Abstract
Rapid changes in information and communication technologies cause serious developments in marketing field similar to every sector. In parallel with these developments, the social media channels which appear as Web 2.0 applications have a number of advantages in comparison with traditional media channels. Social media gained a place in marketing activities because of its advantages. Social media is added on instruments in line with these developments that countries benefit in marketing activities for attracting more tourists, investment and becoming prominent against the other cities. Cities intensively benefit from social media because of social media’s properties like reaching the large masses, low marketing cost, interaction, receiving feedbacks rapidly, etc. Within this context, the purpose of this research is to determine the use statuses of social media by metropolitan municipalities as part of city marketing. In accordance with this purpose, official social media accounts of 30 metropolitan municipalities are investigated between the dates of 01/09/2016 and 30/09/2016, then their shares in social media channels are investigated in the context of city marketing.It is observed that two metropolitan municipalities do not have official Facebook accounts, four metropolitan municipalities do not have an official Twitter account as well. Again, it is found that 19 metropolitan municipalities do not have an official Instagram account and 17 metropolitan municipalities do not have official YouTube account. In consequence, it is observed that, our metropolitan municipalities do not benefit from social media effectively for city marketing activities.
Highlights
Social media has directly or indirectly affected many fields since its emergence
The following strategies are generally recommended to municipalities which want to use social media in city marketing activities;
When the memberships of social media channels -reaching to millions both across the world and across our country- are considered, the non-presence of metropolitan municipalities operating in Turkey cannot be thought
Summary
Social media has directly or indirectly affected many fields since its emergence. One of the fields that social media directly affects and contributes is certainly city marketing activities. The cities, in the name of their public enterprises and touristic locations, have reached to hundreds of thousands of followers through the accounts opened on social media channels. They had the opportunity of directly or indirectly communicating their touristic values to millions of people through their followers and their sharings. The visuals prepared by the specialists in the field are reaching to hundreds of thousands of people through these social media channels. Within the scope of this study that is realized in order to learn the social media usage statuses of 30 metropolitan municipalities in Turkey in the city marketing activities, findings relevant to presence of metropolitan municipalities in social media accounts, their follower numbers and number of their sharings regarding publicity have been revealed
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