A study on new media tools usage of Gendarmerie General Commands

The Gendarmerie General Command, in addition to fulfilling its legally assigned duties to protect the lives and property of citizens and ensuring public safety and security, also conducts public relations activities. This study analyzes the public relations performance of the Gendarmerie General Command initiated its social media activities in 2017. It has since emerged as the public security institution with the highest interaction rates. Therefore, the interaction performance of its social media presence on platforms such as YouTube, Facebook, Instagram, and Twitter (X) over a one-year period (January 1, 2022 – December 31, 2022) will be analyzed through categorical content analysis. This analysis will be conducted within a data classification framework that includes the following categories.: "Management Data," "Fan/Follower Relations," "Growth Trends," "Message/Content Categories," "Message/Content Interactions," "Interaction Performance," and "Comparison with Leading Institutions' Performance." This research aims to determine the social media management performance that most effectively establishes public security, identify the thematic areas with the highest levels of positive interaction, and provide a recommendation framework for public institutions, with data collection facilitated through collaboration with the Boomsocial platform. Data collected and coded using a coding schedule that includes the determined analysis categories and subcategories are transformed into various visual representations using Boomsocial's data analysis algorithms and software. Consequently, daily, weekly, and monthly changes, along with overall yearly trends, peaks, and troughs, are evaluated. The research findings indicate that social narratives and activities integrating the public yield significantly higher interaction performance than purely technical indicators. This study is significant in that it provides strategic direction and performance measurement for public security institutions. Moreover, it highlights the vital role of social media in public relations, particularly in enabling public security institutions to disseminate rapid and effective information during times of crisis.