RESEARCH: HOW THEY USE

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Nov 18, 2013 (3 years and 11 months ago)

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EUPRERA SPRING SYMPOSIUM,
2010

‘THE MOST ADMIRED
COMPANIES OF TURKEY’
RESEARCH: HOW THEY USE
SOCIAL MEDIA? AN ANALYSIS
OF THEIR SOCIAL MEDIA
STRATEGY

Dr. Serra GORPE

Research Assistant Korhan MAVNACIOGLU

I
stanbul University

School of Communication

Public Relations and Advertising Department

EUPRERA SPRING SYMPOSIUM,
2010

OVERVIEW



The Most Admired Companies Research’

Capital

magazine


What is s
ocial media
?



I
ts impact on the public relations profession


D
ata from
Turkey:
Internet usage

and other


Method


Results


Conclusion

EUPRERA SPRING SYMPOSIUM,
2010

About ‘
The Most Admired
Companies Research’


A
n annual research
,
implemented first in
1999 by a business magazine,
Capital
.


R
esearch methodology has been modified in
2001
.


The respondents
:

top level managers.


O
nline surv
ey. C
onsists of seven questions of
which one of them, for example asks the
respondents to evaluate the companies on
18 attributes, which are ‘attributes of
admiration.’

EUPRERA SPRING SYMPOSIUM,
2010

…About ‘
The Most Admired
Companies Research’


T
he most admired company of different
sectors (industries) are also part of the
study.


T
he study has its own limitations as
most of the annual researches of that
kind,

but

it
is used by researchers for
various academic purposes.


EUPRERA SPRING SYMPOSIUM,
2010

…About
The Most Admired
Companies Research’


The

current research on social media
elements
uses ‘The Most Admired
Companies List’ of eight years (2001
-

2008).


39 companies included in the analysis
because these companies’ ranking fell
in the top 20 list between the years
2001
-

2008.

EUPRERA SPRING SYMPOSIUM,
2010

…About
T
he List
-

TOP 20 of 8
years (2001
-
2008)


Group of companies


Brands


Multinationals


Various industries such as IT, banking,
personal care, telecommunications, soft
drinks,white goods, retail....


EUPRERA SPRING SYMPOSIUM,
2010

ON SOCIAL MEDIA


Allows people to interact


Open, direct and dialogic
communication


Developed into different formats


Many social media tools

EUPRERA SPRING SYMPOSIUM,
2010

IMPACT OF SOCIAL MEDIA ON
PUBLIC RELATIONS PROFESSION


Changed public relations theory


Evaluation of social media


Learn social media



Professional societies active on
social media.

EUPRERA SPRING SYMPOSIUM,
2010

DATA FROM TURKEY REGARDING
INTERNET AND SOCIAL MEDIA


Survey of Public Relations/Communication
Services in Turkey (February 2009)


Turkish youth active


30% of the Turkish households have Internet
access at home


Turkey, Number 1 in Europe regarding hours
spent on Internet


Turkey
,
among the top in the world with usage
of Facebook



EUPRERA SPRING SYMPOSIUM,
2010

METHOD

S
ocial media strategy of the companies

1) A
nalysis of the corporations’ websites
and search them on google blog search
engine, Facebook, Twitter and Friend
Feed.



2) A
n online survey with the
communication directors of the
compani
es analyzed.

EUPRERA SPRING SYMPOSIUM,
2010

…METHOD

39 companies

R1:

What social media tools ‘The Most
A
dmired
Companies of Turkey


of 8 Years (2001
-
2008)
use?

R2: How do corporate communication directors
of ‘The Most Admired Companies of Turkey’
perceive social media and its elements?

R3: How do do corporate communication
directors of ‘The Most Admired Companies of
Turkey’ see the future of social media?



EUPRERA SPRING SYMPOSIUM,
2010

SOCIAL MEDIA ELEMENTS


Categorization at
Wright and Hinson
’s

(2009)
study
has been applied with slight modifications.


Blogs, forums or message boards, photo sharing,
podcasts, RSS, search engine marketing, social
bookmarking, social networking sites, micro
-
blogging
sites, video sharing and Wikis


Under micro blogging,
F
riend
F
eed and
T
witter


V
irtual worlds, e
-
newsletter and microsites


Vodcasting


Facebook


D
ata collection
:

February

2010.

EUPRERA SPRING SYMPOSIUM,
2010

OUTLINE OF THE SURVEY


Online survey sent to 39 Corporate
Communication Directors


Survey: 12 questions 7 close
-
ended, 16
Likert, 4 open
-

ended


Qs: Whether they use social media or
not? Which elements they use? Whether
they have a digital agency support?
Which projects they use mostly? Impact
of social media….



EUPRERA SPRING SYMPOSIUM,
2010

RESULTS


F
orum or message boards, photo sharing,
social network sites, video sharing and Wikis
do not

exist.


Friend Feed less popular then Twitter


Blogs: 4 types of blogs analyzed.
Some
companies do not have any blog under any
category, but some do have more than one
type of blog. Only 7 companies have blogs.


EUPRERA SPRING SYMPOSIUM,
2010

…RESULTS


e
-
newsletter: low percentage (41%)


Virtual world: 2 corporations


RSS: 10 corporations


Microsites: 12 corporations


Podcasting/vodcasting: 1 corporation


Social Bookmarking: 3 corporations


Facebook
-

very active

EUPRERA SPRING SYMPOSIUM,
2010

CONCLUSION

Overall low visibility on social media

Reasons for that?

Multinationals in Turkey

Waht should be done?


Suggestions for further studies:


1) completion of the survey with
Communication Directors 2) industry analysis
regarding use of social media

EUPRERA SPRING SYMPOSIUM,
2010

Thank you



Serra and Korhan