Kamu Yönetiminde Sosyal Medya Kullanımı Ve Yönetimi: Temel İlkeler Ve Öneriler
Özet
In this study, the social media management of public institutions was examined within the
context of literature and current practices. The aim of the study is to determine basic principles
of managing social media for public institutions and put forward some suggestions in order to
ensure an effective social media management and usage in Turkey. The basic claim of the
research is the limited degree of achievement of social media management despite the
prevalence of social media usage by public institutions in Turkey. The research focuses on the
guiding documents of public institutions in terms of giving clues as to how social media
management is implemented. In this context, firstly the social media guiding documents of the
public institutions from selected countries were examined by content analysis method,
afterwards common approaches to social media have been identified and finally it has been
confirmed that these approaches are covered by the relevant literature. In Turkey; the strategic
documents that determine the social media approaches of the state, political parties and public
institutions were examined and the contents of the corporate web sites were examined. Despite
the widespread use of social media, it has come to the conclusion that there is no set of
principles and rules for social media management for public institutions. Similar results were
obtained in a field study of some selected central and local government units and it was
determined that the use of social media in public institutions was limited mainly to informing
citizens and informing their activities and a guiding document was needed in order to provide
social media management. As a result; 10 social media principles have been developed in order
to ensure an effective social media management and usage in public institutions of Turkey
depending on the literature review, contents of social media guiding documents and the findings
of field study. In addition, a structure has been proposed which envisages that these principles
should be implemented in a guiding document depending on the institution's strategic plans.
Within this structure, the social media principles constitute the framework of social media
management to be established within the institution.
