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

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)

Kaynakça

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