Abu Dhabi universities response to covid-19 via Facebook posts

This paper is introduced to explore higher education institutions' practices and contents in the Facebook platform in Abu Dhabi during the early period of Covid-19 to gain insights into how and why they are utilizing these platforms. It helps in identifying internal opportunities for improving the development of digital content. The paper extracted four academic parameters that shed the light on the content of messages created by public and private universities which were: Promoting online teaching, promoting students service and support, promoting positive vibes, and promoting Covid-19 issues. Promoting positive vibes represents the highest number of posts especially for private universities. © 2021 IEEE.