KAMU KURUMLARININ KRİZ DÖNEMLERİNDE SOSYAL MEDYA KULLANIMI: COVID-19 SÜRECİNDE SAĞLIK BAKANLIĞI’NIN TWITTER PAYLAŞIMLARINA YÖNELİK İÇERİK ANALİZİ

Öz

Kriz, ortaya çıkış anı itibariyle örgütün tüm paydaşları üzerinde bunalım ve panik yaratabilen bir olgudur. Krizle birlikte paydaşlar üzerinde gelişen panik ve bunalım, özel sektör organizasyonlarının yaşamını sonlandırabilirken kamusal sektörde oy kayıplarına yol açabilmektedir. Bu nedenle hem özel hem de kamusal sektörde kriz iletişimi uygulamaları gereklidir. Kriz iletişimi uygulamaları sayesinde mevcut kitlesel paniğe erken müdahalede gerçekleştirilebilirken kimi zaman kriz fırsata da dönüştürülebilmektedir. Kriz iletişimi kapsamında geçmişte, paydaşlara ulaşabilmek için geleneksel medya mecralarından yararlanılabilirken günümüzde, Web 2.0 teknolojisinin getirdiği yenilikler sayesinde sosyal medya mecralarından da faydalanılabilmektedir. Sosyal medya mecraları sayesinde organizasyon ile paydaşlar arasında karşılıklı etkileşime dayanan kriz iletişimi uygulamaları gerçekleştirilebilmektedir. Çalışma kapsamında, 2020 yılında tüm dünyayı etkisi altına alan Covid-19 salgını sürecinde Türkiye’de yetkili kurum olan T.C. Sağlık Bakanlığı’nın Twitter paylaşımları incelenmiştir. Paylaşımlar incelenirken, ‘Kriz ve Acil Durum Risk İletişimi Modeli’ ve ‘Durumsal Kriz İletişimi Teorisi’ çerçevesinde oluşturulan kodlama cetvelinden yararlanılarak içerik analizi yöntemi uygulanmıştır. Araştırmada, Bakanlığın Covid-19 salgın krizi sürecinde, Twitter platformunu kullanarak kitlelere, salgının etkisini ve kitlesel paniği azaltmaya yardımcı olabilecek iletiler gönderdiği, fakat sosyal medya mecralarının etkileşim olanaklarını kullanmadığı ve Covid-19 ile ilgili paylaşımların daha fazla etkileşim aldığı bulgulanmıştır.

Anahtar Kelimeler

• Kriz
• Kamusal Kriz İletişimi
• Sosyal Medya
• Covid-19
• Twitter

SOCIAL MEDIA USE OF PUBLIC INSTITUTIONS IN PERIOD OF CRISIS: CONTENT ANALYSIS INTENDED FOR TWITTER SHARES OF MINISTRY OF HEALTH IN TIME OF COVID-19

Öz

Crisis is a phenomenon that can cause depression and panic in all stakeholders of the organization when it appears. Therefore, crisis communication practices are required for both private and public sector organizations. In the past, traditional media channels were used to reach stakeholders within crisis communication, but today, thanks to the innovations brought by Web 2.0 technology, social media channels can also be used. Crisis communication applications that based on mutual interaction between the organization and stakeholders can be realized through social media channels. In this study, in 2020 affected the entire world, during the Covid-19 outbreak that authorities in Turkey The Ministry of Health's Twitter posts were examined. For this purpose, the Twitter posts of the Ministry of Health were subjected to content analysis with the coding chart created within the framework of the "Crisis and Emergency Risk Communication Model". In the study, it was found that the Ministry of Health used the Twitter platform to send messages to the masses that could help reduce the impact of the epidemic and mass panic during the Covid-19 epidemic crisis, but did not use the interaction opportunities of social media channels. The main recommendation of the study is that, in crisis situations that may ocur in the future, public institutions should take into account the feedbacks of the masses by using the means of interaction in their crisis communication activities on social media channels.

Anahtar Kelimeler

• Crisis
• Public Sector Crisis Communication
• Social Media
• Covid-19
• Twitter

Kaynakça

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