Facebook as a Communication Tool of Successful Brands in Turkey
After the increase in opportunities offered by web 2.0 technologies that enable individuals to share and discuss online, developing content for social networking sites such as Facebook, Instagram, Twitter, etc., has been issued in public relations strategies of organizations. This article aims to provide information about public relations strategies used in branding through social networking channel contents in Turkey. In this sense, it proposes an evaluation of Turkish brands’ contents on Facebook. Contents shared on Facebook pages of Turkish brands are considered essential in understanding of brand strategies in Turkey as Facebook is the most commonly used social media site among other global social media channels. The evaluation is based on qualitative content analysis of most valuable ten Turkish brands’ Facebook contents. The brands selected for the research are the first ten most valuable brands of Turkey in 2015 according to UK Consulting Organization named as Brand Finance Limited. Article provides a new understanding on using corporate social networking contents in branding through country level analysis.
Anahtar Kelimeler: interactivity, social networking analysis, branding, contents, digital public relations
Facebook as a Communication Tool of Successful Brands in Turkey
After the increase in opportunities offered by web 2.0 technologies that enable individuals to share and discuss online, developing content for social networking sites such as Facebook, Instagram, Twitter, etc., has been issued in public relations strategies of organizations. This article aims to provide information about public relations strategies used in branding through social networking channel contents in Turkey. In this sense, it proposes an evaluation of Turkish brands’ contents on Facebook. Contents shared on Facebook pages of Turkish brands are considered essential in understanding of brand strategies in Turkey as Facebook is the most commonly used social media site among other global social media channels. The evaluation is based on qualitative content analysis of most valuable ten Turkish brands’ Facebook contents. The brands selected for the research are the first ten most valuable brands of Turkey in 2015 according to UK Consulting Organization named as Brand Finance Limited. Article provides a new understanding on using corporate social networking contents in branding through country level analysis.
Keywords: interactivity, social networking analysis, branding, contents, digital public relations