ANALYSIS OF SOCIAL MEDIA ENGAGEMENT FROM THE PERSPECTIVE OF BROADCASTERS’ SOCIAL MEDIA STRATEGIES
Öz
Social engagement or social media engagement is a topic being investigated linked to broadcasting strategies. One of the main reasons for that is that television programs are being followed through social media sites, and that their viewers interact with them through SNS (social network sites). Engagement brings about viewer loyalty on further level. Thus, broadcasting companies develop and use strategies in order to keep their relationship with their loyal fandom fresh and alive. This study analysed broadcasting company social media strategies with the help of both quantitative and qualitative methods. The reason for choosing the mixed method approach is to look at big data from quantitative and qualitative perspectives and to question whether this data goes beyond algorithms and numbers, and whether qualitative data is meaningful. Fanpage Karma tool is used for data collection and analysis where NVivo 12 is used for qualitative analysis purposes. Findings gathered reveal that along with the variables such as post number per day, posting times per day, page performance index of broadcasting companies, context and the techniques used to compose post texts are altogether linked and intertwined. Netflix Turkey is added to the cases that were selected from within mainstream broadcasting companies; for which the study revealed differences in terms of social media strategies. Mainstream broadcasters display both similarities and differences among themselves. While different and unique strategies can play a role in ensuring engagement, especially in today's television viewing environment where it is difficult to ensure and maintain engagement and loyalty, audience loyalty continues to be one of the biggest struggles of broadcasters against digitalization.
Anahtar Kelimeler
Social TV, Broadcaster Strategies, Engagement, Interaction, Loyalty
Kaynakça
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