Journal of the Faculty of Tourism and Hotels-University of Sadat City, Vol. 3, Issue 1, June, 2019 -39- Assessment of the Management of Social Media Content of the Egyptian Tourism Authority Using Key Performance Indicators Rania Abdelmonsef 1 Magda AL Badry 2 Azza Maher 2 Dalia Mandor 2 1 Tourism Specialist in Egyptian Tourism Authority 2 Faculty of Tourism and Hotels, University of Sadat City Abstract Social media content management has been one of the biggest challenges that organizations face. Content marketing management is a digital way to manage the marketing message to the online audience, and this necessarily requires having a clear online strategy to define the smart objectives, the action plans, the tasks, and the key performance indicators framework. This research examines the assessment of Egyptian Tourism Authority social media content management by using Key Performance Indicators (KPIs). The collecting data of this research is gathered from ETA's social media platforms (Facebook page insights, Twitter Analytics, Instagram, and YouTube Analytics), comparing those social media platforms with some of ETA's competitors, and distributing 35 questionnaire forms on a sample of the ETA's official. The KPIs framework which is used in this research consists of five stages: Expose, Attract, Engage, Retain, and finally Influence. The results of this study have been presented according to those both approaches; content analysis and Netnography research. Those results demonstrate that ETA did not have an online strategy, smart objectives, and a KPI framework to measure its social media performance. Furthermore, there is a lack of the ETA's officials' awareness level about KPIs and social media content management. Keywords: Social media, content marketing management, Key Performance Indicators (KPIs), Egyptian Tourism Authority (ETA). 1. Introduction Recently, Social media has become a phenomenon that has emerged and grown rapidly; and, it helps in the changes that have happened in the business environment. Social media is a group of internet-based applications that enables the audience to interact together (Hong et al., 2015; Ollqvist, 2015). According to Baruah (2012) social media is a revolution of web2.0 that allows creating and exchanging the User-Generated Content (UGC). As a result, social media is not only a social communication or tools but also it is a social interaction. Marketing techniques change the way that brands and organizations delivered their marketing messages. According to that, social media has become a vital web application tool to the brands; thus, it offers the opportunities to online advertising by facilitating viral marketing, developing the product by involving the online communities in the design process, and marketing intelligence through the observation and assessment to the users' feedback and reviews (Cvijikj and Michahelles, 2013).