İşletmelerin Facebook Sayfalarında Kullandıkları Kurumsal İletişim Stratejileri ve Tüketicilerin Bu Sayfaları Takip Etme Güdüleri

Yıl 2018, Sayı: 29, 185 - 205, 30.06.2018

Gülçin İpek Emeksiz , Ali Şimşek

https://doi.org/10.31123/akil.404276

Cited By: 1

Öz

Günümüzde, hedef
kitleleri tarafından her zaman ulaşılabilir olmak isteyen ve kendi kurum
kültürlerini hedef kitlelerine doğrudan anlatmak isteyen işletmeler Facebook’ta
işletme sayfaları açarak görünür olmaya çalışmaktadır. Markalarına ilgi duyan
kişilerin Facebook işletme sayfalarına “Beğen” tuşuna basarak katılmasıyla,
işletmeler, Facebook sayfalarını takip eden geniş bir takipçi kitlesine sahip
olmaktadır. Bu takipçilerden gelen istek ve önerilerle birlikte, işletmelerin
Facebook sayfasında bir tartışma ortamı yaratılmaktadır. Paylaşılan istek ve
önerileri dikkate alan işletmeler, çoğu zaman takipçilerini memnun ederek onları
bir marka topluluğu etrafında toplamaktadır. Ancak, başta ABD olmak üzere,
yurtdışında yapılan araştırmaların çoğu işletmelerin Facebook’ta tek yönlü
iletişimi kullandığına ve paydaşlarıyla diyalog geliştirme konusunda yetersiz
kaldığına dikkat çekmektedir. Dolayısıyla söz konusu işletmelerin Facebook
sayfalarını pek etkili kullanamadığı düşünülmektedir. Bu nedenle, Türkiye’deki
işletmelerin Facebook kullanımının ne durumda olduğu merak uyandıran bir
konudur. Potansiyel olarak bakıldığında, işletmeler Facebook’ta çeşitli
kurumsal iletişim stratejileri uygulayarak, hedef kitleleriyle etkileşim
yaratabilir ve hedef kitlelerinin işletmelerine olan ilgililerini canlı
tutabilirler. Ayrıca, takipçilerinin Facebook’ta işletmeleri takip etme güdüleri
belirlenebilirse, işletmeler Facebook sayfalarını daha iyi düzenleyebilir ve bu
sayfalardan daha yararlı sonuçlar elde edebilir. Bu çalışmada, işletmelerin
Facebook’ta kullandıkları kurumsal iletişim stratejileri açıklanmakta ve tüketicilerin
işletmeleri Facebook’ta takip etme nedenleri ortaya konulmaktadır.

Anahtar Kelimeler

Facebook, Kurumsal İletişim, Sosyal medya, İletişim Stratejileri

Kaynakça

• Argenti, P. A. (2003). Corporate Communication, New York: Mc Graw Hill
• Bales (1976). Interaction Process Analysis. Retrieved July 19, 2016 from http://www.meduniwien.ac.at/user/ harald.trost/lv/Bales-Overview.pdf
• Barnes, N. G. & Lescault, A. M. (2014). The 2014 Fortune 500 and Social Media. Retrieved July 19, 2016 from http://www.umassd.edu/cmr/socialmediaresearch/2014fortune500andsocialmedia/
• Brown, T. J. & Dacin, P., A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(1), 68-84.
• Cornelissen, J. (2011). Corporate Communication. A Guide to Theory and Practice. London: Sage.
• Etter, M. (2014). Broadcasting, Reacting, Engaging – Three Strategies for CSR Communication in Twitter. Journal of Communication Management, 18(4), 322-342.
• Froustino, J. D. & Connolly-Ahern, C. (2015). Corporate Associations Written on the Wall: Publics’ Responses to Fortune 500 Ability and Social Responsibility Facebook Posts. Journal of Public Relations Research, 27(5), 452-474.
• Gaur, S. S., Saransomrurtai, C., & Herjanto, H. (2015). Top Global Firms’ Use of Brand Profile Pages on SNS for Marketing Communication. Journal of Internet Commerce, 14, 316-340.
• Ha, A. (2 Ekim 2012). Twitter Says More Than Half Its Users Follow Six or More Brands, TechCrunch. Retrieved July 19, 2016 from https://techcrunch.com/2012/10/02/twitter-follow-brands/
• Haigh, M. M., Brubaker, P., & Whiteside, E. (2013). Facebook: Examining the Information Presented and Its Impact on Stakeholders. Corporate Communications: An International Journal, 18(1), 52-69.
• Hannson, L., Wrangmo, A., & Soilen, K. S. (2013). Optimal Ways for Companies to Use Facebook as a Marketing Channel. Journal of Information, Communication and Ethics in Society, 11(2), 112 -126.
• Jang, Y.T., Chang, S. E., & Chen, P.A. (2015). Exploring Social Networking Sites for Facilitating Multi-Channel Retailing. Multimed Tools Appl, 74, 159-178.
• Jiang, S., Chen, H., Nunamaker, J. F., & Zimbra, D. (2014). Analyzing Firm-Specific Social Media and Market: A Stakeholder-Based Event Analysis Framework. Decision Support Systems, 67, 30-39.
• Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing Consumer-Brand Relationships on Restaurant Facebook Fan Pages: Maximizing Consumer Benefits and Increasing Active Participation. International Journal of Hospitality Management, 36, 145-155.
• Kim, S. & Rader, S. (2010). What They Can Do versus How Much They Care: Assessing Corporate Communication Strategies on Fortune 500 Websites. Journal of Communication Management, 14(1), 59-80.
• Kim, S., Kim, S.Y., & Sung, Kang H. (2014). Fortune 100 Companies’ Facebook Strategies: Corporate Ability Versus Social Responsibility. Journal of Communication Management, 18(4), 343-362.
• Kwok, L. & Yu, B. (2012). Spreading Social Media Messages on Facebook: An analysis of Restaurant Business to Consumer Communications. Cornell Hospitality Quarterly, XX(X): 1-11.
• Kwon, E. S., Kim, E., Sung, Y., & Yoo, C. Y. (2014). Brand Followers. International Journal of Advertising, 33(4), 657-680.
• Lilley, S., Grodzinsky, F. S., & Gumbus, A. (2012). Revealing the Commercialized and Compliant Facebook User. Journal of Information, Communication and Ethics in Society, 10(2): 82-92.
• Lovejoya, K., Waters, R. D., & Saxton, G. D. (2012). Engaging Stakeholders through Twitter: How Nonprofit Organizations Are Getting More Out of 140 Charachters or Less. Public Relations Review, 38, 313-318.
• Mazzei, A. (2014). A Multidisciplinary Approach for a New Understanding of Corporate Communication. Corporate Communications: An International Journal, 19(2), 216-230.
• McCorkindale, T. (2010). Can You See the Writing on My Wall? A Content Analysis of the Fortune 500’s Facebook Social Networking Sites. Public Relations Journal, 4(3), 1-13.
• Mills, A. J. & Plangger, K. (2015). Social Media Strategy for Online Service Brands. The Service Industries Journal, 35(10), 521-536
• Mitchell, A. (2015). State of the News Media 2015. Pew Research Center Journalism & Media. Retrieved July 19, 2016 from http://www.journalism.org/2015/04/29/state-of-the-news-media-2015/
• Moss, D. (2011). Strategy-Making and Planning in the Communications Context. Public Relations A Managerial Perspective. London: Sage.
• Muniz, A.M. & O’guinn, T.C. (2001). Brand Community. Journal of Consumer Research, 27, 412-32.
• Ng, M. (2014). Consumer Motivations to Disclose Information and Participate in Commercial Activities on Facebook. Journal of Global Scholars of Marketing Science, 24(4), 365-383.
• Ng, M. (2016). Factors Influencing the Consumer Adoption of Facebook: A Two-country Study of Youth Markets. Computers in Human Behavior, 54, 491-500.
• Rybalko, S. & Seltzer, T. (2010). Dialogic Communication in 140 Characters or Less: How Fortune 500 Companies Engage Stakeholders Using Twitter. Public Relations Review, 36, 336-341. doi:10.1016=j.pubrev.2010.08.004
• Saffer, A. J., Sommerfeldt, E. J., & Taylor, M. (2013). The Effects of Organizational Twitter Interactivity on Organization-public Relationships. Public Relations Review, 39, 213-215.
• Schaefer, M. W. (2014). Social Media Explained. Untangling the World’s Most Misunderstood Business Trend. Schaefer Marketing Solutions.
• Shin, J.H., Carithers, H., Lee, Seungae., Graham, M., & Hendricks, N. (2013). The Current Trends in Social Media Usage in Corporations: Analysis of Facebook Fan Pages of Fortune 500 Companies. In H. S. Noor Al-Deen & J. A. Hendricks (Eds.), Social Media and Strategic Communications (62-79), New York: Palgrave Macmillan.
• Stelzner, M. A. (2015). Social Media Marketing Industry Report. Social Media Examiner. Retrieved July 19, 2016 from http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2015.pdf
• Strategic Direction (2015). Using Twitter for CSR Communication: Which Strategy Work Best? Strategic Direction, 31(4), 4-6.
• Strategic Direction (2015). Ways to Exploit Facebook’s Capabilities: Finding the Appropriate Communication Strategy. Strategic Direction, 31(4), 1-3.
• Strategic Direction (2015). So Why Do People Use Facebook and Twitter? Uses and Gratifications of Social Media Use. Strategic Direction, 31(6), 4-6.
• Surma, J. (2016). Social Exchange in Online Social Networks. The Reciprocity Phenomenon on Facebook. Computer Communications, 73, 342-346.
• Şimşek, A. (2015). Techno-Psychological Aspects of Social Media Behaviors. Journalism and Mass Communication, 5(6), 270-278.
• Taecharungroj, V. (2016). Starbucks’ Marketing Communications Strategy on Twitter. Journal of Marketing Communications. Retrieved July 19, 2016 from http://dx.doi.org/10.1080/13527266.2016.1138139
• Tao, W. & Wilson, C. (2015). Fortune 1000 Communication Strategies on Facebook and Twitter. Journal of Communication Management, 19(3), 208-223.
• Tsai, S. (2013). Discussing Brand Information on Social Networking Sites: Implications for Global Brand Marketing. Journal of Organizational Computing and Electronic Commerce, 23(4), 372-391.
• Tsai, W.H.S. ve Men, L. R. (2013). Motivations and Antecedents of Consumer Engagement with Brand Pages on Social Networking Sites. Journal of Interactive Advertising, 13(2), 76-87.
• Vernuccio, M. (2014). Communicating Corporate Brands through Social Media: An Exploratory Study. International Journal of Business Communication, 51(3), 211-233.
• Zhang, X., Tao, W., Kim, S. (2014). A Comparative Study on Global Brands’ Micro Blogs between China and USA: Focusing on Communication Styles and Branding Strategies. International Journal of Strategic Communication, 8, 231-249.