Özet:

Public relations require two-way communication due to its nature. For this reason, the mutual dialogue between institutions and their public is aimed at bringing the relationship to the “ideal”, and it is argued that it makes the performed actions or practices more effective. Based on these points, this study was carried out at the Ministry of Health of Turkey to investigate the extent on how government agencies use their social media accounts for dialogical public relations. Research is important because the research is up-to-date. Content analysis method was used in the research and analysis was carried out in two stages. In the first stage, the first scale was used, in which the numbers of followers, posts, likes, comments and reposts of the accounts and the average numbers per post were analyzed. In the second stage, the analysis was carried out with a scale consisting of 4 main and 44 sub-categories, which was formed with the principles of dialogic public relations. Totally 453 posts shared from the organization’s Twitter, Facebook and Instagram accounts between November 1-30, 2020 were analyzed in the scope of study. As a result, it was found that the accounts performed themselves at a high level in the usefulness of the information. It was found that the Twitter account performed at a medium level in terms of the re-provision of the visit, Facebook and Instagram accounts were at a low level, the visitor retention category was at a high level, and in the dialogue loop category, it was found that they performed themselves at a medium level. It has also been recorded that the followers are more sensitive to the posts made from the Twitter account in the category of like, comment and replay.

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