MEASURING THE EFFECTIVENESS OF SOCIAL MEDIA: AN INVESTIGATION OF COMPANIES’ TWITTER USE

Yıl 2020, Cilt: 20 Sayı: 1, 121 - 146, 24.03.2020

Büşra Ayan , Mustafa Can , Umman Tuğba Gürsoy

https://doi.org/10.11616/basbed.v20i53206.644619

Cited By: 4

Öz

The effective use of social media, which has become an indispensable tool for companies due to the advantages it has achieved in reaching the target group, has become an important issue. In this study, the feeds of Twitter users about competitors in the cosmetics, marketplace and electronic sectors and the feeds shared by the companies’ corporate Twitter accounts during February 2018 were analysed using Social Media Mining method. A success ranking was made by evaluating the measurement criteria of Twitter effectiveness consisting of number of tweets, tweet value, follower gain, number of responses, number of retweets and number of likes and it was determined that the most successful company was from cosmetics and the lowest ranked company was from electronic sector. In order to determine tweet value, Sentiment Analysis was carried out and the number of positive tweets was found to be higher for the cosmetics companies.

Anahtar Kelimeler

Social Media, Social Media Effectiveness, Social Media Mining, Sentiment Analysis

SOSYAL MEDYA ETKİNLİĞİNİN ÖLÇÜMÜ: FİRMALARIN TWITTER KULLANIMINA İLİŞKİN BİR İNCELEME

Öz

Bu çalışmanın amacı farklı sektörlerde faaliyet gösteren lider rakip firmaların sosyal medya etkinliklerinin ölçülmesidir. Bu kapsamda, 2018 Şubat ayı boyunca Twitter kullanıcılarının kozmetik, pazaryeri ve elektronik sektöründe faaliyet gösteren rakip firmalar hakkında yaptıkları paylaşımlar ve bu firmaların kurumsal Twitter hesaplarından yapmış oldukları paylaşımlar Sosyal Medya Madenciliği yöntemi ile analiz edilmiştir. Firmalar hakkındaki tweet sayısı, tweet değeri (olumlu, olumsuz, nötr), takipçi kazanımı, yanıt sayısı, retweet sayısı ve beğeni sayısı başlıklarından oluşan Twitter etkinliğinin ölçüm kriterleri ele alınarak bir başarı sıralaması yapılmış ve en başarılı firmanın kozmetik, en düşük sıralamaya sahip firmanın ise elektronik sektöründen olduğu tespit edilmiştir. Tweet değerini saptayabilmek için Duygu Analizi gerçekleştirilmiştir ve olumlu tweet oranının kozmetik firmaları için daha fazla olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Sosyal Medya, Sosyal Medya Etkinliği, Sosyal Medya Madenciliği, Duygu Analizi

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