The Role of Social Media in Universities' Communication Strategies on Preference Days

İsmail Kaplan

Makale detayları

The Role of Social Media in Universities' Communication Strategies on Preference Days

Yazarlar:

İsmail Kaplan

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim ve Medya Politikası

Dergi:

Anadolu Strateji Dergisi Vol.5 Issue 2, pp.89-99

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307966

pISSN:

2687-5721

Anahtar kelimeler:

Özet:

 Social media not only shapes the lives, habits and preferences of individuals but also transforms how organisations reach their target audiences. Institutions that want to be in the medium where their target audience is located can follow their expectations, needs and wishes easily through social media. They can also create messages in line with these expectations and present them to their target audience. In this study, the messages produced and shared by universities in Türkiye during the 2023 The Higher Education Institutions Examination YKS Preference Days in order to reach their potential students who constitute their target audience were analysed. These messages were evaluated by content analysis method and it was determined which issues universities paid more attention to. The findings show that universities have made a communication strategy that presents messages emphasising the different opportunities they offer, especially preference days activities, programs and research opportunities, to their followers in different content types.

 Social media not only shapes the lives, habits and preferences of individuals but also transforms how organisations reach their target audiences. Institutions that want to be in the medium where their target audience is located can follow their expectations, needs and wishes easily through social media. They can also create messages in line with these expectations and present them to their target audience. In this study, the messages produced and shared by universities in Türkiye during the 2023 The Higher Education Institutions Examination YKS Preference Days in order to reach their potential students who constitute their target audience were analysed. These messages were evaluated by content analysis method and it was determined which issues universities paid more attention to. The findings show that universities have made a communication strategy that presents messages emphasising the different opportunities they offer, especially preference days activities, programs and research opportunities, to their followers in different content types.

 Social media not only shapes the lives, habits and preferences of individuals but also transforms how organisations reach their target audiences. Institutions that want to be in the medium where their target audience is located can follow their expectations, needs and wishes easily through social media. They can also create messages in line with these expectations and present them to their target audience. In this study, the messages produced and shared by universities in Türkiye during the 2023 The Higher Education Institutions Examination YKS Preference Days in order to reach their potential students who constitute their target audience were analysed. These messages were evaluated by content analysis method and it was determined which issues universities paid more attention to. The findings show that universities have made a communication strategy that presents messages emphasising the different opportunities they offer, especially preference days activities, programs and research opportunities, to their followers in different content types.

 Sosyal medya günümüzde bireylerin yaşantılarını, alışkanlıklarını ve tercihlerini şekillendirdiği gibi kurumların da hedef kitlelerine ulaşma biçimlerini dönüştürmektedir. Hedef kitlesinin bulunduğu mecrada bulunmak isteyen kurumlar sosyal medya aracılığıyla onların beklentilerini, ihtiyaçlarını ve isteklerini daha yakından takip edebilmekte, bu beklentilere uygun iletiler geliştirerek hedef kitlelerine sunmaktadır. Bu çalışmada 2023 YKS Tercih Dönemi boyunca Türkiyedeki üniversitelerin hedef kitlesini oluşturan potansiyel öğrencilerine ulaşmak için hangi mesajları üretip paylaştığı ele alınmış, bu mesajlar içerik analizi yöntemiyle değerlendirilerek üniversitelerin hangi konulara daha fazla dikkat çektiği saptanmıştır. Elde edilen bulgular üniversitelerin tercih ve tanıtım etkinlikleri, program tanıtımları ve araştırma olanakları başta olmak üzere sundukları farklı imkânları vurgulayan mesajları farklı içerik türlerinde takipçilerine sunan bir iletişim stratejisi geliştirdiklerini göstermektedir.

Makale detayları

The Role of Social Media in Universities' Communication Strategies on Preference Days

Yazarlar:

İsmail Kaplan

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim ve Medya Politikası

Dergi:

Anadolu Strateji Dergisi Vol.5 Issue 2, pp.89-99

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307966

pISSN:

2687-5721

Social media

University preference

Communication strategySosyal medya

Üniversite tercihi

iletişim stratejisi

Sayı

Makale detayları

The Role of Social Media in Universities' Communication Strategies on Preference Days

Yazarlar: İsmail Kaplan

Yayıncı: Anadolu University

Ana Başlıklar: İletişim ve Medya Politikası

Dergi: Anadolu Strateji Dergisi Vol.5 Issue 2, pp.89-99

Belge Tipi: Makale

Yayın Tarihi: 12/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001307966

pISSN: 2687-5721

Social media

University preference

Communication strategySosyal medya

Üniversite tercihi

iletişim stratejisi

Sayı

Yazarlar:

İsmail Kaplan

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim ve Medya Politikası

Dergi:

Anadolu Strateji Dergisi Vol.5 Issue 2, pp.89-99

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307966

pISSN:

2687-5721