TEMA, TEGV ve LÖSEV Bağlamında STK'ların Sosyal Medya Kullanım Stratejilerinin İncelenmesi

Yıl 2025, Cilt: 16 Sayı: 32, 108 - 121, 30.11.2025

Meriç Altaylı , Zehra Bozbay

https://doi.org/10.47129/bartiniibf.1697566

Öz

Sosyal medya, sivil toplum örgütlerinde farkındalığı artırmak, geniş kitlelere ulaşmak ve gönüllü olma isteği yaratmak amacıyla kullanılan önemli bir dijital pazarlama aracıdır. Bu çalışma ile Türkiye'de çevre, sağlık ve eğitim alanlarında faaliyet gösteren sivil toplum örgütlerinden üç vakıf seçilmiş ve ilgili vakıfların sosyal medyayı nasıl kullandıkları ve hangi içerikleri öne çıkardıkları belirlenmiştir. Farklı alanlarda faaliyet gösteren vakıfların seçilmesi karşılaştırılabilirlik açısından önemlidir. Bu bağlamda TEGV, TEMA ve LÖSEV vakıfları ele alınmıştır. İlgili vakıfların bir ay boyunca X (Twitter) platformunda yaptıkları paylaşımlar incelenmiştir. X platformundaki tweetler, iletişim türlerine göre sınıflandırılarak analiz edilmesi amacıyla, nitel araştırma yöntemlerinden içerik analizine başvurulmuştur. MAXQDA programı üzerinden analiz yapılmıştır. Bu çalışma ile sivil toplum örgütlerinin sosyal medya aracılığıyla dijitalleşme süreçlerini nasıl benimsedikleri konusunda literatüre katkıda bulunması amaçlanmaktadır. Diğer sivil toplum örgütlerine sosyal medya stratejilerini geliştirmelerinde yol gösterici tavsiyelerde bulunacağı düşünülmektedir.

Anahtar Kelimeler

Sosyal Medya , Sivil Toplum Kuruluşları , STK , Dijitalleşme , İçerik Analizi , X (Twitter)

Examining Social Media Usage Strategies of NGOs in the Context of TEMA, TEGV, and LÖSEV

Öz

Social media is an important digital marketing tool used in non-governmental organizations (NGOs) to increase awareness, reach large audiences, and create a desire to volunteer. In this study, three foundations from non-governmental organizations operating in the fields of environment, health, and education in Turkiye are selected and it is determined how the relevant foundations use social media and what content they highlight. Choosing foundations operating in different fields is important for comparability. In this context, TEGV, TEMA, and LÖSEV foundations were scrutinized. The posts shared by the relevant foundations on the X (Twitter) platform over a period of one month were examined. Tweets on the X platform were analyzed by classifying them according to communication types. For this purpose, a content analysis was carried out by examining the foundations' X pages via MAXQDA. It is aimed to contribute to the literature on how non-governmental organizations adopt digitalization processes through social media. It is thought that this study will provide guiding advice to other non-governmental organizations in developing their social media strategies.

Anahtar Kelimeler

Social Media , Non-Governmental Organizations , NGOs , Digitalization , Content Analysis , X (Twitter)

Etik Beyan

There is no need for any ethics committee approval within the scope of the study.

Kaynakça

• Akkurt, S. (Ed.). (2014). İYTE Bülten (Sayı 18, Nisan). İzmir Yüksek Teknoloji Enstitüsü. https://iyte.edu.tr/wp-content/uploads/2018/12/sayi18.pdf
• Ali, I., Balta, M., and Papadopoulos, T. (2023). Social media platforms and social enterprise: Bibliometric analysis and systematic review. International Journal of Information Management, 69, 102510.
• Alonso-Cañadas, J., Galán-Valdivieso, F., Saraite-Sariene, L., and Caba-Perez, M. D. C. (2019). Unpacking the drivers of stakeholder engagement in sustainable water management: NGOs and the use of Facebook. Water, 11(4), 775.
• Altar, O. and Topsumer, F. (2023). Sosyal Medyada Etkileşim: Çevreci Sivil Toplum Kuruluşları Üzerine Bir İnceleme. İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi, 11(23), 1-31.
• Ardahan, F. (2010). Sivil toplum kuruluşlarının etkin yönetimi için stratejik işbirliği ve Türkiye Eğitim Gönüllüleri Vakfı (TEGV) Suna-İnan Kıraç Antalya Eğitim Parkı Örneği. Uluslararası İnsan Bilimleri Dergisi, 7(2), 210-233.
• Armstrong, C. and Butcher, C. (2018). Digital civil society: How Nigerian NGOs utilize social media platforms. International Journal of Politics, Culture, and Society, 31, 251-273.
• Boyd, D. M. and Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.
• Cano-Marin, E., Mora-Cantallops, M., and Sánchez-Alonso, S. (2023). Twitter as a predictive system: a systematic literature review. Journal of Business Research, 157, 113561.
• Desai, V. (2024). Role of non-governmental organisations (NGOs). In The companion to development studies (pp. 149-155). Routledge.
• Dimitrova, D., Heidenreich, T., and Georgiev, T. A. (2024). The relationship between humanitarian NGO communication and user engagement on Twitter. new media & society, 26(5), 2514-2534.
• Domo (April, 2022). Data Never Sleeps 10.0. https://www.domo.com/data-never-sleeps.
• El Chaarani, H. and Raimi, L. (2022). Determinant factors of successful social entrepreneurship in the emerging circular economy of Lebanon: exploring the moderating role of NGOs. Journal of Entrepreneurship in Emerging Economies, 14(5), 874-901.
• Fischer-Preßler, D., Marx, J., Bunker, D., Stieglitz, S., and Fischbach, K. (2023). Social media information governance in multi-level organizations: How humanitarian organizations accrue social capital. Information & Management, 60(7), 103838.
• Fownes, J. R., Yu, C., and Margolin, D. B. (2018). Twitter and climate change. Sociology Compass, 12(6), e12587.
• Gu, B. and Ye, Q. (2013). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570–582.
• Lovejoy, K., Waters, R. D., and Saxton, G. D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. Public relations review, 38(2), 313-318.
• Ma, Y. (2022). Role of communication strategies in organizational commitment, mediating role of faculty engagement: Evidence from English language teachers. Frontiers in psychology, 13, 921797.
• Rahman, S., and Tasnim, F. (2023). The role of NGOs in ensuring local governance in Bangladesh: From the perception of other actors of governance. Asia-Pacific Journal of Regional Science, 7(3), 1007-1034.
• Robertson, C. (2023). Here’s what our research says about news audiences on Twitter, the platform now known as X. Reuters Institute for the Study of Journalism, 25.
• Teegen, H., Hildy, J. P., and Vachani, S. (2004). The importance of nongovernmental organizations (NGOs) in global governance and value creation: An international business research agenda. Journal of International Business Studies, 35(5), 463-483.
• Tripathi, S. and Verma, S. (2017). Analysing technological dimensions for engagement with NGOs on social media. The International Journal Research Publications Research Journal of Social Science and Management, 7(4), 174-184
• Waters, R. D. and Jamal, J. Y. (2011). Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates. Public Relations Review, 37(3), 321–324.
• Yıldırım, K. and Ayna, Y. E. (2018). The role of non-governmental organizations in environmental governance in Turkey. Adam Academy Journal of Social Sciences, 8(2), 409-431.
• Zhang, Y., Dong, C., and Cheng, Y. (2023). How do nonprofit organizations (NPOs) effectively engage with the public on social media? Examining the effects of interactivity and emotion on Twitter. Internet Research, 33(2), 550-577.
• Zhou, H. and Pan, Q. (2016). Information, community, and action on Sina-Weibo: How Chinese philanthropic NGOs use social media. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 27, 2433-2457.