Corporate reputation management in social media: Yeşilay

Corporations are using not only traditional media but also social media platforms while making their public relations under today's conditions. Being in social media platforms is not enough to reach the target group. Corporations with two-way symmetrical communication practice have access to their target groups by means of social media and making possible to be successful in their communication. Hence, the corporations need to manage their corporate reputations in these platforms as in real life. Managing the social media platforms by using social media variables, which affect the corporate reputation, enables corporate reputation of the corporations to be perceived as affirmative. Within this study, it is aimed to analyze how Yeşilay manages its corporate reputation in social media. Qualitative content analysis is determined as method in the research. Questions are arranged in accordance with the social media variables, revealed primarily by Mc Corkindale and Di Staso, which affect the corporate reputation. Answers of these questions are analyzed in the content sharing of Yeşilay in official Facebook and Twitter platforms in social media, and it is determined that they carried out the content sharing relevant with which variable. 903 contents, which are shared by Yeşilay between the dates of 1 January 2015 and 30 July 2019 on Facebook and Twitter platforms, are analyzed. At the turn of the research, it is stated that how Yeşilay used the social media variables that affect the corporate reputation. As a result, it is revealed that Yeşilay is not successful in management of its corporate reputation in social media because of the social media variables that affect the corporate reputation are limited in its contents shared in social media platforms. Key Words: Corporate Communication, Corporate Reputation, Social Media