Social media focused pr strategy: an application and research in fmcg-food sector

We live in a rapidly improving and changing, tech-savy society where virtual and social media presences of people increase. Increased usage of social media resulted an interactive environment for everyone with distinct cultures and segments, thus first time in history, people had the opportunity to receive -even individual responses from all kinds of institutions. Penetration of new communication media also resulting interest in flowing information, increasing the power of social media, bringing a new aspect to human socialization. Today, not only individuals, but also the corporations and companies started to use social media tools too. In Turkey, fast internet and social media penetration had its powerful impact on businesses too. Even so, new business laws require all operating companies, either if it's a small enterprise or a nationwide corporation, to have their dedicated domains and websites. In today's fast paced competitive environment, it is vital for corporations and companies to create their own information pools and share it with public directly. This thesis aimed to research the effectiveness of social media platforms for companies, and measure if they could effectively utilize them in terms of marketing communications and public relations.