Sivil Toplum Kuruluşlarının Sosyal Medyada İlişki Kurma ve İletişim Stratejileri: Yeşilay Türkiye Facebook Sayfası Örneği

Sosyal medya, kâr amacı gütmeyen kuruluşlar için çok sayıda paydaşa hızlı, verimli ve halka açık bir şekilde ulaşması için elverişli bir iletişim platformudur. STK’lar, sosyal medya aracılığıyla, belirlenen hedef için diyaloğu etkin bir şekilde güçlendirerek hedefe ilerlemeyi kolaylaştırmaktadır. Sivil toplum kuruluşlarının (STK) sosyal medyayı etkin şekilde kullanmaya başlamaları bu alanı incelenmesi gereken bir mecraya dönüştürmüştür. Sosyal medyanın ilişki kurma, kendini özgürce ifade etme, paydaş kazanma, hedef kitleye kolayca erişme gibi sunduğu çeşitli imkânlar, her geçen gün kullanım alanını genişletmesine neden olmaktadır. Bu çalışmada, sivil toplum kuruluşlarının stratejik iletişim ve ilişki kurma stratejileri bağlamında sosyal medya kullanımları incelenmiştir. Türkiye’nin en eski STK’larından Yeşilay’ın Facebook sayfasında bir yıl süreyle paylaşılan gönderiler içerik analizi yöntemi ile kategorilere ayrılmıştır. Bu ana kategoriler; Bağımlılıkla ilgili paylaşımlar Sigara ve tütün bağımlılığı, sosyal medya bağımlılığı, teknoloji bağımlılığı, alkol ve madde bağımlılığı, kumar bağımlılığı ve tüm bağımlılıkları ortak ele alan paylaşımlardır) ve Diğer paylaşımlardır (Bağış ve Gönüllülük Çağrısı, Sağlıklı yaşam, Genel Duyurular, Spor ve Sanat). Çalışmada ayrıca Yeşilay’ın ilişki kurma stratejileri olan “açıklık”, “bilgi yayma” ve “katılım” bileşenleri incelenmiştir. İlişki kurma bileşen analizinin sonuçları, Yeşilay Türkiye Facebook sayfasının “katılım” ve “bilgi yayma” bileşenini tam olarak yerine getirdiğini göstermiştir. İçerik analizi sonucunda ise Yeşilay Türkiye Facebook sayfasının en çok hedef kitlelerine faaliyetlerini duyurma amaçlı kullandığı ortaya çıkmıştır.

Anahtar Kelimeler:

Sosyal medya, Facebook, Stratejik İletişim, İlişki kurma, Bağımlılık, Bağımlılık, Yeşilay

Communication and Engagement Strategies of NPO’s on Social Media: The Case of The Green Crescent Turkey Facebook Page

Social media provides a communication platform for non-profit organizations (NPO) to reach a large number of stakeholders quickly, efficiently and publicly. NPOs make it easier to strength dialogue effectively through social media. The fact that non-governmental organizations started to use social media effectively turned this field into a medium to be examined. The various opportunities offered by social media such as establishing relationships, expressing oneself freely, gaining stakeholders, and easily reaching the target audience causes expanding its usage area day by day. In this study, the use of social media in the context of strategic communication and engagement strategies of non-governmental organizations was examined. Shared posts that are shared in a one-year period are divided into categories by content analysis method. These main categories are; Addiction related posts (cigarette and tobacco addiction, social media addiction, technology addiction, alcohol and drug addiction, gambling addiction and all addictions together) and Other posts (Call for Donations and Volunteers, Healthy Living, General Announcements, Sports and Arts). In addition, engagement strategies of Yeşilay were examined in the context of “disclosure”, “information dissemination” and “involvement”. Engagement components have shown that Facebook account “participation” and “information dissemination” component were fully used. As a result, the content analysis has shown that Yeşilay Turkey Facebook page was mostly used in order to announce their activities.

Keywords:

Social media, Facebook, Strategic communication, Engagement strategies, Addiction, Green Crescent,

PDF

___

Appleby, M. (2016). Nonprofit organizations and the utilization of social media: maximizing and measuring return of investment. SPNHA Review, 12(1), 4.
Attouni, M. A. K., ve Mustaffa, C. S. (2014). How do non-profit organizations in Libya adopt and use social media to communicate with the society. Procedia-Social and Behavioral Sciences, 155, 92-97.
Auger, G. A. (2013). Fostering democracy through social media: Evaluating diametrically opposed nonprofit advocacy organizations’ use of Facebook, Twitter, and YouTube. Public Relations Review, 39(4), 369-376.
Bashir, M., ve Aldaihani, A. (2017). Public relations in an online environment, Discourse description of social media in Kuwaiti organizations. Public Relations Review, 43(4), 777-787.
Brengarth, L. B., ve Mujkic, E. (2016). Web 2.0, How social media applications leverage nonprofit responses during a wildfire crisis. Computers in Human Behavior, 54, 589-596.
Carboni, J. L. ve Maxwell, S. P. (2015). Effective social media engagement for nonprofits, What matters?, Jorunal of Public and Nonprofit Affairs, Vol1, 18-28
Cho, M., Schweickart, T., ve Haase, A. (2014). Public engagement with nonprofit organizations on Facebook. Public Relations Review, 40(3), 565-567.
Coco, G. A. (2014). Social media evaluation for non-profit organizations, The case of Oxfam Italia. Yüksek Lisans Tezi, Uppsala Üniversitesi.
Çil, S. (2015, Ekim) Sivil Toplum Kuruluşları Ekseninde Sosyal Medya ve Girişimcilik, II. Uluslararası Girişimcilik Ve Kariyer Sempozyumu’nda sunulan bildiri, Muğla Sıtkı Koçman Üniversitesi, Muğla.
Dong, C., ve Rim, H. (2018). Exploring nonprofit-business partnerships on Twitter from a network perspective. Public Relations Review. 45(1), 104-118
Gálvez-Rodriguez, M. D. M., Caba-Perez, C., ve López-Godoy, M. (2014). Facebook, A new communication strategy for non-profit organisations In Colombia. Public Relations Review, 40(5), 868-870.
Gao, F. (2016). Social media as a communication strategy, Content analysis of top nonprofit foundations’ micro-blogs in China. International Journal of Strategic Communication, 10(4), 255-271.
Genel Nüfusta Tütün, Alkol ve Madde Kullanımına Yönelik Tutum ve Davranışı Araştırması, Erişim: http,//www.narkotik.pol.tr/kurumlar/narkotik.pol.tr/Duyurular/ T%C3%9CRK%C4%B0YE%E2%80%99DE%20GENEL%20N%C3%9CFUSTA%20 T%C3%9CT%C3%9CN%20ALKOL%20VE%20MADDE%20KULLANIMINA%20 Y%C3%96NEL%C4%B0K%20TUTUM%20VE%20DAVRANI%C5%9E%20 ARA%C5%9ETIRMASI.pdf Erişim Tarihi, 20.06.2019
Gümüş, N., ve Ağaçcı, L. (2018). Sivil Toplum Örgütlerinin Pazarlama İletişiminde Sosyal Medya Kullanımı: Kızılay Ve Yeşilay Üzerinde Bir Araştırma,3. Sektör Ekonomi,53(2), 637-661.
Hallahan, K., Holtzhausen, D., Van Ruler, B., Verčič, D., ve Sriramesh, K. (2007). Defining strategic communication. International journal of strategic communication, 1(1), 3-35.
Hou, Y., ve Lampe, C. (2015, April). Social media effectiveness for public engagement, Example of small nonprofits. In Proceedings of the 33rd annual ACM conference on human factors in computing systems (pp. 3107-3116). ACM.
Ihm, J. (2015). Network measures to evaluate stakeholder engagement with nonprofit organizations on social networking sites. Public Relations Review, 41(4), 501-503.
Jones J. (2009). Strategic Communication, AMandate for the United States, Joint ForceQuarterly, National Defense University vol.4. pp. 104-114,
Lee, K. (2015). Social media for non-profits, High-impact tips and the best free tools. https,//buffer.com/library/social-media-non-profits 09.01.2019
Lo, K. D., ve Waters, R. D. (2012). New Technologies, New Cultural Traditions, The Impact of Facebook on Chinese Nongovernmental Organizations, China Media Research, 8(4).
Lovejoy, K., ve Saxton, G. D. (2012). Information, Community, and Action, How Nonprofit Organizations Use Social Media. Journal of Computer-Mediated Communication, 17(3), 337–353.
M+R ve NTEN. (2012). eNonprofit Benchmarks Study, An analysis of online messaging, fundraising, advocacy, social media, and mobile metrics for nonprofit organizations. Retrieved from http,//www.e-benchmarksstudy.com/
Maxwell, S.P. ve Carboni, J.L. (2014). Stakeholder communication in service implementation networks, expanding relationship management theory to the nonprofit sector through organizational network analysis. International Journal of Nonprofit and Voluntary. 22-44
Miller, D. ve Miller, D. M. (2011). Nonprofit Organizations and the Emerging Potential of Social Media and Internet Resources. SPNHA Review 6,1,4
Muralidharan, S., Rasmussen, L., Patterson, D., ve Shin, J. H. (2011). Hope for Haiti, An analysis of Facebook and Twitter usage during the earthquake relief efforts. Public Relations Review, 37(2), 175-177.
Murugesan, S. (2007). Understanding Web 2.0. IT Professional Magazine, 9(4), 34.
NonProfit Quarterly, (2014) https//nonprofitquarterly.org/social-media-nonprofitsengaging-community/
Obar, J. A., Zube, P. ve Lampe, C. Advocacy 2.0, An analysis of how advocacy groups in the United States perceive and use social media as tools for facilitating civic engagement and collective action. Journal of Information Policy 2 (2012), 1-15.
Saatçioğlu, E. (2017) Sivil Toplum Örgütlerinin Sosyal Medya Kullanımları, Greenpeace Türkiye Facebook Sayfası Örneği. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 10(1), 158-187.
Smith, J. N. (2018). The Social Network?, Nonprofit Constituent Engagement Through Social Media. Journal of Nonprofit ve Public Sector Marketing, 1-23.
Smith, R. D. (2013). Strategic planning for public relations. Routledge.
SocialMediaToday (2016), https,//www.socialmediatoday.com/social-networks/socialmedia-non-profits-comprehensive-guide
TECHREPORT GLOBAL NGO, (2018) http,//techreport.ngo/wp-content/uploads/2018- Tech-Report-English.pdf
The ALS Association. (2014). The ALS Ice Bucket Challenge. http,//www.alsa.org/fightals/ice-bucket-challenge.html, 09.01.2019
Waters, R. D., Burnett, E., Lamm, A., ve Lucas, J. (2009). Engaging stakeholders through social networking, How nonprofit organizations are using Facebook. Public relations review, 35(2), 102-106.
White, M. D., ve Marsh, E. E. (2006). Content analysis, A flexible methodology. Library Trends, 55(1), 22-45.
Wright, D. K., ve Hinson, M. D. (2009). An updated look at the impact of social media on public relations practice. Public relations journal, 3(2), 1-27.
YADA VAKFI- Verilerle Sivil Toplum Kuruluşları, (2015) Erişim: http,//www.raporlar.org/ wp-content/uploads/2018/01/c9b3f2a6d1595bde1124f6df6e830903.pdf
Yeşilay Kurumsal Web Sayfası (2019), Erişim: https://www.yesilay.org.tr/tr
Yeşilay Türkiye Facebook Sayfası (2019), Erişim: https,//www.facebook.com/ pg/1920yesilay/about/?ref=page_internal
Young, J. A. (2017). Facebook, Twitter, and blogs, The adoption and utilization of social media in nonprofit human service organizations. Human Service Organizations, Management, Leadership ve Governance, 41(1), 44-57.