Sosyal medyada kurumsal itibar yönetiminde X platformu kullanımı: Türkiye otomotiv sektörü örneği

Öz

2000’li yıllarla birlikte hızla yaygınlaşan sosyal medya platformları, kurumların iletişim pratiklerini ve kurumsal itibar yönetimi süreçlerini önemli ölçüde dönüştürmüştür. Bu çalışmanın amacı, Türkiye’de faaliyet gösteren otomotiv sektörünün önde gelen markalarının sosyal medya platformlarından X’i kurumsal itibar iletişimi bağlamında nasıl kullandıklarını ortaya koymaktır. Araştırma kapsamında ISO 500 listesinde 2023 yılı verilerine göre ilk 500 sanayi kuruluşu arasında yer alan otomotiv sektörünün üç büyük temsilcisi olan Ford, Toyota ve Renault Türkiye’nin X (eski adıyla Twitter) hesaplarında paylaştıkları gönderiler incelenmiştir. Çalışmada, markaların 2024 yılı Eylül ayı itibarıyla geriye dönük olarak paylaştıkları 100’er adet gönderi içerik analizi yöntemi kullanılarak analiz edilmiştir. Elde edilen bulgular, her üç markanın da X platformundaki paylaşımlarının görece düşük etkileşim oranlarına sahip olduğunu göstermektedir. Ayrıca markaların platformu ağırlıklı olarak ürün ve ürün özelliklerinin tanıtımına yönelik bir iletişim aracı olarak kullandıkları tespit edilmiştir. Bununla birlikte, markaların X platformundaki iletişim pratiklerinin halkla ilişkiler literatüründe Grunig ve Hunt tarafından ortaya konulan halkla ilişkiler modellerinden iki yönlü asimetrik iletişim modeli ile büyük ölçüde örtüştüğü görülmüştür. Araştırma bulguları, incelenen markaların X platformunu tüketicilerle etkileşim kurmaya yönelik bir iletişim ortamı olarak kullanmaktan ziyade, daha çok ürün ve yeniliklerin duyurulduğu kurum merkezli bir iletişim kanalı olarak değerlendirdiklerini göstermektedir. Bu bağlamda markaların sosyal medya platformlarını kurumsal itibar iletişimini güçlendirecek şekilde daha etkileşimli ve iki yönlü iletişime açık stratejilerle kullanmalarının dijital itibar yönetimi açısından önemli olduğu değerlendirilmektedir.

Anahtar Kelimeler

• kurumsal itibar
• sosyal medya
• x platformu (twitter)
• otomotiv sektörü
• içerik analizi

Etik Beyan

Bu makalede sunulan araştırmanın tasarımı, yürütülmesi ve raporlanması sırasında tüm etik ilkeler ve standartlar titizlikle gözetilmiştir. Çalışma, ilgili tüm ulusal ve uluslararası etik kurallara, yönergelere ve standartlara uygun olarak gerçekleştirilmiş olup, insan katılımcıları içermemektedir. Araştırma verileri doğru, eksiksiz ve şeffaf bir şekilde sunulmuş, hiçbir veri üzerinde manipülasyon veya tahrifat yapılmamıştır.

Teşekkür

Gerek sosyal gerekse akademik hayatımızda bize her zaman en güzel şekilde örnek olmuş rahmetli babamız akademisyen İbrahim ÖZGÜR'e sonsuz teşekkürlerimizle.

Using the X Platform for corporate reputation management on social media: The Case of the Turkish automotive sector

Öz

Social media platforms, which rapidly gained popularity in the 2000s, have significantly transformed corporate communication practices and corporate reputation management processes. The aim of this study is to reveal how leading brands in the automotive sector operating in Turkey use the social media platform X in the context of corporate reputation communication. Within the scope of the research, posts shared on the X (formerly Twitter) accounts of Ford, Toyota, and Renault Turkey, three major representatives of the automotive sector ranked among the top 500 industrial organizations according to 2023 data in the ISO 500 list, were examined. The study analyzed 100 posts shared by each brand up to September 2024 using content analysis methods. The findings show that all three brands' posts on the X platform have relatively low engagement rates. It was also determined that the brands primarily use the platform as a communication tool for promoting their products and product features. However, it was observed that the brands' communication practices on the X platform largely correspond to the two-way asymmetric communication model proposed by Grunig and Hunt in the public relations literature. The research findings show that the brands examined evaluate the X platform more as an institution-centered communication channel for announcing products and innovations rather than as a communication environment for interacting with consumers. In this context, it is considered important for digital reputation management that brands use social media platforms with more interactive and two-way communication strategies that strengthen corporate reputation communication.

Anahtar Kelimeler

• corporate reputation
• social media
• platform x (twitter)
• automotive sector
• content analysis

Kaynakça

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