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Küreselleşme kavramının ortaya çıkması ve teknolojinin gelişmesi ile hızla değişen medya, kurum ve örgütlerin kendilerini ifade ettikleri, faaliyetlerini duyurdukları, yeni hedef kitlelere ulaştıkları bir ortam haline gelmiştir. Geleneksel medya yerini web 2.0 teknolojilerine ve sosyal medyaya bırakmıştır. Sosyal medya olarak adlandırılan bu mecralar, büyük kitleleri bir araya getirmekte ve kullanıcılarına etkileşimli bir alan sunmaktadır. Kurum ve örgütler sosyal medya sayesinde sahip oldukları hedef kitlelerin yanında farklı hedef kitlelere ulaşma imkânını da yakalamıştır. Bu da kurum ve örgütlere zaman ve maliyet açısından büyük faydalar sağlamıştır. Kurum ve örgütler, sosyal medyayı halkla ilişkiler faaliyetlerini yürütebilecekleri ve kişilere aktarabilecekleri bir mecra olarak aktif bir şekilde kullanmaktadırlar. Bu da kurumlara halka kendileri tanıtma yolunda büyük avantajlar sağlamaktadır. Sivil toplum kuruluşları web 2.0 teknolojilerinin ortaya çıkması ve sosyal medya olgusunun gelişmesiyle bu mecraları hedef kitlelerine ulaşmak için kullanmaya başlamışlardır. Bu ise Sivil toplum kuruluşlarına maliyet, zaman ve tanıtım olarak büyük faydalar sağlamaktadır. Çalışmada sivil toplum kuruluşlarının sosyal ağlardan olan Instagram ve Twitter’ı halkla ilişkiler faaliyetleri açısından nasıl kullandıkları incelenmiştir. Araştırmanın evrenini Türkiye Üçüncü Sektör Vakfı’nın yaptığı bir anket sonucu belirlenen Türkiye’de en çok bilinen 15 sivil toplum kuruluşu oluşturmaktadır. Araştırmanın örneklemi ise yapılan kamuoyu araştırması ile belirlenen 15 sivil toplum kuruluşundan bilinirliği en yüksek olan Türk Kızılayı ve LÖSEV Vakfı seçilmiş ve bu kurumların Instagram ve Twitter hesapları içerik analizi yöntemiyle incelenmiştir. Araştırmanın önemi ise yapılan literatür taraması ışığında çalışmada ele alınan kurumların daha önce herhangi bir çalışmada kullanılmamış olmasıdır. Araştırma bulgularında sosyal ağlardan olan Instagram ve Twitter’ı Türk Kızılayı’nın kamuoyu bilgilendirme amaçlı kullandığı, LÖSEV’in ise bilgilendirme ile birlikte etkileşim kurma amacıyla da yararlandığı belirlenmiştir. Bununla birlikte Türk Kızılayı sosyal medya hesaplarının her ikisini de yaptığı paylaşımlar açısından LÖSEV Vakfından daha aktif bir şekilde kullanıldığı saptanmıştır. Kurumların paylaşım yaparlarken daha çok mesai saatlerini ve gün olarak hafta içini tercih ettikleri de ulaşılan diğer bulgulardan bazılarıdır
With the emergence of the concept of globalization and the development of technology, the rapidly changing media, institutions and organizations have become an environment in which they express themselves, announce their activities, reach new target audiences. Traditional media has left its place to web 2.0 technologies and social media. These messages, called social media, gather large crowds and provide an interactive space for their users. Institutions and organizations have also captured the possibility of reaching different target audiences alongside the target audiences they have through social media. This has also provided great benefits to the institutions and organizations in terms of time and cost. Institutions and organizations actively use social media as a mechanism for their public relations activities and for their transmission to individuals. This gives the people great advantages in their way to promote themselves. With the emergence of web 2.0 technologies and the development of the social media phenomenon, civil society organizations have begun to use these mechanisms to reach their target audiences. This provides great benefits to civil society organizations as a cost, time and promotion. The study has studied how civil society organizations use Instagram and Twitter from social networks in terms of public relations activities. The universe of the research forms the 15 most well-known civil society organizations in Turkey, determined by a survey by the Third Sector Foundation in Turkey. The examples of the study were selected by the Turkish Red and LÖSEV Foundation, the highest recognition of the 15 civil society organizations identified by the public survey, and the Instagram and Twitter accounts of these organizations were studied by the method of content analysis. The importance of the research is that in the light of the literary scan, the institutions discussed in the study have not been used in any previous study. Research findings have found that the Turkish Red uses Instagram and Twitter from social networks for public information purposes, while LÖSEV is also used for interaction with information. However, the Turkish Red has been found to be more actively used than the LÖSEV Foundation in terms of the sharing of both social media accounts. The organizations share their working hours and prefer the day as a week and some of the other findings that are achieved
With the emergence of the concept of globalization and the development of technology, rapidly changing media, have become an environment where institutions and organizations express themselves and announce their activities. The traditional media has been replaced by Web 2.0 technologies and social media. This media brings together a wide audience and offers an interactive environment for its users. Thanks to social media, institutions and organizations get the chance to reach new target audiences together with existing ones. This has brought great benefits to them in terms of time and cost and now, it is possible to say that they actively use social media as a medium in which they can carry out and conduct public relations activities. This provides institutions with great advantages in introducing themselves to the public. Non-governmental organizations started to use these media channels to reach their target audience with theappearance of web 2.0 technologies and the development of social media. Through social media, non-governmental organizations can offer their activities on a low budget without time and space constraints. This study examined how non-governmental organizations use two of popular social networks Instagram and Twitter for their public relations activities. In a study carried out by Third Sector Foundation of Turkey, the most well-known fifteen non-governmental organizations were determined and in this study, these organizations formed the universe of the research. The most familiar ones among these fifteen non-governmental organizations, The Turkish Red Crescent and LOSEV, were selected as the sample of the study and their Instagram and Twitter accounts were analyzed by using content analysis method. The importance of the research is that the institutions discussed in the study have not been used in any other study in the light of the literature review. The findings of the research showed that social networks Instagram and Twitter were used by Turkish Red Crescent for the purpose of public information, whereas they were used by LOSEV for interacting and public information purposes. When the number of shares are examined, it is found that the Turkish Red Crescent uses its social networks Instagram and Twitter more actively when compared to LOSEV in this two months-long period of time. In general, it can be said that the organizations use social network accounts during working hours and on weekdays
Alan : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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