The use of social media in corporate communication: Comparison of state universities accounts in Konya in the context of content analysis and interaction

Social media, which has been widely used in recent years, has become a medium where many institutions carry out communication activities. It has become a preferred tool in corporate communication activities of universities, especially since it provides free, two-way communication with instant notification, independent of time and place. In this direction, in the study; In order to examine the use of social media in the corporate communication activities of universities, three state universities in Konya were taken as samples. The posts of the Official Twitter and Instagram accounts of the universities in the 6-month period between September 1, 2022 and February 28, 2023 were analyzed by content analysis, a qualitative research method, based on Grunig and Hunt's Public Relations Models. In the study, it was revealed how universities use social media. In the light of the findings, no significant difference was observed in the use of social media by public universities. Necmettin Erbakan University; When evaluated in terms of elements that provide interaction such as sharing, likes, retweets and comments, it has been the university that uses social media most actively. When the social media usage of universities is examined according to Grunig and Hunt's Four Models of Public Relations; It was observed that they adopted the Public Information Model.