An Analysis of Their Social Media Strategy
The corporations that have been examined in the study are the most admired corporations of Turkey. Among those corporations, there are many multinational corporations as well. Since the stakeholder of those corporations are various and since at the same time, they are concerned with providing high standards of quality to them, their existence on the Internet should also include high communication standards. Moreover, these corporations do not run into problems on the Internet medium easily because they have very good technical infrastructures. When those are taken into consideration, we can say that they have to have high visibility on the social media and be able to address to their stakeholders from there. The stakeholders also may want to reach them through Internet and social media.
When we analyze the findings of the study, we see the opposite. In general, the performance/existence of ‘The Most Admired Companies of Turkey’ regarding social media is poorer than their other communication efforts. There had been several social media tools that these corporations have been analyzed on and it has been found out that they do not exist in many of them. There is not even one corporation that meets all of the parameters regarding social media. It will not be wrong to say that although multinational companies (17 in the list of 39) are strong on social media, their presence in Turkey are similar to the other Turkish firms, meaning that they are also low in social media. It is suggested that these corporations should establish social media strategies for themselves and they should get digital agency support with respect to this or employ social media experts.
The online survey with the corporate communication directors may help us to clarify some other aspects that are left out in this analysis. As stated earlier, ‘The Most Admired Companies of Turkey’ study include most admired sector leaders as well in the study. Sector/industry analysis regarding their use of social media can be a further step of the current study.
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