Abstract:

For businesses or brands operating on social media platforms, the best way to understand their current and potential target audiences is to analyze the shares they have made and the interactions they have achieved. In the analyzes made in this context, most of the time, the posts are collected under certain categories and then subjected to qualitative analysis. This method was used in our research and the categories of “Employee Usage”, “Company News”, “Success” and “Social Responsibility” were created. Then, these categories were analyzed on the basis of time and sample in terms of interaction numbers and rates. In the analysis made, it was determined that the most number of posts and interactions occurred in the "Employee Usage" category. However, it is important to include an evaluation focused on the number of followers in these analyzes. The research found that more followers don't always mean higher engagement rates. It has been revealed that evaluating the performance together with the interaction rates with a focus on the number of followers will lead to more meaningful results.

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