Bir Halkla İlişkiler Aracı olarak Twitter: Dünya Sağlık Örgütü Paylaşımlarının İçerik Analizi ve Metin Madenciliği ile İncelenmesi
Twitter as a Public Relations Tool: Examining World Health Organization Tweets with Content Analysis and Text Mining

Summary/Abstract: World Health Organization (WHO) is one of the reference institutions for pandemic management in the Covid19. Social media accounts of WHO are important public relations tools to communicate with the international public during the pandemic. In this research, the shares of WHO's Twitter account in January 2022 were examined. The aim is to reveal the categories of WHO Twitter shares, the interaction rate and the sentiment analysis of the posts. For this purpose, a mixed method was used in the research. First of all, categories were created by content analysis, and then the likes and retweets of these posts were found according to the categories. Secondly, sentiment analysis of the shares was carried out in two stages with the text mining method. As a result, it was found that the most sharing was made about Covid19 and the shares that received the most interaction were also included in this category. The level of interaction of categories such as the need for funds or WHO mission which are unrelated to the crisis situation is quite low. At the same time, it was seen that the categories were in different emotions and profile moods of states.

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