ETKİ BAĞLAMINDA SOSYAL MEDYADA ÖLÇÜMLEME ÇALIŞMALARINA BAKIŞ: TÜRKİYE’DEKİ AJANSLAR ÜZERİNE BİR ARAŞTIRMA
SOCIAL MEDIA MEASUREMENT STUDIES WITHIN THE CONTEXT OF IMPACT: A RESEARCH ON AGENCIES IN TURKEY

Summary/Abstract: The effect of mass media on individual and society has a significant place on emerging and laying the foundations of communication science. Researches, previously evaluated within the context of powerful impact, were assessed within limited impact period afterwards. However, with widely tapping of television, it was returned to the powerful impact period. Impact evaluations have been conducted relating to almost every new instrument in communication history. But we now live in the social networks era in which the number of users are increasing day by day. The media which we call commonly as “Social Media”, unlike traditional mass media, present a communication model with multipoint-to-multipoint. Users take part in such media voluntarily and are in interaction with other users. The aim of this research is handling the social media with the positive approach within the context of impact and giving the opportunities emerged in that way. Because these media inspried people who have the idea and thus new job definitions have showed up, and new sectors have appeared with emerging of different specialties. The sector which Social Media Agencies constitute is one of them. Nowadays agencies are giving services to brands such as “reputation management”, “crisis management”, “monitoring” and “semantic analysis” and measuring social media with the tools they developed. In this context, thirty Social Media Agencies in Turkey are examined differentially in this research and evaluations were carried out putting emphasis on services regarding measurement in social media.

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