Social Media Usage Patterns in Port Industry: Implications for Port Promotion and Public Relations
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Date
2018
Authors
Soner Esmer
Aylin Caliskan
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Abstract
Sosyal medya bireylerin günlük hayatlarına nüfuz etmişken işletmelerde bu yeni alanın önemini kavradıklarından beri sosyal medya araçlarını kullanmada yeni stratejik yaklaşımlar geliştirmeye başlamışlardır. Bu çalışmanın amacı liman endüstrisinde sosyal medya yönetimi konusundaki boşluğa bir adım atmaktır. Çalışmada odaklanılan örneklem Türkiye'de bulunan konteyner terminalleridir. Daha anlamlı sonuçlar elde etmek amacıyla Los Angeles Rotterdam ve Antwerp limanlarıyla da bir karşılaştırma yapılmıştır. Dünyadaki en büyük sosyal medya platformu olan Facebook'ta 8 aylık süreyi kapsayan süre için bir sosyal medya analizi yazılımı ile limanlar analiz edilmiş en dikkat çekici konular ve katılım seviyeleri belirlenmiştir. Yüksek etkileşim düzeylerine sahip limanların en dikkat çekici mesajlarında liman hizmeti altyapı ve üstyapı yatırımlar veya başarı öyküleri hakkında herhangi bir açıklama resim veya video içermediği tespit edilmiştir. Çalışmanın sonunda gerçek örnek olaylarla desteklenerek limanların sosyal medya yönetimleri için öneriler geliştirilmiştir
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Mühendislik- Deniz-Denizcilik-İşletme-Halkla İlişkiler
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Citation
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