A study on using new media in corporate communications: Yapi Kredi

In this study, new media, which causes changes in many fields, evaluated as a new communication tool, examined for its impact on corporate communication. It is a known fact that social media, which started with Web 2.0, and supported by mobile technologies that created a second evolution in a sense, affected corporate communication activities. Technological change in communication tools, differentiation of message content and its delivery to target audience and new stake holders, that directly affected our three fundamental pillars, drove the researcher to measure those change's effectiveness with a local brand: Yapı Kredi. In this study, it was aimed to reach reliable information directly by using semi-structured in-depth interviewing technique with content analysis method to realize social media analysis and the interviews were interpreted with descriptive analysis. The results of the research show that the active use of new media has changed the corporate communication activities of the organization. By using new media, cooperate's reach out methodologies and approach for target group are positively affected. Enhancing corporate communication methods with new media, leads to new areas of expertise. Effective use of social media by the cooperates increase the communication level with the end consumer in a positive way and provides quick feedback. However, it has not been proven that, whether the measurability and impact of corporate communication methods are facilitated by the new media or not.