Sivil Toplum Kuruluşlarının Sosyal Medyada İlişki Kurma ve İletişim Stratejileri: Yeşilay Türkiye Facebook Sayfası Örneği

Yıl 2020, Cilt: 7 Sayı: 1, 149 - 168, 24.01.2020

Esra Bozkanat

https://doi.org/10.17680/erciyesiletisim.595111

Cited By: 1

Öz

Sosyal medya, kâr amacı gütmeyen kuruluşlar için çok sayıda paydaşa hızlı, verimli ve
halka açık bir şekilde ulaşması için elverişli bir iletişim platformudur. STK’lar, sosyal
medya aracılığıyla, belirlenen hedef için diyaloğu etkin bir şekilde güçlendirerek hedefe
ilerlemeyi kolaylaştırmaktadır. Sivil toplum kuruluşlarının (STK) sosyal medyayı
etkin şekilde kullanmaya başlamaları bu alanı incelenmesi gereken bir mecraya
dönüştürmüştür. Sosyal medyanın ilişki kurma, kendini özgürce ifade etme, paydaş
kazanma, hedef kitleye kolayca erişme gibi sunduğu çeşitli imkânlar, her geçen gün
kullanım alanını genişletmesine neden olmaktadır.
Bu çalışmada, sivil toplum kuruluşlarının stratejik iletişim ve ilişki kurma stratejileri
bağlamında sosyal medya kullanımları incelenmiştir. Türkiye’nin en eski STK’larından
Yeşilay’ın Facebook sayfasında bir yıl süreyle paylaşılan gönderiler içerik analizi yöntemi
ile kategorilere ayrılmıştır. Bu ana kategoriler; Bağımlılıkla ilgili paylaşımlar Sigara
ve tütün bağımlılığı, sosyal medya bağımlılığı, teknoloji bağımlılığı, alkol ve madde
bağımlılığı, kumar bağımlılığı ve tüm bağımlılıkları ortak ele alan paylaşımlardır) ve
Diğer paylaşımlardır (Bağış ve Gönüllülük Çağrısı, Sağlıklı yaşam, Genel Duyurular, Spor
ve Sanat). Çalışmada ayrıca Yeşilay’ın ilişki kurma stratejileri olan “açıklık”, “bilgi yayma”
ve “katılım” bileşenleri incelenmiştir. İlişki kurma bileşen analizinin sonuçları, Yeşilay
Türkiye Facebook sayfasının “katılım” ve “bilgi yayma” bileşenini tam olarak yerine
getirdiğini göstermiştir. İçerik analizi sonucunda ise Yeşilay Türkiye Facebook sayfasının
en çok hedef kitlelerine faaliyetlerini duyurma amaçlı kullandığı ortaya çıkmıştır.

Anahtar Kelimeler

Sosyal medya, Facebook, Stratejik İletişim, İlişki kurma, Bağımlılık, Bağımlılık, Yeşilay

Communication and Engagement Strategies of NPO’s on Social Media: The Case of The Green Crescent Turkey Facebook Page

Öz

Social media provides a communication platform for non-profit organizations (NPO) to
reach a large number of stakeholders quickly, efficiently and publicly. NPOs make it easier
to strength dialogue effectively through social media. The fact that non-governmental
organizations started to use social media effectively turned this field into a medium to
be examined. The various opportunities offered by social media such as establishing
relationships, expressing oneself freely, gaining stakeholders, and easily reaching the
target audience causes expanding its usage area day by day.
In this study, the use of social media in the context of strategic communication and
engagement strategies of non-governmental organizations was examined. Shared posts
that are shared in a one-year period are divided into categories by content analysis
method. These main categories are; Addiction related posts (cigarette and tobacco
addiction, social media addiction, technology addiction, alcohol and drug addiction,
gambling addiction and all addictions together) and Other posts (Call for Donations
and Volunteers, Healthy Living, General Announcements, Sports and Arts). In addition,
engagement strategies of Yeşilay were examined in the context of “disclosure”,
“information dissemination” and “involvement”. Engagement components have shown
that Facebook account “participation” and “information dissemination” component were
fully used. As a result, the content analysis has shown that Yeşilay Turkey Facebook page
was mostly used in order to announce their activities. 

Anahtar Kelimeler

Social media, Facebook, Strategic communication, Engagement strategies, Addiction, Green Crescent

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