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Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi

2146-3301 2146-3301

Gümüşhane Üniversitesi

10.19145/e-gifder.330682

DİYALOGSAL HALKLA İLİŞKİLER BAĞLAMINDA SOSYAL MEDYA KULLANIMI: TÜRKİYE’DE İLK 100’DE YER ALAN ŞİRKETLER ÜZERİNE BİR İNCELEME

SOCIAL MEDIA USAGE IN THE CONTEXT OF DIALOGICAL PUBLIC RELATIONS: A RESEARCH ON THE TOP 100 COMPANIES IN TURKEY

Türkal

İhsan

Galatasaray Üniversitesi, İletişim Fakültesi, HİT Bölümü Güllüpunar

Hasan

09 29 2017

5 2 591 618 07 25 2017 10 11 2017

2011

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi

Halkla ilişkiler teori ve uygulamasınıngeldiği son nokta bakımından ortaya çıkan yeni anlayış, örgütlerle paydaşlarıarasında diyaloğa dayalı iletişimi merkeze alan karşılıklı anlayış, güven vedesteğin geliştirilip sürdürülmesidir. Küresel düzeyde kitleler tarafındanyaygın bir şekilde kullanılan sosyal medya araçları, diyaloğa ve etkileşimedayalı bir iletişim ortamını halkla ilişkilerin hizmetine sunmaktadır.Örgütlerin stratejik bir iletişim anlayışı olarak benimseyip kullanmasıdurumunda sosyal medya araçları diyalogsal halkla ilişkilere önemli katkılarsağlayacak bir ortam oluşturmaktadır. Çalışmada,örgütlerin iletişim kurmak ve ilişki inşa etmek doğrultusunda sosyal medyaortamında diyalogsal halkla ilişkiler anlayışından yararlanıp yararlanmadığı,yararlanılmaktaysa bunu ne ölçüde gerçekleştirdikleri sorularına cevaparanmaktadır. Bu sorulara açıklık kazandırmak amacıyla araştırmada Türkiye’debüyüklük bakımından ilk 100’de yar alan kuruluşların, sosyal medya araçlarınıne ölçüde diyalogsal halkla ilişkiler anlayışına uygun kullandığıincelenmektedir. Kent ve Taylor tarafından ortaya konan ilkeler üzerindengerçekleştirilen içerik analizi sonucunda elde edilen bulgular bu kuruluşlarınsosyal medya araçlarının diyalogsal potansiyelinden yeterince yararlanamadıklarınıgöstermektedir. Bu durumun nedenleri çeşitli yazarlar tarafından ileri sürülengörüşler etrafında tartışılmaktadır.

New paradigm, emerging in the last phaseof the public relations theory and practice is to develop and sustain mutualunderstanding, trust and support based on dialogical communication betweenorganizations and their stakeholders. Social media tools which globally used bythe masses present a dialogic and interactive medium to public relations.Social media tools constitute a platform which enable dialogic public relationsto contribute considerably provided that organizations should adopt and use itas a strategic communication approach. This work seeks answers for thequestions if organisations take advantage of dialogic public relations conceptso as to communicate and build relationships with publics in social media toolsand if so, to what extent they are able to achive it. In order to answer andexplicate the questions, raised this work analysed social media tools, used bytop 100 corporations, ranked by total sales in Turkey in terms of dialogicpublic relations concept. The findings, obtained through content analysis basedupon dialogic public relations principles, introduced by Kent and Taylor(1998), suggest that the corporations do not utilize sufficiently the dialogicpotential of social media tools. The causes of the case are discussed based onthe ideas argued by various scholars.

Diyalog diyalogsal halkla ilişkiler halkla ilişkiler halkla ilişkiler 2.0 sosyal medya Facebook Twitter

Dialogue diyalogical public relations public relations public relations 2.0 social media Facebook Twitter

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