Sosyal dinleme platformu kullanımının dijital halkla ilişkiler alanına sağlayabileceği katkılar: Sprinklr örneği
| dc.authorid | 0000-0002-9086-9572 | |
| dc.authorid | 0000-0003-4103-2386 | |
| dc.contributor.author | Yılmaz Tiryaki, Esra | |
| dc.contributor.author | Özgen, Ebru | |
| dc.date.accessioned | 2024-12-31T09:10:35Z | |
| dc.date.available | 2024-12-31T09:10:35Z | |
| dc.date.issued | 2024 | |
| dc.department | İstanbul Ticaret Üniversitesi | |
| dc.description.abstract | Sosyal dinleme, çevrim içi birçok mecranın kapsam altına alınarak takip edilmesine, verilerin toplanmasına, analizlerin yapılmasına, içgörülerin elde edilmesine olanak tanıyan süreçler bütünüdür. Bu süreçlerin her birinin günümüz dijital dünyasında önem arz etmesi nedeniyle sosyal dinlemeye olan ihtiyaç kaçınılmaz hale gelmekte, birçok alanda kullanılmaktadır. Literatürde bu alanlardan birinin halkla ilişkiler disiplini olduğu belirtilmekle birlikte, çeşitli araştırmalarda önemli olduğu vurgulanmaktadır. Bu çalışma, sosyal dinleme uygulamalarıyla hangi verilere ve analizlere ulaşılabildiğini, bu bağlamda sosyal dinleme platformu kullanımının dijital halkla ilişkilere nasıl katkılar sağlayabileceğini tespit etmek amacıyla gerçekleştirilmiştir. Araştırma kapsamında vaka çalışması yöntemi kullanılmış, sosyal dinleme platformları arasında öne çıktığı gözlemlenen, ücretsiz deneme sürümü veren ve özelliklerini gizlemeyen Sprinklr platformu kullanılarak tek vaka çalışması yürütülmüştür. Çalışma doğrultusunda, araştırmanın konusuyla ilişkili olması, genel erişime açık mecralarda fazla yansıma alması ve gerekli veriyi toplayabilmeye olanak tanıması nedenleriyle yapay zekâ ve halkla ilişkilerde yapay zekâ konusunda örnek bir çalışma yapılmıştır. Veriler; API bağlantısı kurulması istenen sosyal ağlar kapsam dışında tutularak, haber siteleri, X, Reddit ve Quora mecraları üzerinden, Türkçe ve İngilizce dillerinde, 4 Kasım 2023- 3 Aralık 2023 tarihleri arasında toplanmıştır. Elde edilen bulgular sosyal dinleme uygulamalarının; hedef kitlelerin nerede, ne zaman, ne konuştuğu, nasıl bir duygu durumunda içerikler paylaştığı gibi birçok kapsamda veri elde edilmesine olanak tanıdığını, ayrıca; erişim, demografi, duygu, mecra, kelime, hashtag, tema ve influencer analizlerine ulaşılmasını sağladığını göstermiştir. Araştırma bulguları aracılığıyla sosyal dinleme platformu kullanımının dijital halkla ilişkilerin amaç, bileşen ve uygulama alanları noktalarında katkılar sağlayabileceği de ortaya konmuştur. | |
| dc.description.abstract | Social listening, also known as social media listening, refers to the activities conducted using tools or platforms to monitor, analyze, and gain insights from conversations occurring across online channels. Instead of searching and following the subject to be followed one by one in digital channels, it enables the monitoring of conversations and trends by entering criteria such as keywords and media selections into the system of the tool, visualising and analysing the data obtained, thus enabling information, insight and strategy design on the subject to be followed. Social listening, which provides opportunities to follow developments and trends in the digital world, to stay active, and to meet at a common point with various audiences, is becoming an application used by many disciplines day by day. One of these areas is the discipline of digital public relations, which has a strong technological and strategic infrastructure that allows establishing relationships with target audiences, creating mutual understanding, and managing relationships in digital media. Social listening tools and platforms are among the artificial intelligence-supported tools that public relations experts can use in various researches, there are researches on their importance in the field and it is stated that they offer various opportunities. The aim of this study is to determine which data and analyses can be obtained by conducting a sample study through the use of a social listening platform, and how its use in this context can contribute to the field of digital public relations. In accordance with the purpose of the study, data was collected through a case study. The universe of the research for the case study consists of all platforms and tools for social listening. Due to the fact that there are many platforms and tools that enable social listening, their exact number is unknown, and it is not possible to use all of them within the scope of the research, sampling was carried out with the purposeful sampling method. In the study, a single case study was conducted using the Sprinklr social listening platform within the scope of purposive sampling. The reason for choosing Sprinklr is that it is among the top 10 platforms in the report examining social listening platforms (Liu & Dawson 2020), it is on the “best social listening tools list” on the Capterra (2023) site, which allows the selection and examination of various software and presents software in categories, and it stands out in the Capterra feature list among 61 tools. Another reason is that, considering the cost limitation within the research, this platform provides a free demo, makes this demo available for 90 days and does not hide its features in the free trial version. A sample social listening was conducted on artificial intelligence and artificial intel ligence in public relations using Sprinklr social listening platform. The selection of the topic was influenced by the fact that it is related to the subject of the study, that it is highly reflected in digital media, that it allows to collect sufficient sample data without including the media that are not generally accessible, and that the analyses provided by the social listening platform can be examined. In the data collection process; the keywords artificial intelligence, use of artificial intelligence, artificial in telligence in public relations, use of artificial intelligence in public relations were used. The data were collected in Turkish and English between November 4, 2023 and December 3, 2023 through news websites, X, Reddit and Quora channels, excluding social networks where API connection was requested, and the findings obtained were analyzed. According to the findings of the one-month sample social listening practice initiated within the scope of the case study, it was determined that social listening studies provided mention and reach analyses, demographic analyses, senti ment analyses, medium and media coverage analyses, word, theme and hashtag analyses, and influencer analyses. Basically, through these analyses; how much the subject to be followed is talked about and interacted with in online channels, when the conversations increase, who the target audiences consist of, in which channels, when, what is talked about, what kind of emotional state the content is shared, what are the most used expressions, around which themes positive and negative content is shared, how the conversations are handled in digital media, what are the popular news, which influencers share around the relevant subject, who are the influencers who defend and denigrate according to the content of the posts can be obtained. Through the research findings, it has been determined that the use of social listening platform will enable the achievement of the objectives of digital public relations such as determining digital target audiences, producing interesting content, following online channels, and capturing the context, which is one of the components of digital public relations. In addition to its purpose and component, with the data and analyses provided by the use of social listening platform; it has been reached that contributions can be obtained in the application areas of digital public relations such as online crisis man agement, reputation management, social media management, online newsletters. As a result of the research, it has been revealed that the use of social listening platforms enables the acquisition of many strategic data about active, conscious, unactivated and untargeted users, analysing them, capturing contributions in terms of purpose, component and application areas in the field of digital public relations, generating insights and thus design ing strategies and campaigns by taking actions. It has also been determined that by collecting and analysing data that cannot be obtained manually from many channels in a single dashboard, it will reduce the workload of practitioners and allow them to manage their time efficiently. For these reasons, it has been explained that social listening applications are emphasised to be important in public relations discipline, and it is predicted that their importance will increase in the coming years with more artificial intelligence integration. | |
| dc.identifier.citation | Yılmaz Tiryaki, E. ve Özgen, E. (2024). Sosyal Dinleme Platformu Kullanımının Dijital Halkla İlişkiler Alanına Sağlayabileceği Katkılar: Sprinklr Örneği. Intermedia International e-Journal, 11(21) 159-181. | |
| dc.identifier.doi | 10.56133/intermedia.1475347 | |
| dc.identifier.endpage | 181 | |
| dc.identifier.issn | 2149-3669 | |
| dc.identifier.issue | 21 | |
| dc.identifier.startpage | 159 | |
| dc.identifier.uri | https://hdl.handle.net/11467/9408 | |
| dc.identifier.volume | 11 | |
| dc.indekslendigikaynak | TR-Dizin | |
| dc.language.iso | tr | |
| dc.publisher | Istanbul Commerce University | |
| dc.relation.ispartof | Intermedia International e-Journal | |
| dc.relation.publicationcategory | Makale - Uluslararası Hakemli Dergi - Başka Kurum Yazarı | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.subject | Sosyal Dinleme | |
| dc.subject | Dijital Halkla İlişkiler | |
| dc.subject | Sosyal Dinleme Platformu Kullanımı | |
| dc.subject | Katkılar | |
| dc.subject | Social Listening | |
| dc.subject | Digital Public Relations | |
| dc.subject | Social Listening Platform Usage | |
| dc.subject | Contributions | |
| dc.title | Sosyal dinleme platformu kullanımının dijital halkla ilişkiler alanına sağlayabileceği katkılar: Sprinklr örneği | |
| dc.title.alternative | Contributions that the use of social listening platform can provide to the field of digital public relations: The case of Sprinklr | |
| dc.type | Article |
