Social Media Usage Practices of Local Governments in the Context of City Image

Nihal Erdoğan Sepetci

Makale detayları

Social Media Usage Practices of Local Governments in the Context of City Image

Yazarlar:

Nihal Erdoğan Sepetci

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim ve Medya Politikası

Dergi:

Anadolu Strateji Dergisi Vol.6 Issue 1, pp.79-94

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320001

pISSN:

2687-5721

Anahtar kelimeler:

Özet:

 With the spread of social networks and their use by a wide segment of society, branding and building image and reputation in the online environment has become important. With the opportunities they provide, social networks allow their users to idealize themselves, their institutions, their goals and activities, and to influence their target audiences in the direction they want. Although the concept of image is mostly integrated with people and institutions, it is observed that countries, cities and even villages are trying to create an image today. In this regard, local governments also actively take part in social networks and try to announce their presence and activities online to their target audiences. This research aims to determine the content of the posts of metropolitan municipalities that appeal to a wide range of followers, their communication styles and whether the digital content they create is in line with the city brand image. In order to determine the attitude of the metropolitan municipalities towards the image management of their cities in the digital environment, the Instagram accounts of the 5 metropolitan municipalities with the highest interaction on social networks in 2023 were examined with the descriptive analysis method and evaluated in terms of creating a city image. As a result of the analysis, Kocaeli, Gaziantep and Diyarbakır metropolitan municipalities, use social networks in a way that will contribute positively to the city brand image, while Ankara and Istanbul metropolitan municipalities use social networks mostly for the purpose of announcing municipal services and use social networks for the formation of city brand image. It has been determined that it does not benefit from networks.

 With the spread of social networks and their use by a wide segment of society, branding and building image and reputation in the online environment has become important. With the opportunities they provide, social networks allow their users to idealize themselves, their institutions, their goals and activities, and to influence their target audiences in the direction they want. Although the concept of image is mostly integrated with people and institutions, it is observed that countries, cities and even villages are trying to create an image today. In this regard, local governments also actively take part in social networks and try to announce their presence and activities online to their target audiences. This research aims to determine the content of the posts of metropolitan municipalities that appeal to a wide range of followers, their communication styles and whether the digital content they create is in line with the city brand image. In order to determine the attitude of the metropolitan municipalities towards the image management of their cities in the digital environment, the Instagram accounts of the 5 metropolitan municipalities with the highest interaction on social networks in 2023 were examined with the descriptive analysis method and evaluated in terms of creating a city image. As a result of the analysis, Kocaeli, Gaziantep and Diyarbakır metropolitan municipalities, use social networks in a way that will contribute positively to the city brand image, while Ankara and Istanbul metropolitan municipalities use social networks mostly for the purpose of announcing municipal services and use social networks for the formation of city brand image. It has been determined that it does not benefit from networks.

 With the spread of social networks and their use by a wide segment of society, branding and building image and reputation in the online environment has become important. With the opportunities they provide, social networks allow their users to idealize themselves, their institutions, their goals and activities, and to influence their target audiences in the direction they want. Although the concept of image is mostly integrated with people and institutions, it is observed that countries, cities and even villages are trying to create an image today. In this regard, local governments also actively take part in social networks and try to announce their presence and activities online to their target audiences. This research aims to determine the content of the posts of metropolitan municipalities that appeal to a wide range of followers, their communication styles and whether the digital content they create is in line with the city brand image. In order to determine the attitude of the metropolitan municipalities towards the image management of their cities in the digital environment, the Instagram accounts of the 5 metropolitan municipalities with the highest interaction on social networks in 2023 were examined with the descriptive analysis method and evaluated in terms of creating a city image. As a result of the analysis, Kocaeli, Gaziantep and Diyarbakır metropolitan municipalities, use social networks in a way that will contribute positively to the city brand image, while Ankara and Istanbul metropolitan municipalities use social networks mostly for the purpose of announcing municipal services and use social networks for the formation of city brand image. It has been determined that it does not benefit from networks.

 Sosyal ağlar sağladığı imkanlar ile kullanıcılarına kendilerini, kurumlarını, amaç ve faaliyetlerini idealize ederek tanıtmalarına ve hedef kitlelerini istedikleri yönde etkilemelerine olanak sunmaktadır. Sosyal ağların yaygınlaşması ve toplumun geniş bir kesimi tarafından kullanılmaya başlamasıyla çevrimiçi ortamda markalaşmak, imaj ve itibar oluşturmak önemli hale gelmiştir. İmaj kavramı çoğunlukla kişi ve kurumlarla bütünleşmiş bir kavram olsa da günümüzde ülkelerin, şehirlerin ve köylerin dahi bir imaj oluşturmaya çalıştıkları gözlemlenmektedir. Bu doğrultuda yerel yönetimler de sosyal ağlarda aktif olarak yer almakta, çevrimiçi ortamda varlıklarını ve faaliyetlerini hedef kitlelerine duyurmaya çalışmaktadır. Bu araştırmada geniş bir takipçi kitlesine hitap eden büyükşehir belediyelerinin paylaşımlarının hangi içeriklerden oluştuğunun, iletişim biçimlerinin ve oluşturdukları dijital içeriklerin şehir marka imajı ekseninde olup olmadığının belirlenmesi amaçlanmaktadır. Büyükşehir belediyelerinin, şehirlerinin dijital ortamdaki imaj yönetimi için nasıl bir tutum içinde olduğunu belirlemek amacıyla, sosyal medya analiz araştırmalarında 2023 yılında sosyal ağlarda en yüksek etkileşime sahip olan 5 Büyükşehir Belediyesinin Instagram hesapları betimsel analiz yöntemiyle incelenmiş ve şehir imajı oluşturulması açısından değerlendirilmiştir. Yapılan analizler sonucunda Kocaeli, Gaziantep ve Diyarbakır Büyükşehir Belediyelerinin, sosyal ağları şehir marka imajına olumlu katkı sağlayacak şekilde kullandığı, Ankara ve İstanbul büyükşehir belediyelerinin ise sosyal ağları daha çok belediye hizmetlerinin duyurulması amacıyla kullandığı, şehir marka imajı oluşumu için sosyal ağlardan faydalanmadığı tespit edilmiştir.

Makale detayları

Social Media Usage Practices of Local Governments in the Context of City Image

Yazarlar:

Nihal Erdoğan Sepetci

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim ve Medya Politikası

Dergi:

Anadolu Strateji Dergisi Vol.6 Issue 1, pp.79-94

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320001

pISSN:

2687-5721

City image

Social networks

Instagram

Image on social networksŞehir imajı

Sosyal ağlar

Instagram

Sosyal ağlarda imaj

Sayı

Makale detayları

Yazarlar: Nihal Erdoğan Sepetci

Yayıncı: Anadolu University

Ana Başlıklar: İletişim ve Medya Politikası

Dergi: Anadolu Strateji Dergisi Vol.6 Issue 1, pp.79-94

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001320001

pISSN: 2687-5721

Sayı

Yazarlar:

Nihal Erdoğan Sepetci

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim ve Medya Politikası

Dergi:

Anadolu Strateji Dergisi Vol.6 Issue 1, pp.79-94

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320001

pISSN:

2687-5721