Kurumsal iletişimde sosyal medya: Thy ve Pegasus örnekleri
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Date
2018
Authors
Özçetin, Burak
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Publisher
Kadir Has Üniversitesi
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Abstract
Gunumuz teknolojisinin gelismesiyle birlikte kurumlarin kurumsal iletisim calismalari yaparken basta hedef kitleleri olmak uzere diger tum paydaslarina yonelik etkin hizli dogru ve seffaf bir yonetim anlayisiyla hareket etmeleri gerekmektedir. Teknolojinin gelismesiyle birlikte geleneksel iletisim araclari gittikce sosyal medya araclarina gore daha az tercih edilen paylasim alani olmaktadir. Teknolojik gelismeler cercevesinde sosyal medyanin sundugu sinirsiz hizmet alani dogrultusunda kullanicilar istek ve sikayetlerini ilgili kurumlara istenilen zaman diliminde iletebilme imkani elde etmektedirler. Kurumlarda teknolojik gelismeler cercevesinde hedef kitle ve paydaslarindan gelen cesitli geribildirimlere cevap verebilmek ve dogru yonetebilmek icin sosyal medyanin gucunu kullanmaktadirlar. Bu nedenle sosyal medyanin kurumlarin iletisim calismalarini yaparken tum paydaslarina yonelik cift yonlu bir iletisim modeline katki saglayan onemli bir platform olmustur. Teknolojinin gelismesiyle birlikte bu durum farkli sosyal aglari da ortaya cikmistir. Bunlardan birisi olan Twitter anlik paylasimlarin yapildigi bir mikro blog turudur. Bu arastirmada Turk Hava Yollari ve Pegasus hava yollarinin Twitter uzerinden yaptiklari paylasimlarin daha cok hangi kurumsal iletisim alanlarina girdigi tespit edilmektedir. Ayrica bu paylasimlarda marka konumlandirmasi ve kullanilan mesaj dili analiz edilmektedir. Bu dogrultuda arastirmada kurumsal iletisim iletisim teknolojileri ve sosyal medya hakkinda genel bir literatur taramasi yapilmistir. Arastirmanin son kisminda secilmis olan kurumlarin Twitter uzerinde yapilan paylasimlarinin icerik analizi yapilarak bir sonucuna varilmistir.
Organizations that are concerned with the development of today's technology need to act in a way that is suitable for others, fast, accurate and transparent. With the development of technology, traditional communication tools are increasingly becoming less preferred than social media tools. Within the framework of technological developments, users get the opportunity to communicate their wishes and complaints to relevant institutions in the desired time frame in the direction of unlimited service area offered by social media. Institutions use the power of social media to respond to and respond to diverse feedback from the target audience and stakeholders within the framework of technological developments. For this reason, the concept of social media has become an important platform that contributes to a bi-directional communication model for all stakeholders while conducting communication studies of institutions. With the development of technology, different social networks have emerged. One of them is a type of microblog where Twitter shares are made. In this research, it is determined which of the corporate communication areas the Turkish Airlines and Pegasus airways share via Twitter. In this direction, a general literature survey on corporate communication, communication technologies, and social media was conducted in the research. In the last part of the research, the contents of selected institutions' shares on Twitter have been analyzed and a result has been reached.
Organizations that are concerned with the development of today's technology need to act in a way that is suitable for others, fast, accurate and transparent. With the development of technology, traditional communication tools are increasingly becoming less preferred than social media tools. Within the framework of technological developments, users get the opportunity to communicate their wishes and complaints to relevant institutions in the desired time frame in the direction of unlimited service area offered by social media. Institutions use the power of social media to respond to and respond to diverse feedback from the target audience and stakeholders within the framework of technological developments. For this reason, the concept of social media has become an important platform that contributes to a bi-directional communication model for all stakeholders while conducting communication studies of institutions. With the development of technology, different social networks have emerged. One of them is a type of microblog where Twitter shares are made. In this research, it is determined which of the corporate communication areas the Turkish Airlines and Pegasus airways share via Twitter. In this direction, a general literature survey on corporate communication, communication technologies, and social media was conducted in the research. In the last part of the research, the contents of selected institutions' shares on Twitter have been analyzed and a result has been reached.
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Keywords
Kurumsal iletisim, Sosyal Medya, Twitter, Türk Hava Yolları, Pegasus Hava Yolları, Corporate Communications, Social Media, Twitter, Turkish Airlines, Pegasus Airlines