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Günümüzde gelişen iletişim teknolojileri ile birlikte çeşitli kanallarla iletişim kurmak mümkün hale gelmiştir. Bu gelişmeler, şirket-tüketici-, kamu-devlet, birey-birey, birey-devlet vb. birey, kamu, kurum ve kuruluşlar arasındaki ilişkilerde kişilerarası iletişim tarzında iletişimin sağlanmasına imkân vermiştir. Bu şekilde iletişim ortamı sağlayan bir iletişim kanalı da sosyal medya olmaktadır. Sosyal medya ile birlikte ikili ilişkilerde, iletişim çift yönlü olmaktadır, karşılıklı etkileşim söz konusudur ve aktif bir rol oynanmaktadır. Sosyal medyada iletişim kurmanın yanı sıra ilişkilerde kurulmaktadır. Günümüzdeki küresel pazarda artık hedef kitlelerle sadece iletişim kurmak yeterli olmamaktadır. Hedef kitleler ile artık bir ilişki oluşturulması gerekmektedir. Çünkü hedef kitleler markalardan kendi düşüncelerini sormasını istemektedir. Bu çalışmada sosyal medyayı etkin kullanan beş markanın Twitter, Instagram ve Facebook hesaplarının diyalojik iletişim ilkelerinin ne kadarını kapsadığı tespit etmek amaçlanmıştır. Araştırmada nicel araştırma yöntemi kullanılmıştır. 01-15 Temmuz 2019 tarihleri arasında markaların sosyal medya paylaşımları nicel içerik analiz yöntemi ile incelenmiştir. Araştırmadan elde edilen bulgulara göre markalar, diyalojik döngü ve yeniden ziyareti sağlama ilkelerini başarılı şekilde kullanamamıştır. Markalar, bilginin işe yararlılığı ve ziyaretçilerin korunması ilkelerini, diğer ilkelere göre daha başarılı uygulamıştır. Sonuç olarak markaların bazı diyalojik iletişim ilkelerini başarılı şekilde uygularken bazılarını ise etkin şekilde kullanmadığı görülmüştür. Dolayısıyla markaların diyalojik iletişim açısından sosyal medya araçlarını yeterince değerlendiremediklerini söylemek mümkündür.
Today, with advancing communication technologies, it has become possible to communicate through various channels. These developments, corporate-consumer, public-government, individual-individual, individual-government, etc. The individual has made it possible to provide communication in the way of interpersonal communication in relationships between the public, institutions and organizations. A communication channel that provides a communication environment is also a social media. Together with social media, in bilateral relationships, communication is bilateral, mutual interaction is subject to and an active role is played. In addition to social media, it is established in relationships. In today’s global market, it is no longer enough to just communicate with the target crowds. It is now necessary to establish a relationship with the target groups. Because the target crowds want brands to ask their own thoughts. The study aims to identify how much the five social media brands account Twitter, Instagram and Facebook cover the principles of dialogue communication. The research method was used. Between 01-15 July 2019, social media sharing of brands has been studied by quantum content analysis method. According to the findings from the research, brands have failed to successfully use the principles of providing dialogue cycle and re-visits. Brands have implemented the principles of the usefulness of information and the protection of visitors more successfully than other principles. As a result, it has been shown that brands successfully implement some dialogical communication principles, while some do not use them effectively. Therefore, it is possible to say that brands are not able to evaluate social media tools sufficiently in terms of dialogue communication.
Nowadays, it is possible to communicate with various channels with developing communication technologies. These developments have enabled communication in the style of interpersonal communication in the relations between company-consumer-, public-state, individual-individual, individual-state, etc individuals, public, institutions and organizations. In this way, a communication channel that provides a communication environment is social media. In bilateral relations with social media, communication is bi-directional, there is mutual interaction and an active role is played. In addition to communicating on social media, relations are established. In today's global market, it is no longer enough to communicate with the target audience. A relationship with the target audience is now needed. Because the target audience expects brands to ask their own thoughts. Want to get detailed information about the brand. In this study, it is aimed to determine the extent of the dialogical communication principles of Twitter, Instagram and Facebook accounts of five brands that use social media effectively. Qualitative research method was used in the study. Between 01-15 July 2019, social media shares of brands were analyzed by content analysis method. According to the findings obtained from the research, brands have not been able to successfully use the principles of dialogical loop and generation of return visits principle. Brands have applied the principles of usefulness of information and conservation of visitors principle more successfully than other principles. As a result, it was observed that brands successfully applied some of the dialogic communication principles while others did not use them effectively. Therefore, it is possible to say that brands cannot adequately evaluate social media tools in terms of dialog communication.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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