KRİZ İLETİŞİMİ BAĞLAMINDA ŞİRKETLERİN SOSYAL MEDYA PAYLAŞIMLARI: 6 ŞUBAT DEPREMİ ÖZELİNDE BİR İÇERİK ANALİZİ

Öz

Bu araştırma, doğal afet sonrası şirketlerin Instagram platformundaki kullanıcı etkileşimlerini inceleyen bir içerik analizi üzerine odaklanmaktadır. Çalışmanın amacı 6 Şubat 2023 Kahramanmaraş depremlerinin ardından ülkede faaliyet gösteren şirketlerin Instagram paylaşımlarına gelen kullanıcı yorumlarını inceleyerek, bu yorumların şirketlerin halkla ilişkiler uygulamalarını nasıl etkilediğini değerlendirmektir. Bu, kriz iletişimi ve halkla ilişkiler stratejilerinin geliştirilmesi açısından büyük öneme sahiptir. Bu amaç doğrultusunda araştırmanın ana sorusu “Kullanıcılar depremle ilgili Instagram paylaşımlarına nasıl tepki verdi ve bu durum kamuoyunun şirketlere yönelik algısını nasıl etkiledi?” olarak inşa edilmiştir. İçerik analizi yöntemi seçilmiş olup, amaçlı örnekleme yöntemi kullanılarak farklı kriz iletişimi stratejilerini yansıtan üç farklı şirket incelenmiştir. Elde edilen veriler MAXQDA kullanılarak içerik analizine tabi tutulmuştur. İncelenen şirketlerin Instagram paylaşımlarına gelen kullanıcı yorumları, halkla ilişkiler stratejilerinin etkin bir şekilde uygulanmasının önemini göstermiştir. Özellikle hızlı ve duyarlı bir şekilde tepki veren şirketlerin daha olumlu bir toplum algısı oluşturduğu gözlemlenmiştir. Ayrıca, bağış ve yardım çabalarının kamuoyu tarafından takdir edildiği görülmüştür. Geç reaksiyon vermenin ve yetersiz bağışın olumsuz toplum algısına hatta abonelik iptallerine yol açtığı gözlemlenmiştir. Bu sonuçlar, şirketlerin kriz anlarında etkili bir şekilde iletişim kurmaları gerektiğini ve paydaşlarının beklentilerini karşılamalarının kritik olduğunu göstermektedir.

Anahtar Kelimeler

• Halkla ilişkiler
• Afet iletişimi
• Kriz iletişimi
• Instagram

SOCIAL MEDIA POSTS OF COMPANIES IN THE CONTEXT OF CRISIS COMMUNICATION: A CONTENT ANALYSIS OF THE FEBRUARY 6TH EARTHQUAKE

Öz

This research focuses on a content analysis that examines user interactions on companies’ Instagram platforms following natural disasters. The aim of the study is to evaluate how user comments on Instagram posts made by companies operating in the country after the Kahramanmaraş earthquakes on February 6, 2023, affect the public relations practices of these companies. This is of great importance in terms of crisis communication and public relations strategies. In line with this purpose, the main research question is constructed as “How did users respond to Instagram posts related to the earthquake, and how did this impact public perception of companies?” The content analysis method has been chosen, and three different companies reflecting different crisis communication strategies were examined using purposive sampling. The data obtained were subjected to content analysis using MAXQDA. The user comments on the Instagram posts of the examined companies have shown the importance of effectively implementing public relations strategies. It has been observed that companies that respond quickly and sensitively create a more positive public perception. Additionally, it has been observed that donation and relief efforts are appreciated by the public. Late responses and inadequate donations have been found to lead to negative public perception, including subscription cancellations. These results highlight the need for companies to communicate effectively in times of crisis and meet the expectations of their stakeholders.

Anahtar Kelimeler

• : Public relations
• Disaster communication
• Crisis communication
• Instagram

Kaynakça

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