Use of social media in municipalities as a public relations tool: Trabzon sample

In this study, it is aimed to examine the changes that the internet and internet technologies, which are increasingly used around the world, in public relations practices in institutions. In the first three parts of the research conducted in this direction, the changing definitions, models, levels, practitioner roles, position and tools of public relations from past to present are mentioned. In addition, the advantages and disadvantages of using these tools in traditional media and new media comparisons are revealed. In the last part of the research, the use of social media as a public relations tool of the district municipalities in Trabzon is measured. Considering that more than half of the population of our country is internet users and the majority of internet users actively use social media, it is important for municipalities to take part in social media networks as a public relations tool in order to reach their target audiences. The contents shared in 3 different social media accounts of 18 district municipalities in Trabzon with the full count method were obtained through document analysis. The obtained data were subjected to content analysis with themes and categories created within the framework of 4 research questions. The findings obtained within the scope of the research covering all of the 18 district municipalities in Trabzon; It shows that municipalities are involved in social media that are used extensively by the society and that they are actively sharing. This shows that municipalities have taken steps to provide a basis for mutual interaction.