The role of social media in corporate communication: An analysis of banks on social media accounts

The development of communication technologies has made communication much faster and easier. Digital communication is increasing the importance and demand day by day in order to enable people to communicate more effectively with their friends, families, colleagues and other people, to keep up with the news, to follow up the current events, to share ideas and to create discussion environments. In social media communication, a new cigar opened and influenced all aspects of our lives. Social media has changed not only people, trade, institutions, marketing and means of influencing brands. In order to benefit from corporate communication, communication needs to be two pronged. Social media is a connection channel that has the potential in terms of communication because of its interactivity and unlimited use. Recognition of this potential is very important for institutions and organizations. The aim of this study is to demonstrate the importance of social communication networks in corporate communication activities. It has been observed that Instagram and Twitter are the most famous social network websites in Turkey. Therefore, the Instagram and Twitter pages of two banks analyzed. Research demonstrate that social media has an affirmative influences on corporate communication by supporting corporations to raise their Instagram, Twitter page followers, making their followers more operative and more busy which is admited one of the essential targets of corporate communication.