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İnsanoğlunun var olduğu andan itibaren hemen her dönem iletişim çabasında olduğu yadınamaz. Bu iletişim çabası içerisinde yer alan iletişim araçları da ayrı bir önem taşımaktadır. Gündelik yaşam pratiklerinin yanı sıra iletişim teknolojilerinde yaşanan değişimler ile bu sürecinde şekil değiştirdiğini söylemek mümkündür. Özellikle internetin var oluşu ve bilgisayarın icadı ile birlikte bu yeni iletişim ortamının temelleri atılmıştır denilebilir. İnternetin sivil kullanıma açılması ile birlikte başlayan bu iletişim sürecinde kişisel kullanım pratiklerinin yanında markaların da dahil olduğu görülmektedir. Son dönemlerde marka-takipçi iletişim sürecinde internet tabanlı uygulamalardan biri olan sosyal medya araç ve ortamlarının yeri ve önemi göz ardı edilememektedir. Bu iletişim sürecinde ortaya çıkan çevrimiçi etkileşim faktörünün de ayrı bir önem taşıdığını söylemek mümkündür. Bu çalışmada, kurumsal boyuttan sosyal medya kullanım pratiklerini belirlemek ve bunların bir uzantısı olarak karşımıza çıkan etkileşim unsurlarını içermektedir. Bu noktadan hareketle, 2018 yılında Kuzey Kıbrıs Türk Cumhuriyeti’nde yılın kuruluşu seçilen Limasol Türk Kooperatif Bankasının sosyal medya kullanım pratiklerini ortaya koymak ve bu pratikler ile meydana gelen etkileşim unsurlarını belirlemek adına söz konusu bankanın resmi sosyal medya hesaplarına yönelik içerik analizi gerçekleştirilmiştir. Gerçekleştirilen içerik analizinde Facebook ortamına yönelik oluşturulan kodlama cetveli, Waters ve ark.’nın (2009: s. 104) “Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook” isimli çalışmalarında kullanılan kategori cetvellerinden faydalanılarak oluşturulmuştur. Bunun yanı sıra sosyal medya yönetim birimi ve kurumsal iletişim birimi ile araştırmanın amacına yönelik derinlemesine görüşme gerçekleştirilmiştir. Görüşme soruları oluşturulurken Parveen ve ark.’nın (2015, s.77) “Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers” isimli çalışmasından faydalanılarak soru formu oluşturulmuştur.
It is possible to say that with the developments in information communication technologies and internet-based applications, the shape of the communication process has changed. In addition to daily life practices, this new communication environment is also present in the corporate and social spheres. Recently, the effectiveness of social media environments and engagement tools, one of the internet-based applications in the brand communication process, has attracted attention. This study covers social media usage practices and online interaction activities in brand communication process. In this context, the aim of this study is to reveal the social media use practices of Limassol Turkish Cooperative Bank, which was chosen as the establishment of the year in the Turkish Republic of Northern Cyprus in 2018, and to determine the engagement elements with these practices. Accordingly, the content analysis of the bank’s official social media accounts was conducted. In the content analysis, the coding scale for the Facebook environment was created by using the category rulers used in their studies named "Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook" by Waters et al. (2009 and p. In addition, an in-depth interview was held with the corporate communication unit for the purpose of the research. While creating interview questions, a questionnaire was created by using Parveen et al. (2015, p. 77) "Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers". As a result of the content analysis, it is seen that the organization shares its own values (such as mission, vision, and founders), activities, corporate news and product-service announcements. It was determined that the content, likes, comments, views and feedback were made to the shared content. It was determined that the participation of the corporation and target audience/followers in this process was simultaneous and continuous. In the light of both evaluations, it is possible to say that there is an engagement between the corporation and the target audience / followers.
It is possible to say that with the developments in information communication technologies and internet-based applications, the shape of the communication process has changed. In addition to daily life practices, this new communication environment is also present in the corporate and social spheres. Recently, the effectiveness of social media environments and engagement tools, one of the internet-based applications in the brand communication process, has attracted attention. This study covers social media usage practices and online interaction activities in brand communication process. In this context, the aim of this study is to reveal the social media usage practices of Limassol Turkish Cooperative Bank, which was chosen as the establishment of the year in the Turkish Republic of Northern Cyprus in 2018, and to determine the engagement elements with these practices. Accordingly, the content analysis of the Bank's official social media accounts was conducted. In the content analysis, the coding scale for the Facebook environment was created by utilizing the category rulers used in their studies named “Engaging Stakeholders Through Social Networking: How Nonprofit Organizations are Using Facebook” by Waters et al. (2009, p. 104). In addition, an in-depth interview was held with the corporate communication unit for the purpose of the research. While creating interview questions, a questionnaire was created by using Parveen et al. (2015, p. 77) “Social Media Usage and Organizational Performance: Reflections of Malaysian Social Media Managers”. As a result of the content analysis, it is seen that the organization shares its own values (such as mission, vision, and founders), activities, corporate news and product-service announcements. It was determined that the content, likes, comments, views and feedback were made to the shared content. It was determined that the participation of the corporation and target audience / followers in this process was simultaneous and continuous. In the light of both evaluations, it is possible to say that there is an engagement between the corporation and the target audience / followers.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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