TÜRKİYE’DEKİ ÜNİVERSİTELERİN SOSYAL MEDYA KULLANIMLARININ DEĞERLENDİRİLMESİ: TWITTER PAYLAŞIMLARINA YÖNELİK NİTEL BİR UYGULAMA

Sosyal medya platformları, dijital çağın en önemli iletişim araçları olarak görülmektedir. Üniversitelerin kurumsal itibarının yükselmesi ve küreselleşmesi açısından sosyal medyanın kullanılması yeni bir norm olarak ön plana çıkmaktadır. Sosyal medya sayesinde üniversiteler, mevcut ve yeni öğrencilerle iletişim kurmanın yanı sıra dünyanın pek çok farklı bölgesindeki bireyler veya kurumlarla yeni projeler, işbirlikleri ve diğer bilimsel araştırmalar geliştirebilme fırsatını elde etmektedir. Üniversitelerin binlerce takipçiye sahip sosyal medya hesaplarında farklı içeriklere sahip pek çok paylaşım yapılmakla birlikte, diğer sosyal medya hesapları tarafından değerli görülen içerikler etkileşim yaratabilmektedir. Bu nedenle, takipçiler tarafından değerli görülmeyen içeriklerin artması sosyal medya hesabının etkinliğini düşürebilmektedir. Bu doğrultuda, çalışma kapsamında üniversitelerin Twitter hesaplarının içerik analizi yöntemiyle incelenerek yapılan paylaşımların üniversiteler arası kıyaslanması amaçlanmıştır. Bu amaçtan yola çıkarak, Türkiye’de en yüksek küreselleşme skoruna sahip on üniversitenin Nisan – Eylül 2021 tarihleri arasında Twitter hesaplarından yaptığı paylaşımlar incelenerek elde edilen bulgular değerlendirilmiştir. Araştırma bulgularına göre, Türkiye’deki üniversitelerin sosyal medya hesaplarındaki paylaşımlarının odağının tanıtım ve bilgilendirme faaliyetlerinden oluştuğu sonucuna ulaşılmıştır. Akademik faaliyetlerle ilgili paylaşımlara ise yeteri kadar yer ayrılmadığı görülmüştür. Üniversitelerin; paylaşımlarının içeriklerini farklılaştırmalarının ve zenginleştirmelerinin sosyal medya hesabının etkinliğini arttıracağı öngörülmekte olup yapılan paylaşımlarda bilimsel çalışmalara daha fazla yer verilmesi önerilmektedir.

Anahtar Kelimeler:

Sosyal Medya, Üniversite, Twitter, Sosyal Medya Kullanımı, İçerik Analizi

EVALUATION OF SOCIAL MEDIA USAGE OF UNIVERSITIES IN TURKEY: A QUALITATIVE APPLICATION FOR TWITTER POSTS

Social media platforms are seen as the most important communication tools of the digital age. The use of social media comes to the forefront as a new norm in terms of increasing the institutional reputation and globalization of universities. Thanks to social media, universities have the opportunity to communicate with current and new students, as well as to develop new projects, collaborations and other scientific research with individuals or institutions in many different parts of the world. While many posts with different content are shared in the social media accounts of universities with thousands of followers, content that is deemed valuable by other social media accounts can create interaction. For this reason, the increase in content that is not considered valuable by the followers can reduce the effectiveness of the social media account. In this direction, within the scope of the study, it is aimed to examine Twitter accounts of universities with content analysis method and to compare the posts made between universities. Based on this purpose, the findings obtained by examining the Twitter accounts of the ten universities with the highest globalization score in Turkey between April and September 2021 were evaluated. According to the research findings, it has been concluded that the focus of posts on social media accounts of universities in Turkey consists of promotion and information activities. It has been observed that there is not enough space for sharing about academic activities. It is predicted that universities' differentiation and enrichment of the content of their posts will increase the effectiveness of their social media accounts, and it is suggested that more scientific studies should be included in to posts.

Keywords:

Social Media, Universities, Twitter, Social Media Usage, Content Analysis,

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