Research Article
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Use Of Socıal Medıa In Communıcatıon Between Unıversıty Management And Student: Phenomenon Rectors

Year 2019, , 269 - 297, 31.12.2019
https://doi.org/10.31123/akil.534613

Abstract

In the 2000s, higher education
managers who realized the advantages and importance of social media use by
recognizing the paradigm shift of digital communication started to use social
media as a communication channel.

In Turkey, the rectors usually
prefer communication via Twitter, which is widely used in addition to its ease,
as it can be used in mobile technologies, which is one of the most appropriate
environments for transmitting messages from social media platforms.

The use of Twitter by the Rectors to communicate
and interact with internal and external stakeholders has often found its place
in both national and local press, and has led to the fact that the rectors who
prefer this channel become phenomena.

The purpose of this research is to
examine the usage features of Twitter of the rectors who communicate via social
media and become phenomena. The sample of this research was chosen with the
purpose of sampling method. The model of the research is the case study of
qualitative research types. Data were collected by document review method and
were analyzed by using descriptive analysis method.

Findings were examined under the titles of tweet types, the
interactiveity of communication, the content of the tweets, the language used,
the extent to which they responded to the students' wishes and expectations.











According to the findings obtained from the research, it was
concluded that the use of Twitter as a communication tool of the rectors
influenced their recognition, however, it raises the brand value of the
universities they are affiliated with
. In addition, it was observed that the motivation of
the students who responded to their requests, problems and complaints were
affected positively and the sense of corporate belonging towards the university
increased.

References

  • Agostino, D. ve Arnaboldi, M. (2016). Social media implementation in higher education institutions between mimicry and professionalism. XXVII RSA AiIG 2016, Bergamo (Italy). https://core.ac.uk/download/pdf/83102295.pdf
  • Barhorst, J. B., McLean, G., Brooks, J., ve Wilson, A. (2019). Everyday micro-influencers and their impact on corporate brand reputation. 21st ICIG Symposium, 2019-06-04 - 2019-06-06, Durham Business School.
  • Barnes, N. G., ve Lescault, A. M. (2013). College presidents out-blog and out-tweet corporate CEO’s. UMass Center for Marketing Research. http://www.umassd.edu/cmr/socialmediaresearch/collegepresidentsoutblog/
  • Blumberg, H. ve Hare, P. A. (1999). Sociometry Applied to Organizational Analysis: A Review. Action  Methods, 52(1): s.65-97.
  • Breakenridge, D. (2008). PR 2.0: New Media, New Tools, New Audiences. New Jersey: FT Press.
  • Cantoni, L. ve Tardini, L. (2008). The Problem of Communication. P. C.
  • Doğru, Y.B. ve Doğru, S. (2015). Bir Halkla İlişkiler Aracı Olarak Twitter: Rektörlerin Twitter Kullanım Analizi. 1. Ulusal Toplumsal ve Kurumsal Çatışmalar Çözümler Kongresi, Düzce Üniversitesi.18 Ocak 2018 tarihinde http://akademikpersonel.kocaeli.edu.tr/yusuf.dogru/bildiri/yusuf.dogru13.10.2015_16.41.11bildiri.pdf adresinden edinilmiştir.
  • Eysenbach, G. ve Till, J.E. (2001). Ethical issues in qualitative research on internet communities. British Medical Journal, 323(2): s. 1103–1105.
  • Finin, T., Ding L., Zhou, L. J. ve Anupam, L. (2005). Social Networking on the semantic Web. The Learning Organization, 12(5): s.418-435.
  • Hearn, A. ve Schoenhoff, S. (2016). From celebrity to influencer: tracing the diffusion of celebrity value across the data stream. P. David Marshall ve S. Redmond, (Ed.) A companion to celebrity. Chichester: John Wiley & Sons. s.194–212.
  • Hewson, C., Vogel, C. ve Laurent, D. (2015). Internet research methods. London: Sage. https://doi. org/10.1515/9783110271355-016.
  • Hootsuite. (2018). 2018 Yılı Sosyal Medya Kullanım İstatistikleri. Erişim adresi https://blog.hootsuite.com/twitter-demographics/. İnterpress. (2017). Rektörlerin Yerel ve Ulusal Başında Çıkan Haber Sayıları. Görüşme tarihi: 18.12.2017
  • Jones, B.S.(2009). Examining Information Behavior Through Social Networks AnInterdisciplinary Review. Journal of Documentation, 65(4): s.582-601.
  • Kenan, A.ve Shiri,A.(2009). Sociability and Social Interaction on Social Networking Websites. Library Review, 58(6): s.428-446.
  • Khamis, S., Ang, L. ve Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2): s.191-208, DOI: 10.1080/19392397.2016.1218292
  • Kimchi, J., Polivka, B., ve Stevenson, J.S. (1991). Triangulation: Operational Definitions: Nursing Research. The Journal of Educational Technology, 40(6): s.364-386.
  • Kimmons, R., Veletsianos, G., ve Woodward, S. (2016). Innov. High Educ.. British Journal of Educational Technology, 42(3): s. 97. https://doi.org/10.1007/s10755-016-9375-6
  • Lei, L., Yuato, L., ve Luo, Y. (2019). Production and Dissemination of Corporate Information in Social Media: A review. Journal of Accounting Literature, 42(6): s.29-43.
  • Lietsala, K., Sirkkunen, E. (2008). Social Media: Introduction to the tools and processes of participatory economy. Tampere: Tampere University Press.
  • Manovich, L. (2001). The Language of New Media. Cambridge, Mass.: MIT Press.
  • Moreno, Jacob Levy. (1934). Who Shall Survive?. New York, USA: Beacon Press.
  • Page, R. (2012). The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags. Discourse& Communication, 6(2): s.181–201, DOI: 10.1177/1750481312437441
  • Palmer, S. (2013). Characterisation of the use of Twitter by Australian universities. Journal of Higher Education Policy and Management, 35: s.333–344.
  • Roebuck, D. B., Siha, S. ve Bell, R. L. (2013). Faculty Usage of Social Media and Mobile Devices: Analysis of Advantages and Concerns. Interdisciplinary Journal of E-Learning and Learning Objects, 9(1): s.171-192.
  • Rutter, R., Roper, S. ve Lettice, F. (2016). Social Media Interaction, the University Brand and Recruitment Performance. Journal of Business Research, Elsevier, 69(8): s.3096-3104.
  • Ryan, J. A. (2010). History of The Internet and The Digital Future. London: Reaktion Books.
  • Safko, L., ve Brake, D. K. (2009). The Social Media Bible: Tactics, Tools, and Strategies for Business Success. New Jersey: John Wiley and Sons.
  • Scott, J. (1991). Social network analysis: A handbook. London, UK: Sage Publications.
  • Senfit, T.M. (2008). Camgirls: celebrity and community in the age of social networks. New York: Peter Lang.
  • Yıldırım, A. ve Şimşek, H. (2011). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Yolcu, Ö. (2013). Twitter Usage of Universities in Turkey. The Turkish Online Journal of Educational Technology (TOJET), 12(2): s.360-371.

Üniversite Yönetimi ve Öğrenci İletişiminde Sosyal Medya Kullanımı: Fenomen Rektörler

Year 2019, , 269 - 297, 31.12.2019
https://doi.org/10.31123/akil.534613

Abstract

2000’li yıllarda, dijital iletişimin
ortaya çıkardığı paradigma değişikliğini fark ederek sosyal medya kullanımının
avantajlarını ve önemini kavrayan yükseköğretim yöneticileri sosyal medyayı bir
iletişim kanalı olarak kullanmaya başlamışlardır.

Türkiye’de rektörler, genelde,
sosyal medya platformlarından iletişim kurmaya en uygun ortamlardan biri olan
ve mobil teknolojilerden de erişim sağlanabildiği için, kolaylığına ek olarak
yaygın bir şekilde kullanılan Twitter yoluyla iletişimi tercih etmektedir.
Rektörlerin iç ve dış paydaşlarla iletişim ve etkileşim kurmak için Twitter’ı
kullanmaları, sık sık gerek ulusal gerekse yerel basında kendine yer bularak,
bu kanalı tercih eden rektörlerin fenomen haline gelmesine neden olmuştur.

Bu araştırmanın amacı, öğrencilerle
sosyal medya kanalıyla iletişim kurarak fenomen haline gelen rektörlerin
Twitter kullanım özelliklerini incelemektir. Araştırmanın örneklemi amaçlı örneklem yöntemi ile
seçilmiştir.
Araştırma nitel olarak desenlenmiş bir durum çalışmasıdır.
Veriler doküman incelemesi yöntemi ile toplanarak, betimsel analiz yöntemiyle
incelenmiştir.

Bulgular tweet türleri, iletişimin
interaktifliği, tweetlerin içerikleri, kullanılan dil, öğrenci istek ve
beklentilerine ne ölçüde cevap verdiği başlıkları altında incelenmiştir.











Araştırmadan elde edilen bulgulara
göre, rektörlerin Twitter’ı bir iletişim aracı olarak kullanmalarının
tanınırlıklarına etki etmekle birlikte, bağlı bulundukları üniversitelerin
marka değerini yükseltmede etkili olduğu sonucuna ulaşılmıştır. Ayrıca istek,
sorun ve şikayetlerine cevap alabilen öğrencilerin eğitim motivasyonlarının
olumlu yönde etkilendiği ve üniversiteye yönelik kurumsal aidiyet duygularının
arttığı gözlemlenmiştir.

References

  • Agostino, D. ve Arnaboldi, M. (2016). Social media implementation in higher education institutions between mimicry and professionalism. XXVII RSA AiIG 2016, Bergamo (Italy). https://core.ac.uk/download/pdf/83102295.pdf
  • Barhorst, J. B., McLean, G., Brooks, J., ve Wilson, A. (2019). Everyday micro-influencers and their impact on corporate brand reputation. 21st ICIG Symposium, 2019-06-04 - 2019-06-06, Durham Business School.
  • Barnes, N. G., ve Lescault, A. M. (2013). College presidents out-blog and out-tweet corporate CEO’s. UMass Center for Marketing Research. http://www.umassd.edu/cmr/socialmediaresearch/collegepresidentsoutblog/
  • Blumberg, H. ve Hare, P. A. (1999). Sociometry Applied to Organizational Analysis: A Review. Action  Methods, 52(1): s.65-97.
  • Breakenridge, D. (2008). PR 2.0: New Media, New Tools, New Audiences. New Jersey: FT Press.
  • Cantoni, L. ve Tardini, L. (2008). The Problem of Communication. P. C.
  • Doğru, Y.B. ve Doğru, S. (2015). Bir Halkla İlişkiler Aracı Olarak Twitter: Rektörlerin Twitter Kullanım Analizi. 1. Ulusal Toplumsal ve Kurumsal Çatışmalar Çözümler Kongresi, Düzce Üniversitesi.18 Ocak 2018 tarihinde http://akademikpersonel.kocaeli.edu.tr/yusuf.dogru/bildiri/yusuf.dogru13.10.2015_16.41.11bildiri.pdf adresinden edinilmiştir.
  • Eysenbach, G. ve Till, J.E. (2001). Ethical issues in qualitative research on internet communities. British Medical Journal, 323(2): s. 1103–1105.
  • Finin, T., Ding L., Zhou, L. J. ve Anupam, L. (2005). Social Networking on the semantic Web. The Learning Organization, 12(5): s.418-435.
  • Hearn, A. ve Schoenhoff, S. (2016). From celebrity to influencer: tracing the diffusion of celebrity value across the data stream. P. David Marshall ve S. Redmond, (Ed.) A companion to celebrity. Chichester: John Wiley & Sons. s.194–212.
  • Hewson, C., Vogel, C. ve Laurent, D. (2015). Internet research methods. London: Sage. https://doi. org/10.1515/9783110271355-016.
  • Hootsuite. (2018). 2018 Yılı Sosyal Medya Kullanım İstatistikleri. Erişim adresi https://blog.hootsuite.com/twitter-demographics/. İnterpress. (2017). Rektörlerin Yerel ve Ulusal Başında Çıkan Haber Sayıları. Görüşme tarihi: 18.12.2017
  • Jones, B.S.(2009). Examining Information Behavior Through Social Networks AnInterdisciplinary Review. Journal of Documentation, 65(4): s.582-601.
  • Kenan, A.ve Shiri,A.(2009). Sociability and Social Interaction on Social Networking Websites. Library Review, 58(6): s.428-446.
  • Khamis, S., Ang, L. ve Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2): s.191-208, DOI: 10.1080/19392397.2016.1218292
  • Kimchi, J., Polivka, B., ve Stevenson, J.S. (1991). Triangulation: Operational Definitions: Nursing Research. The Journal of Educational Technology, 40(6): s.364-386.
  • Kimmons, R., Veletsianos, G., ve Woodward, S. (2016). Innov. High Educ.. British Journal of Educational Technology, 42(3): s. 97. https://doi.org/10.1007/s10755-016-9375-6
  • Lei, L., Yuato, L., ve Luo, Y. (2019). Production and Dissemination of Corporate Information in Social Media: A review. Journal of Accounting Literature, 42(6): s.29-43.
  • Lietsala, K., Sirkkunen, E. (2008). Social Media: Introduction to the tools and processes of participatory economy. Tampere: Tampere University Press.
  • Manovich, L. (2001). The Language of New Media. Cambridge, Mass.: MIT Press.
  • Moreno, Jacob Levy. (1934). Who Shall Survive?. New York, USA: Beacon Press.
  • Page, R. (2012). The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags. Discourse& Communication, 6(2): s.181–201, DOI: 10.1177/1750481312437441
  • Palmer, S. (2013). Characterisation of the use of Twitter by Australian universities. Journal of Higher Education Policy and Management, 35: s.333–344.
  • Roebuck, D. B., Siha, S. ve Bell, R. L. (2013). Faculty Usage of Social Media and Mobile Devices: Analysis of Advantages and Concerns. Interdisciplinary Journal of E-Learning and Learning Objects, 9(1): s.171-192.
  • Rutter, R., Roper, S. ve Lettice, F. (2016). Social Media Interaction, the University Brand and Recruitment Performance. Journal of Business Research, Elsevier, 69(8): s.3096-3104.
  • Ryan, J. A. (2010). History of The Internet and The Digital Future. London: Reaktion Books.
  • Safko, L., ve Brake, D. K. (2009). The Social Media Bible: Tactics, Tools, and Strategies for Business Success. New Jersey: John Wiley and Sons.
  • Scott, J. (1991). Social network analysis: A handbook. London, UK: Sage Publications.
  • Senfit, T.M. (2008). Camgirls: celebrity and community in the age of social networks. New York: Peter Lang.
  • Yıldırım, A. ve Şimşek, H. (2011). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
  • Yolcu, Ö. (2013). Twitter Usage of Universities in Turkey. The Turkish Online Journal of Educational Technology (TOJET), 12(2): s.360-371.
There are 31 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Murat Ertan Doğan 0000-0001-6668-5952

Gaye Topa Çiftçi This is me 0000-0003-2013-0956

Publication Date December 31, 2019
Submission Date March 1, 2019
Published in Issue Year 2019

Cite

APA Doğan, M. E., & Topa Çiftçi, G. (2019). Üniversite Yönetimi ve Öğrenci İletişiminde Sosyal Medya Kullanımı: Fenomen Rektörler. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(32), 269-297. https://doi.org/10.31123/akil.534613