Özet:

As a field that contributes to the creation, maintenance and preservation of corporate identity, image and reputation, it has been influenced by the development and transformation of corporate communication, information and communication technologies. Therefore, the digital media environment based on information and communication technologies has become among the tools that public relations practitioners can address at the point of implementation of corporate communication activities. However, the conversations of the institutions in the form of dialogue with their stakeholders have been transmitted to the online media and their communications with their stakeholders have also begun to form in a dialogue context. In this context, the study aims to reveal how both state and foundation universities ranked in the top 10 in the URAP 2017-2018 General Ranking of Turkey use their Twitter accounts in terms of dialogical communication principles. The study examined by the 1747 tweet content analysis technique that the universities mentioned in the three-month period (July, August, September 2018) shared on their Twitter accounts and the data obtained was analyzed by the SPSS 23.0 package program. The analysis has found that the content sharing belongs to state universities. The exam concludes that the universities within the exam did not use their Twitter accounts effectively in the context of dialogue communication.

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