TÜRKİYE’DEKİ ÜNİVERSİTELERİN TWITTER KULLANIMI: BİR İÇERİK ANALİZİ

Öz

Üniversiteler sosyal medyayı, mevcut öğrencilerle etkileşim, pazarlama, öğrenme ve öğretimi destekleme gibi farklı konularda kullanmaktadırlar. Bu çalışma Türkiye’deki üniversitelerin Twitter kullanımını pazarlama perspektifinden analiz etmeyi amaçlamaktadır. Çalışma için 40 üniversitenin (20 vakıf ve 20 devlet üniversitesi) Twitter hesabı incelenmiş ve 6 ay süreli veri ele alınmıştır. Incelenen paylaşımlar belirlenen kategoriler altında gruplandırılmıştır. Ayrıca sosyal medya paylaşımlarının içeriği ve sosyal medya kullanımlarının aktiflik düzeyi de incelenmiştir. Araştırmanın sonucunda tanıtıma yönelik paylaşımların diğer kategorilerden fazla olduğu görülmüştür. Bu da Twitter’ın üniversitelerce genelde pazarlama ve markalama için kullanıldığını ortaya çıkarmaktadır. Ayrıca üniversitelerin %40’ının Twitter’I aktif bir biçimde kullandıkları sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Üniversiteler
• Pazarlama
• Sosyal Medya
• Twitter.

TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS

Öz

Universities have became to use social media for various reasons. These are marketing, communicating with their students, and for supporting education facilities. The aim of this study is to analyse the usage of Twitter by universities in Turkey from a marketing perspective. Official Twitter accounts of 40 universities (20 of them are state universities, 20 of them are foundation universities) analysed by Nvivo 11 for the study. Qualitative data was collected for six months. These tweets were categorised under defined groups. Also the content of social media conversations and the interactivity of Twitter usage were analysed. Findings show that the ratio of promotional tweets is higher when compared to other groups reveals that Twitter accounts of universities were mostly used for marketing and branding. Another result is 40% of both state and foundation universities are qualified for active category.

Anahtar Kelimeler

• Universities
• Marketing
• Social Media
• Twitter.

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