Corporate Social Media Management: Strategic Approaches in Leading Turkish Companies

Abstract

Developing and implementing a social media strategy has become essential for contemporary businesses seeking sustainable success. Social media platforms offer numerous benefits, including direct customer engagement, enhanced brand awareness, increased sales, and a strengthened digital presence. In this study, the social media content shared by the five largest Turkish companies in terms of market capitalization (QNB Finansbank, Koç Holding, Turkish Airlines, Ford Otosan, and Türkiye İş Bankası), based on data shared by Companies MarketCap, is analysed to elucidate corporate social media management and strategies. The companies’ official Instagram and Twitter accounts were examined between March 5, 2025, and April 5, 2025. Content analysis was conducted and tabulated using numerical data. In this study, companies' social media content was categorized into five groups: social responsibility, celebration-awards, product/service promotion, special days, and career/education. In addition to contributing to the literature, this study also offers some solution proposals for companies regarding corporate social media management and the strategies they should follow.

Keywords

• Social Media
• Instagram
• Twitter
• Company
• Strategy

Kurumsal Sosyal Medya Yönetimi: Önde Gelen Türk Şirketlerinde Stratejik Yaklaşımlar

Öz

Sosyal medya stratejisi geliştirmek ve uygulamak, sürdürülebilir başarı arayan çağdaş işletmeler için vazgeçilmez hale gelmiştir. Sosyal medya platformları, müşterilerle doğrudan etkileşim kurma, marka bilinirliğini, satışları artırma ve dijital varlıkların güçlendirilmesi gibi sayısız faydalar sunmaktadır. Bu çalışmada Companies MarketCap tarafından paylaşılan verilere göre piyasa değeri açısından en büyük 5 Türk şirketinin (QNB Finansbank, Koç Holding, Turkish Airlines, Ford Otosan ve Türkiye İş Bankası) sosyal medyadaki içerik paylaşımları verilerek kurumsal sosyal medya yönetimi ve stratejileri açıklanmaya çalışılmıştır. Araştırmaya konu olan bu şirketlerin resmi Twitter ve Instagram hesapları 05 Mart 2025 – 05 Nisan 2025 tarihleri arasında gözden geçirilerek içerik analizleri yapılmış ve nicel veriler aracılığıyla tablolaştırılmıştır. Çalışmada, işletmelerin sosyal medya uygulamaları sosyal sorumluluk, kutlama-ödül töreni, ürün-hizmet tanıtımı, özel günler ve kariyer-eğitim olmak üzere beş kategoriye ayrılmıştır. Çalışmanın literatüre katkı sunmasının yanı sıra şirketlere kurumsal sosyal medya yönetimi ve bu konuda izlenmesi gereken stratejilere yönelik birtakım çözüm önerileri de sunulmuştur.

Anahtar Kelimeler

• Sosyal Medya
• Instagram
• Twitter
• Şirket
• Strateji

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