“İyiliğe” Dijital Davet; Uluslararası Kızılhaç ve Kızılay Hareketi’nin Sosyal Medya Hesaplarına Yönelik Bir İnceleme

Abstract

Bugünün dünyasında gerek bireylerin gerek kurumların çift yönlü iletişime dayalı sosyal mecralardaki varlığı bir tercih değil zorunluluğa dönüşmüştür. Sosyal medya, mesajların ilgili hedef kitle seçilerek zaman ve mekandan bağımsız gönderilebilmesi, bilginin yayılması, hızlı geribildirimler alabilme, ölçümleme gibi olanaklarıyla “kaynak” ile “alıcı” arasındaki iletişimi sürekli taze tutma becerisine sahiptir. Bağışçılık ve gönüllük temelli desteğe ihtiyaç duyan ve toplumsal bir fayda yaratmayı amaçlayan Sivil Toplum Kuruluşları için de sosyal medyanın sunduğu olanaklar, toplum ilgisine yönelik bariyerleri aşma noktasında önemli fırsatlar sunmaktadır. Bu araştırmanın amacı Kızılay ve Kızılhaç hareketlerinin sosyal medya hesaplarının stratejik iletişim bağlamında nasıl şekillendiğini saptamak ilişki kurma bileşenlerindeki benzerlik ve farklılıklarını ortaya koymaktır.

Keywords

• Sivil Toplum Örgütü; Stratejik İletişim; Sosyal Medya
• Diyalojik İletişim
• Sivil Toplum

Digital Invitation to “Goodness”; A Review on the Social Media Accounts of the International Red Cross and Red Crescent Movement

Abstract

In today's world, the existence of both individuals and institutions in social media based on two-way communication has turned into a necessity, not a choice. Social media has the ability to keep the communication between the "source" and the "recipient" constantly fresh, with opportunities such as sending messages independent of time and place by selecting the relevant target audience, disseminating information, receiving quick feedback, and measuring. For Non-Governmental Organizations that need donations and volunteer-based support and aim to create a social benefit, the opportunities offered by social media offer important opportunities to overcome the barriers to community interest. The aim of this research is to determine how the social media accounts of the Red Crescent and Red Cross movements are shaped in the context of strategic communication and to reveal the similarities and differences in the components of establishing relationships.

Keywords

• Non-Governmental Organization; Strategic Communication; Social Media
• Dialogic Communication
• Civil Society

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