SOSYAL MEDYA İLETİŞİMİNDE SOSYAL MEDYA DENETİMİNİN ÖNEMİ

Yıl 2019, Cilt: 19 Sayı: 57, 141 - 164, 01.06.2019

Zeynep Bayazıt Ali Altuğ Biçer

Öz

Dijital tabanlı teknolojilerin varlığı ile gelişen sosyal medya, işletmelerin finansal ve algılanan değerlerinin ölçülmesi, performans etkinliklerinin ve sürekliliklerinin sağlanabilmesini zorlaştırmıştır. Bugün işletmeler sosyal medya stratejisi oluşturup oluşturmamayı düşene dursun, pazarlama faaliyetleri ile ilgili algılamaların yarattığı içerikler bu mecrayı kullananlar tarafından sürekli ve çoğunlukla işletmenin dışında müşteriler tarafından oluşturulmaktadır. Bir nevi sosyal gürültü dezenformasyon oluşturmak olarak değerlendirilen bu eylem işletme itibarında olumlu ve/veya olumsuz etkiler doğurabilmektedir. Çoğu işletme, ürün ve hizmetleri ile ilgili sınırsızca içerik üretilebilen ve hatta tüketici tutum ve algılarının değiştirilebileceği bu sosyal medya mecralarını gerek bireysel markaları boyutunda gerekse kurumsal boyutta takip etmeli ve oluşabilecek riskleri yönetmelidir. Kolektif farkındalık ve itibar oluşturmanın, sürdürülebilirlik sağlamanın yolu etkin sosyal medya stratejileri ile mümkündür. Bu çalışmada, sosyal medya iletişimi ve süreci anlatılarak, sosyal medya risklerinin iş hayatına ilişkin risklere dönüşmesi durumunda bu sürecin eşzamanlı olarak yönetilmesi ve denetimi konu edilmiştir

Anahtar Kelimeler

Sosyal Medya, Sosyal Medya İletişimi, İtibar, Sosyal Medya Denetimi

THE IMPORTANCE OF SOCIAL MEDIA AUDIT IN SOCIAL MEDIA COMMUNICATION

Öz

Social media, which developed with the presence of digital based technologies, has made it difficult for companies to evaluate financial and perceived values and to ensure performance efficiency and sustainability. Today, regardless of whether or not to create a social media strategy, the content created by the perceptions about marketing activities are continuously and mostly created by customers outside the company. This action, which is considered as creating a kind of social clutter disinformation , has positive and/or negative effects on companys’ overall reputation. The brand damage risk or loss of reputation could occur through uncontrolled user generated content, and this may lead to unexpected change in consumer attitudes and perceptions respectively. Most organizations, both in the size of individual brands and in the corporate dimension, should monitor social media channels and manage the risks that may arise accordingly. The way to create collective awareness, reputation and sustainability is possible through effective social media strategies. In this study, social media communication and process are explained. In the event that social media risks transforms into business risks, the management and audit of this process is discussed

Anahtar Kelimeler

Social Media, Social Media Communication, Reputation, Social Media Audit

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