Katılımcılık, Geribildirim ve Cevap Verebilirlik Boyutlarıyla Facebook’un Kurumsal İletişimde Etkileşimli Bir Mecra Olarak Kullanım Yetersizliği: Türkiye Menşeli Hava Yolları Şirketleri Üzerine Bir Değerlendirme

Yıl 2018, Sayı: 55, 171 - 196, 28.12.2018

Ezel Türk

Öz

İnternet ve Web tabanlı uygulamalarla hız kazanan teknolojik gelişmeler, iletişimin boyutunu değiştirmiş ve etkileşimli bir iletişim ortamını ortaya çıkarmıştır. Kuşkusuz bu durum kurumlarla hedef kitleleri arasındaki ilişkilerin geliştirilmesi için de yeni olanaklar sunmaktadır. Bugün sosyal medyanın özellikle de sosyal paylaşım ağlarının, hayatın her alanına nüfuz etmesiyle birlikte kurumla hedef kitleleri arasında daha etkileşimli bir iletişimin gerçekleşmesi mümkün hale gelmiştir. Bu nedenle sosyal paylaşım ağlarının başında gelen Facebook’un kurumsal iletişim aracı olarak etkileşimli bir şekilde nasıl kullanılması gerektiğinin belirlenmesi oldukça önem taşımaktadır. Bunun için de öncelikle Facebook’un kullanım amacının ve paylaşılan içeriklerin belirlenmesi gerekmekte daha sonra ise etkileşim unsurunun araştırılması gerekmektedir. Bu nedenle Türkiye’de faaliyet gösteren yerli sermayeli havayolu şirketlerinin Facebook kullanımlarının ortaya konulmasının amaçlandığı çalışma iki aşamadan oluşmaktadır. Çalışmanın ilk aşaması olan, Facebook’un kurumlar tarafından daha ziyade tanıtım ve promosyon amaçlı olarak kullanıldığına yönelik tespit, “Türkiye’deki havayolu şirketlerinin Facebook’u kurumsal amaçlı olarak kullanımı” başlığı ile araştırmacı tarafından yayımlanmıştır (Türk, 2018). Bir takip çalışması niteliğinde olan, çalışmanın ikinci kısmını oluşturan bu araştırmada ise Facebook’un etkileşimli bir mecra olarak kullanılmasındaki yeterliliğin tespit edilmesi amaçlanmaktadır. Altı hava yolu şirketinin kurumsal Facebook hesapları; nitel araştırma yöntemlerinden içerik analizi tekniği ile analize tabi tutulmuş ve toplanan veriler betimsel istatistiğe başvurma yoluyla değerlendirilmiştir. Buna göre; kurumların paylaştıkları içeriklerle kullanıcıları katılımcılığa teşvik etmede, onlara sorular sorarak geri bildirim döngüsünü sağlamada ve onlardan gelen soru ve yorumlara cevap vermedeki yetersizliklerinden dolayı Facebook’u etkin ve yeterince etkileşimli bir mecra olarak kurumsal iletişimde kullanamadıkları sonucuna ulaşılmıştır. 

Anahtar Kelimeler

Etkileşim, katılımcılık, geribildirim, cevap verebilirlik, Facebook

Inadequate Use of Facebook as an Interactive Tool with the Dimensions of Participation, Feedback and Responsiveness for Corporate Communications: A Survey on Airline Companies with Domestic Capital in Turkey

Öz

Technological developments have grown quickly, thanks to the internet and web-based applications. They have changed the means of communication and created an interactive environment that enables new ways of developing relationships between corporations and their target groups. Today, social media, especially social networking sites, have penetrated into every area of social life, creating even more interactive communication between corporations and target groups. Thus, it is useful to determine how Facebook, the largest and most popular social networking site, can be best used by corporations as an interactive medium. For that reason, firstly the purpose of Facebook use and contents of Facebook posts need to be examined and then the interactivity component should be researched. That is why the study, which aims to examine Facebook use by airline companies with domestic capital operating in Turkey, has been arranged in two parts. The first part of the study, entitled “A content analysis of Facebook posts by airlines companies”, was published by the researcher and revealed that Facebook was mostly used for publicity and promotion (Türk, 2018). As a follow-up study, this study is the second part, whose aim is to determine whether Facebook is used interactively. The Facebook accounts of six different airline companies were analyzed through a content analysis technique and the data colleted  were analyzed through descriptive statistics. The results reveal that corporations are unable to use Facebook adequately for corporate communications, since they are ineffective in encouraging users to participate in Facebook with the contents they share, to provide a cycle of feedback by asking questions and to respond to the questions and comments of the users.

Anahtar Kelimeler

Interactivity, participation, feedback, responsiveness, Facebook

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