highest media capital. Leading the list are the Government, Ministry of Interior, and the Ministry of Human Resources and Emiratisation.
In the modern digital age, where information technologies are shaping public life, having substantial media capital is critical for government agencies.
According to Hootsuite’s 2023 study, the UAE boasts 9.38 million Internet users — 99% of the UAE’s total population. At the same time, the number of social media users exceeds the size of the population by 5%, due to users with multiple accounts. Facebook, Instagram, X, YouTube, and LinkedIn are the UAE’s five most popular platforms (according to Hootsuite’s 2023 data).
“Media capital is the combination of resources and influence possessed by companies or personalities in the information space,” explains Alexander Kuznetsov, CEO at RCheckUP digital reputation agency.
“In our research methodology, media capital is measured as the sum of the audiences of all social networks and traffic from official websites,” he says.
The study analyzed 46 departments and selected the top 20 governmental bodies with the most media capital. The research’s result is the ranking of the UAE departments with the most media capital.
The top three most visible institutions on the internet are the Government with a media capital of 2 980K, the Ministry of Interior with 2 897K, and the Ministry of Human Resources and Emiratisation with 2 724K.
Interestingly, besides those departments working directly with the population (for example, the Ministry of Human Resources and Emiratisation, the Ministry of Education, and the Ministry of Health and Prevention), the top-20 included departments such as the Ministry of Foreign Affairs and the Ministry of Finance.
It is also worth noting the departments that did not make it into the top 20: the Ministry of Defense and the Ministry of Climate Change and Environment. These departments’ social network accounts use various mechanisms permitting the collection of a substantial amount of engagement.
