Sosyal Medya Pazarlaması ve Sosyal Medya Türleri

Öz

Sosyal medya pazarlamasının daha çok YouTube gibi içerik paylaşım siteleri ve Facebook gibi sosyal ağlar ile ilişkilendirildiği, diğer bir ifadeyle sosyal medya pazarlaması denilince akla genellikle sosyal ağlar ve içerik topluluklarının geldiği söylenebilir. Ancak, sosyal ağlar ve içerik topluluklarının yanı sıra, sanal sosyal dünyalar, bloglar, forumlar gibi çeşitli sosyal medya türleri sosyal medya pazarlamasında kullanılmaktadır. Bu çalışmanın amacı sosyal medya pazarlaması ve sosyal medya türlerini açıklamaktır. Bu amaç doğrultusunda sosyal medya pazarlaması ve sosyal medyayla ilgili literatür taranmış ve sosyal medya türleri sosyal medya pazarlaması bağlamında ele alınarak açıklanmıştır. Çalışmada, sosyal ağlar ve içerik topluluklarının yanı sıra, sanal oyun dünyaları, bloglar, sanal sosyal dünyalar ve Wiki’ler, sosyal işaretleme siteleri, forumlar ve inceleme sitelerinden oluşan iş birliğine dayalı projeler ele alınmıştır. Çalışma, bu çeşitlilik içerisinde, pazarlama faaliyetleri açısından sosyal medya türlerini ele alarak, farklı sosyal medya türleri içerisinde yer alan sosyal medya platformlarının işlevlerinin birbirinden farklı olduğunu, sosyal medya uygulamalarının özellikleri, kullanım şekli, içerikleri açısından farklılık gösterdiğini vurgulamaktadır.

Anahtar Kelimeler

• Sosyal Medya
• Sosyal Medya Pazarlaması
• Sosyal Medya Türleri

Social Media Marketing and Social Media Types

Öz

It can be stated that social media marketing is mostly associated with content sharing sites such as YouTube and social networks such as Facebook, in other words, when social media marketing is mentioned, social networks and content communities usually come to mind. However, in addition to social networks and content communities, various types of social media such as virtual social worlds, blogs, forums are used in social media marketing. The purpose of this study is to explain social media marketing and the types of social media. For this purpose, the literature on social media marketing and social media was scanned and social media types were explained by considering them in the context of social media marketing. In addition to social networks and content communities, virtual game worlds, blogs, virtual social worlds and collaborative projects consisting of Wikis, social bookmarking sites, forums and review sites were discussed in the study. Within this diversity, the study addresses social media types in terms of marketing activities and emphasizes that the functions of social media platforms within different social media types are different from each other and that social media applications differ in terms of their features, usage style and content.

Anahtar Kelimeler

• Social Media
• Social Media Marketing
• Social Media Types

Kaynakça

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