Investigation of the use of social media in corporate communication from the perspective of women's volleyball sports club

Objective: Social media is one of the most effective means of communication today. In this study, it is aimed to examine and interpret the data obtained through Facebook, Twitter, Instagram and YouTube accounts, which are the official social media platforms used by Eczacıbaşı VitrA Sports Club as a corporate communication tool, in terms of the usage levels of the accounts. Material and methods: In the study, descriptive survey model, one of the qualitative research methods, was used. The data obtained during the period from 2012 when the official social media accounts of the club were opened until May 19, 2020, were documented and coded according to the content analysis method; It was handled under 5 (five) main themes: success, appearance, account content, sharing type and comparison. Results: Success contacted by Turkey and the Turkish women's volleyball and contribute greatly to the country's success with numerous achievements gained in the world; According to the theme of appearance, it is accessible despite shortcomings; ranked among the top three in the world according to the theme of account content; According to the theme of the type of sharing, social media accounts are used very actively, but there are deficiencies in some types of sharing; According to the comparison theme, it has been determined that it is in the top two places among the top five sports clubs in the 2019 FIVB Women's World Club Championship. Conclusion: This study is the first study conducted in our country on the social media usage levels of women's volleyball sports clubs. We think that the findings obtained can help sports clubs to communicate more effectively with their stakeholders by eliminating their communication gaps. Keywords: Eczacıbaşı VitrA Sports Club, corporate communication, social media, volleyball.