Özet:

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.

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