TÜRKİYE’DEKİ ÜNİVERSİTELERİN SOSYAL MEDYA KULLANIMLARININ DEĞERLENDİRİLMESİ: TWITTER PAYLAŞIMLARINA YÖNELİK NİTEL BİR UYGULAMA

Yıl 2022, Cilt: 24 Sayı: 1 , 167 - 185 , 30.03.2022

Engin Yücel , Ezgi Karataş Yücel

https://doi.org/10.16953/deusosbil.1034520

Cited By: 1

https://izlik.org/JA94LB95MY

Öz

Sosyal medya platformları, dijital çağın en önemli iletişim araçları olarak görülmektedir. Üniversitelerin kurumsal itibarının yükselmesi ve küreselleşmesi açısından sosyal medyanın kullanılması yeni bir norm olarak ön plana çıkmaktadır. Sosyal medya sayesinde üniversiteler, mevcut ve yeni öğrencilerle iletişim kurmanın yanı sıra dünyanın pek çok farklı bölgesindeki bireyler veya kurumlarla yeni projeler, işbirlikleri ve diğer bilimsel araştırmalar geliştirebilme fırsatını elde etmektedir. Üniversitelerin binlerce takipçiye sahip sosyal medya hesaplarında farklı içeriklere sahip pek çok paylaşım yapılmakla birlikte, diğer sosyal medya hesapları tarafından değerli görülen içerikler etkileşim yaratabilmektedir. Bu nedenle, takipçiler tarafından değerli görülmeyen içeriklerin artması sosyal medya hesabının etkinliğini düşürebilmektedir. Bu doğrultuda, çalışma kapsamında üniversitelerin Twitter hesaplarının içerik analizi yöntemiyle incelenerek yapılan paylaşımların üniversiteler arası kıyaslanması amaçlanmıştır. Bu amaçtan yola çıkarak, Türkiye’de en yüksek küreselleşme skoruna sahip on üniversitenin Nisan – Eylül 2021 tarihleri arasında Twitter hesaplarından yaptığı paylaşımlar incelenerek elde edilen bulgular değerlendirilmiştir. Araştırma bulgularına göre, Türkiye’deki üniversitelerin sosyal medya hesaplarındaki paylaşımlarının odağının tanıtım ve bilgilendirme faaliyetlerinden oluştuğu sonucuna ulaşılmıştır. Akademik faaliyetlerle ilgili paylaşımlara ise yeteri kadar yer ayrılmadığı görülmüştür. Üniversitelerin; paylaşımlarının içeriklerini farklılaştırmalarının ve zenginleştirmelerinin sosyal medya hesabının etkinliğini arttıracağı öngörülmekte olup yapılan paylaşımlarda bilimsel çalışmalara daha fazla yer verilmesi önerilmektedir.

Anahtar Kelimeler

Sosyal Medya , Üniversite , Twitter , Sosyal Medya Kullanımı , İçerik Analizi

EVALUATION OF SOCIAL MEDIA USAGE OF UNIVERSITIES IN TURKEY: A QUALITATIVE APPLICATION FOR TWITTER POSTS

https://izlik.org/JA94LB95MY

Öz

Social media platforms are seen as the most important communication tools of the digital age. The use of social media comes to the forefront as a new norm in terms of increasing the institutional reputation and globalization of universities. Thanks to social media, universities have the opportunity to communicate with current and new students, as well as to develop new projects, collaborations and other scientific research with individuals or institutions in many different parts of the world. While many posts with different content are shared in the social media accounts of universities with thousands of followers, content that is deemed valuable by other social media accounts can create interaction. For this reason, the increase in content that is not considered valuable by the followers can reduce the effectiveness of the social media account. In this direction, within the scope of the study, it is aimed to examine Twitter accounts of universities with content analysis method and to compare the posts made between universities. Based on this purpose, the findings obtained by examining the Twitter accounts of the ten universities with the highest globalization score in Turkey between April and September 2021 were evaluated. According to the research findings, it has been concluded that the focus of posts on social media accounts of universities in Turkey consists of promotion and information activities. It has been observed that there is not enough space for sharing about academic activities. It is predicted that universities' differentiation and enrichment of the content of their posts will increase the effectiveness of their social media accounts, and it is suggested that more scientific studies should be included in to posts.

Anahtar Kelimeler

Social Media , Universities , Twitter , Social Media Usage , Content Analysis

Kaynakça

• Ajina, A. S. (2019). The Perceived Value of Social Media Marketing: An Empirical Study of Online Word-of-Mouth in Saudi Arabian Context. Entrepreneurship and Sustainability Issues, 6(3), 1512–1527. https://doi.org/10.9770/JESI.2019.6.3(32)
• Al-Daihani, S. M., Al-Qallaf, J. S., & AlSaheeb, S. A. (2018). Use of social media by social science academics for scholarly communication. Global Knowledge, Memory and Communication, 6(6/7), 412–424.
• Batool, S. H., Ahmed, W., Mahmood, K., & Saeed, H. (2021). Twitter dialogue: an analysis of Pakistani politicians’ information sharing. Information Discovery and Delivery, ahead-of-p(ahead-of-print). https://doi.org/10.1108/IDD-03-2020-0031
• Benson, V., & Morgan, S. (2018). Measuring The Social Impact: How Social Media Affects Higher Education Institutions. In M. Khosrow-Pour (Ed.), Social Media Marketing: Breakthroughs in Research and Practice (pp. 1167–1184). IGI Global.
• Brown, G. (2008). Social Media 100 Success Secrets: Social Media, Web 2.0 User-Generated Content and Virtual Communities - 100 Most Asked Mass Collaboration Questions. Emereo Pty Ltd.
• Çakaröz, K. M. (2018). Türkiye’deki Üniversitelerin Sosyal Medya Etkililik Düzeylerinin Belirlenmesi. Third Sector Social Economic Review, 53(3), 816.
• Çalışkan, M., & Mencik, Y. (2015). Değişen Dünyanın Yeni Yüzü: Sosyal Medya. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, 50, 254–277.
• Carr, C. T., & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), 46–65.
• Çerçi, Ü. Ö., Canöz, N., & Canöz, K. (2020). Covid-19 Krizi Döneminde Bilgilenme Aracı Olarak Sosyal Medya Kullanımı. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 44, 184–198.
• Chawada, B., Choksi, R., Choksi, S., Dari, U., Pawar, A., & Bansal, R. (2010). Addiction to Social Networking Websites and Its Effect on Life Course of College Going Students in Surat City. National Journal of Community Medicine, 1(2), 174–175.
• Clark, M., & Melancon, J. (2013). The Influence of Social Media Investment on Relational Outcomes: A Relationship Marketing Perspective. International Journal of Marketing Studies, 5(4), 132–142.
• Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia-Social and Behavioral Sciences, 148, 40–57.
• Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of The Social Media As Instruments of Higher Education Marketing: A Segmentation Study. Journal of Marketing for Higher Education, 21(1), 7–24.
• Dabbagh, N., & Reo, R. (2011). Impact of Web 2.0 on Higher Education. In D. W. Surry, J. “Tres” Stefurak, & R. M. J. Gray (Eds.), Technology Integration in Higher Education: Social and Organizational Aspects (pp. 174–187). IGI Global.
• de Aguilera Moyano, M., Batlle, P. F., Fernández, A. B., & others. (2010). La Comunicación Universitaria. Modelos, Tendencias Y Herramientas Para Una Nueva Relación Con Sus Públicos. Revista ICONO14 Revista Científica de Comunicación y Tecnologías Emergentes, 8(2), 90–124.
• Donelan, H. (2016). Social media for professional development and networking opportunities in academia. Journal of Further and Higher Education Social Media for Professional Development and Networking Opportunities in Academia, 40(5), 706–729. https://doi.org/10.1080/0309877X.2015.1014321
• Drury, G. (2008). Opinion Piece: Social Media: Should Marketers Engage and How Can It Be Done Effectively? Journal of Direct, Data and Digital Marketing Practice 2008 9:3, 9(3), 274–277. https://doi.org/10.1057/PALGRAVE.DDDMP.4350096
• Easa, N. F. (2019). Social Media Strategies and Students’ Satisfaction at Egyptian Universities. International Journal of Customer Relationship Marketing and Management (IJCRMM), 10(1), 1–16.
• Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer‐Mediated Communication, 12(4), 1143–1168.
• Eröz, S. S., & Doğdubay, M. (2012). Turistik Ürün Tercihinde Sosyal Medyanin Rolü ve Etik İlişkisi. Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 27(1), 133–157.
• Gilbert, E., & Karahalios, K. (2009). Predicting Tie Strength with Social Media. Proceedings of The SIGCHI Conference on Human Factors in Computing Systems, 211–220.
• Gillin, P. (2008). New Media, New Influencers and Implications for The Public Relations Profession. Journal of New Communications Research, 2(2), 1–10.
• Grosseck, G., & Holotescu, C. (2011). Social media challenges for Academia. In B. Pătruț, L. Mâță, & I.-L. Popa (Eds.), Contemporary Issues in Education and Social Communication: Challenges for Education, Social Work and Organizational Communication (pp. 148–174). München, AVM--Akademische Verlagsgemeinschaft München.
• Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330.
• Hootsuite. (2019). Social Campus Report: A global report on higher education social media usage. https://www.hootsuite.com/resources/social-campus-report?utm_campaign=all-unlocking_the_value_of_social-2019_succeed_with_social-glo-highered----3_trends_unveiled_in_the_hootsuite_social_campus_report_dgp_on24-&utm_source=webinar&utm_medium=webinar
• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizonsorizons, 53(1), 59–68.
• Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding The Functional Building Blocks of Social Media. Business Horizons, 54(3), 241–251.
• Kotler, P., & Armstrong, G. (2018). Pazarlama İlkeleri (E. Gegez (ed.)). Beta Basım Yayım Dağıtım A.Ş.
• Liu, Y., & Tsai, Y.-R. (2012). The Impact of Social Networking Services (SNS) on College Students’ Social Relationship and Private Life. International Journal of Arts and Commerce, 1(4), 1–10.
• Mangold, W. G., & Faulds, D. J. (2009). Social media: The New Hybrid Element of The Promotion Mix. Business Horizons, 52(4), 357–365. https://doi.org/https://doi.org/10.1016/j.bushor.2009.03.002
• Manlow, V. (2010). Inventing the Future: Using The New Media to Transform A University from A Teaching Organization to A Learning Organization. Journal of Interactive Learning Research, 21(1), 47–64.
• Mata, F. J., & Quesada, A. (2014). Web 2.0, Social Networks and E-Commerce as Marketing Tools. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 56–69.
• Merrill, N. (2011). Social Media for Social Research: Applications for Higher Education Communications. In L. A. Wankel & C. Wankel (Eds.), Higher Education Administration with Social Media (Vol. 2, pp. 25–48). Emerald Group Publishing Limited. https://doi.org/10.1108/S2044-9968(2011)0000002005
• Mills, A. J. (2012). Virality in Social Media: The SPIN framework. Journal of Public Affairs, 12(2), 162–169.
• Moghavvemi, S., Sulaiman, A., Jaafar, N. I., & Kasem, N. (2018). Social Media As A Complementary Learning Tool for Teaching and Learning: The Case of Youtube. The International Journal of Management Education, 16(1), 37–42.
• Mostafa, R. B. (2015). Engaging Students via Social Media: Is It Worth The Effort? Journal of Marketing Education, 37(3), 144–159.
• O’Mahony, S., & Meenaghan, T. (1997). The Impact of Celebrity Endorsements on Consumers. Irish Marketing Review, 10(2), 15–24.
• Ohanian, R. (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, 31(1), 46–54.
• Palmer, S. (2013). Characterization of The Use of Twitter by Australian Universities. Journal of Higher Education Policy and Management, 35(4), 333–344.
• Peruta, A., & Shields, A. B. (2017). Social Media in Higher Education: Understanding How Colleges and Universities Use Facebook. Journal of Marketing for Higher Education, 27(1), 131–143.
• Peruta, A., & Shields, A. B. (2018). Marketing Your University on Social Media: A Content Analysis of Facebook Post Types and Formats. Journal of Marketing for Higher Education, 28(2), 175–191.
• Roblyer, M. D., McDaniel, M., Webb, M., Herman, J., & Witty, J. V. (2010). Findings on Facebook In Higher Education: A Comparison of College Faculty and Student Uses and Perceptions of Social Networking Sites. The Internet and Higher Education, 13(3), 134–140. https://doi.org/https://doi.org/10.1016/j.iheduc.2010.03.002
• Sabuncuoğlu, A., & Gülay, H. G. (2014). Sosyal Medyadaki Yeni Kanaat Önderlerinin Birer Reklam Aracı Olarak Kullanımı: Twitter Fenomenleri Üzerine Bir Araştırma. İletişim Kuram ve Araştırma Dergisi, 38, 1–23.
• Saraite-Sariene, L., del Mar Gálvez-Rodríguez, M., Haro-de-Rosario, A., & Caba-Perez, C. (2019). Unpackaging Stakeholders’ Motivation for Participating in The Social Media of The Higher Education Sector. Online Information Review, 43(7), 1151–1168. https://doi.org/10.1108/OIR-09-2018-0273
• Selwyn, N. (2012). Social Media in Higher Education. The Europa World of Learning, 1(3), 1–10.
• Siemens, G., & Matheos, K. (2010). Systemic Changes in Higher Education. Technology & Social Media, 16(1), 3–18.
• Statista. (2019). Social Media Used By Schools for Marketing Worldwide 2019. Statista Research Department. https://www.statista.com/statistics/1150578/social-media-platforms-used-marketing-schools-worldwide/#statisticContainer
• Sutherland, K., Davis, C., Terton, U., & Visser, I. (2018). University Student Social Media Use and Its Influence on Offline Engagement in Higher Educational Communities. Student Success, 9(2), 13–24.
• Tirkkonen, P., & Luoma-aho, V. (2011). Online Authority Communication During An Epidemic: A Finnish Example. Public Relations Review, 37(2), 172–174. https://doi.org/10.1016/J.PUBREV.2011.01.004
• Tuten, T. L. (2008). Advertising 2.0: Social Media Marketing in a Web 2.0 World. Greenwood Publishing Group.
• Voss, K. A., & Kumar, A. (2013). The value of social media: are universities successfully engaging their audience? Journal of Applied Research in Higher Education, 5(2), 156–172.
• Vural, Z., & Bat, M. (2010). Yeni Bir İletişim Ortamı Olarak Sosyal Medya: Ege Üniversitesi İletişim Fakültesine Yönelik Bir Araştırma. Journal of Yasar University, 5(20), 3348‐3382.
• Wankel, C. (2009). Management Education Using Social Media. Organization Management Journal, 6(4), 251–262.
• Yavuz, M. C., & Haseki, M. İ. (2012). Konaklama İşletmelerinde E-Pazarlama Uygulamaları: E-Medya Araçları Temelinde Bir Model Önerisi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 9(2), 116–137.