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Kurumsal Sosyal Medya Yönetimi Kilavuzu

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Kurumsal Sosyal Medya Yönetimi Kilavuzu KURUMSAL SOSYAL MEDYA YÖNETİMİ KILAVUZU RAPORTÖR Engin DİNÇ – USMED AR-GE Başkanı KATKIDA BULUNANLAR Engin DİNÇ – USMED AR-GE Başkanı Doç. Dr. Mustafa BOSTANCI – USMED Akademi Başkanı Aslı SUCU – USMED Eğitim Başkanı 04.05.2021 – V 1.0 İçindekiler Sunuş .......................................................................................................................................... 3 Kurumsal Sosyal Medya Yönetimi Kılavuzu ................................................................................ 5 Sosyal Medya Zaman Çizelgesi ............................................................................................... 6 Genel Tanımlar ........................................................................................................................ 8 Sosyal Medya ...................................................................................................................... 8 İnternet ............................................................................................................................... 8 Sosyal Medya Yönetiminde Dikkat Edilmesi Gereken Mevzuatlar ......................................... 8 Kurumsal Sosyal Medyanın Oluşturulması ve Yönetimi ......................................................... 8 Hesap Oluşturma ................................................................................................................ 8 Güvenlik .............................................................................................................................. 9 Yönetim ............................................................................................................................. 10 Paylaşım Yapılabilecek Özel Günler ...................................................................................... 13 Sosyal Ağların İçerik Özellikleri ............................................................................................. 23 Facebook ........................................................................................................................... 24 Profil Fotoğrafı .............................................................................................................. 25 İşletme Sayfası Profil Fotoğrafı ..................................................................................... 26 Kapak Fotoğrafı ............................................................................................................. 26 Görsel Paylaşımı ........................................................................................................... 27 Bağlantı Paylaşımı ......................................................................................................... 27 Öne Çıkan Görüntü ....................................................................................................... 28 Etkinlik Görüntüsü ........................................................................................................ 28 İnstagram .......................................................................................................................... 30 Profil Fotoğrafı .............................................................................................................. 31 Profil Akışı ..................................................................................................................... 32 Görsel Paylaşım ............................................................................................................ 32 Hikâye, Reels ve IGTV Paylaşımı ................................................................................... 33 Twitter ............................................................................................................................... 34 Profil Fotoğrafı .............................................................................................................. 35 Kapak Fotoğrafı ............................................................................................................. 36 Fotoğraf ve Bağlantı Paylaşımı ..................................................................................... 37 Trending Topic Çalışması ve Hashtag ................................................................................ 38 KURUMSAL SOSYAL MEDYA YÖNETİMİ KILAVUZU 1 Pinterest ............................................................................................................................ 41 Profil Fotoğrafı .............................................................................................................. 42 Pin ................................................................................................................................. 42 Pin Panosu .................................................................................................................... 43 Linkedin ............................................................................................................................. 44 Kişisel Profil Fotoğrafı ................................................................................................... 45 Kişisel Arkaplan Görüntüsü........................................................................................... 46 Kurumsal Logo Görseli .................................................................................................. 46 Kare Logo ...................................................................................................................... 47 Kurumsal Kapak Fotoğrafı ............................................................................................ 47 Kurumsal Banner Görseli .............................................................................................. 48 Kapak Görseli ................................................................................................................ 48 Paylaşılan Görsel veya Bağlantı .................................................................................... 49 Youtube ............................................................................................................................. 50 Kanal Profil Fotoğrafı .................................................................................................... 51 Kanal Kapağı Fotoğrafı .................................................................................................. 52 Video Yüklemeleri ......................................................................................................... 52 Sosyal Medya Analiz ve Raporlama Araçları ......................................................................... 53 Sprout Social ................................................................................................................. 54 Iconosquare ................................................................................................................. 55 Social Pilot .................................................................................................................... 55 Hootsuite ...................................................................................................................... 56 eClincher ...................................................................................................................... 57 Buffer ........................................................................................................................... 57 Kısaltmalar ve Terimler ......................................................................................................... 59 KURUMSAL SOSYAL MEDYA YÖNETİMİ KILAVUZU 2 Sunuş Yaşadığımız Covid-19 pandemisinin de etkisiyle, hayatımız olması gerekenden daha hızlı bir şekilde dijitalleşiyor. Bir taraftan gerçek hayata dair yaşam alanımız çeşitli kısıtlamalarla karşılaşırken, diğer taraftan dijital dünyanın hâkimiyet alanı genişliyor. Dijital çağ, bilginin her an yenilendiği, hızla dolaşıma girdiği ve gündelik pratiklerimize dair yeni dijital yöntemlerle karşılaştığımız bir döneme işaret ediyor. Bireyler, organizasyonlar ve kurumlar hızlı değişimlerin yaşandığı bu dijital çağa ayak uydurmakta zorlanabiliyor. Dünyanın ilk sosyal medya derneği olan USMED, teknoloji ve dijitalleşme ekseninde projeler üretmeye, faaliyetler yürütmeye ve her geçen gün daha fazla dijitalleşen hayatımızın çıkmazlarına dair çözümler üretmeye gayret ediyor. Dijital hayatı anlamlandırmak için bireysel ve kurumsal çalışmalar gerçekleştiriyor. Kurumsal iletişimden dijital itibara, örgütsel iletişimden kriz yönetimine kadar bütün süreçlerde sosyal medya stratejik bir öneme sahip. Örgütsel hedeflerin gerçekleştirilmesinde sosyal medya çok yoğun ve aktif olarak kullanılıyor. Dijital iletişimde yapılan küçük bir hata büyük bir krize yol açarken, karşılaşılan örgütsel sorunları yönetmek için dijital platformlar önemli bir fırsat olarak görülüyor. Fırsatları ve riskleri bir arada bulunduran bu platformları iyi tanımak ve başarılı bir şekilde yönetmek gerekiyor. Dünyanın en büyük sosyal medya platformu Facebook gençler arasında popülerliğini kaybederken, henüz birkaç yıllık bir maziye sahip olan İnstagram kullanıcı sayısını artırmaya devam ediyor. Türkiye nüfusunun %90.8’i mobil telefon kullanırken, her 10 kişiden 7’si internete erişim sağlayabiliyor. Ülkemizde toplam 60 milyon aktif sosyal medya kullanıcısı bulunuyor. Türkiye’de bir kullanıcı günlük ortalama 8 saat internet kullanırken, günde ortalama 3 saatini sosyal medyada geçiriyor. Digital In 2021 raporuna ait bu veriler, internet ve sosyal medyanın hayatımızdaki yeri ve önemini gözler önüne seriyor. Kurumsal Sosyal Medya Yönetimi Kılavuzu’nun bu ilk versiyonu,
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