A STUDY ON THE USE OF SOCIAL MEDIA BY MAYORS: THE CASE OF IZMIR DISTRICT MUNICIPALITIES

Hakan Aşan

Article Details

A STUDY ON THE USE OF SOCIAL MEDIA BY MAYORS: THE CASE OF IZMIR DISTRICT MUNICIPALITIES

Authors:

Hakan Aşan

Publisher:

Dokuz Eylul University

Main Topics:

Bilgi Sistemleri (Diğer)

Journal:

Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.27 Issue 1, pp.140-168

Document Type:

Article

Publication Date:

3/2025

Document Language:

Turkish

Document ID (Org No.):

2001333444

pISSN:

1308-0911

Keywords:

Abstract:

 Today, social media is used as an important mass communication tool by many segments of the society for different purposes. Corporate social media accounts are also an important information and interaction platform for local governments. In addition to corporate social media accounts, mayors also have their own personal social media accounts. While the official social media accounts of municipalities are generally used to provide various information about the municipality, the accounts of mayors reflect both information about the municipality and some personal information and opinions. This study aims to evaluate the effectiveness of social media strategies of district mayors of Izmir province by analysing their interactions on X formerly Twitter. The research aims to understand how mayors use social media platforms and to analyse how they shape their communication with the public. By taking into account the content of mayors posts, post structures, timing and periodical trends, interaction rates were analysed through the number of likes and reposts. The findings show that mayors use social media platforms effectively in terms of political discourse. However, it is observed that it is not preferred in terms of communication with citizens. Research findings show that post lengths, hashtag use, times of day, and different periods of the year have significant effects on engagement. It was observed that the posts made during weekends, evenings and nights received more interaction. These findings provide suggestions for mayors to optimize their social media strategies and communicate more effectively with the public. The research emphasizes the importance of strategic use of social media for local government representatives and provides valuable information on methods to increase interaction.

 Today, social media is used as an important mass communication tool by many segments of the society for different purposes. Corporate social media accounts are also an important information and interaction platform for local governments. In addition to corporate social media accounts, mayors also have their own personal social media accounts. While the official social media accounts of municipalities are generally used to provide various information about the municipality, the accounts of mayors reflect both information about the municipality and some personal information and opinions. This study aims to evaluate the effectiveness of social media strategies of district mayors of Izmir province by analysing their interactions on X formerly Twitter. The research aims to understand how mayors use social media platforms and to analyse how they shape their communication with the public. By taking into account the content of mayors posts, post structures, timing and periodical trends, interaction rates were analysed through the number of likes and reposts. The findings show that mayors use social media platforms effectively in terms of political discourse. However, it is observed that it is not preferred in terms of communication with citizens. Research findings show that post lengths, hashtag use, times of day, and different periods of the year have significant effects on engagement. It was observed that the posts made during weekends, evenings and nights received more interaction. These findings provide suggestions for mayors to optimize their social media strategies and communicate more effectively with the public. The research emphasizes the importance of strategic use of social media for local government representatives and provides valuable information on methods to increase interaction.

 Today, social media is used as an important mass communication tool by many segments of the society for different purposes. Corporate social media accounts are also an important information and interaction platform for local governments. In addition to corporate social media accounts, mayors also have their own personal social media accounts. While the official social media accounts of municipalities are generally used to provide various information about the municipality, the accounts of mayors reflect both information about the municipality and some personal information and opinions. This study aims to evaluate the effectiveness of social media strategies of district mayors of Izmir province by analysing their interactions on X formerly Twitter. The research aims to understand how mayors use social media platforms and to analyse how they shape their communication with the public. By taking into account the content of mayors posts, post structures, timing and periodical trends, interaction rates were analysed through the number of likes and reposts. The findings show that mayors use social media platforms effectively in terms of political discourse. However, it is observed that it is not preferred in terms of communication with citizens. Research findings show that post lengths, hashtag use, times of day, and different periods of the year have significant effects on engagement. It was observed that the posts made during weekends, evenings and nights received more interaction. These findings provide suggestions for mayors to optimize their social media strategies and communicate more effectively with the public. The research emphasizes the importance of strategic use of social media for local government representatives and provides valuable information on methods to increase interaction.

 Günümüzde sosyal medya önemli bir kitle iletişim aracı olarak toplumun birçok kesimi tarafından farklı amaçlar için kullanılmaktadır. Yerel yönetimler için de kurumsal sosyal medya hesapları önemli bir bilgilendirme ve etkileşim platformudur. Kurumsal sosyal medya hesaplarının yanında belediye başkanlarının kendilerine ait kişisel sosyal medya hesapları da bulunmaktadır. Belediyelerin resmi sosyal medya hesapları genellikle belediye ile ilgili çeşitli bilgilendirmeler yapmak için kullanılırken belediye başkanlarının hesapları hem belediye ile ilgili bilgilendirmeler hem kişisel bazı bilgilendirmeleri, görüşleri yansıtmaktadır. Bu çalışma, İzmir iline bağlı ilçe belediye başkanlarının X eski adıyla Twitter üzerindeki etkileşimlerini analiz ederek, sosyal medya stratejilerinin etkinliğini değerlendirmeyi amaçlamaktadır. Araştırma, belediye başkanlarının sosyal medya platformlarını nasıl kullandığını anlamak ve kamu ile iletişimlerini nasıl şekillendirdiklerini incelemeyi amaçlamaktadır. Belediye başkanlarının paylaşım içerikleri, paylaşım yapıları, zamanlamaları ve dönemsel eğilimler dikkate alınarak, beğeni ve tekrar paylaşım sayıları üzerinden etkileşim oranları incelenmiştir. Elde edilen bulgular, belediye başkanlarının sosyal medya platformlarını siyasi söylemler açısında etkin bir şekilde kullandığını göstermektedir. Ancak vatandaşla iletişim açısından tercih edilmediği görülmektedir. Araştırma bulguları, paylaşım uzunluklarının, etiket kullanımının, günün saatlerinin ve yılın farklı dönemlerinin etkileşim üzerinde önemli etkileri olduğunu göstermektedir. Yapılan paylaşımların hafta sonu, akşam ve gece saatlerinde fazla etkileşim aldığı görülmüştür. Bu bulgular, belediye başkanlarının sosyal medya stratejilerini optimize etmelerine ve halkla daha etkili iletişim kurmalarına yönelik öneriler sunmaktadır. Araştırma, yerel yönetim temsilcileri için sosyal medyanın stratejik kullanımının önemini vurgulamakta ve etkileşim artırıcı yöntemler hakkında değerli bilgiler sağlamaktadır.

Article Details

A STUDY ON THE USE OF SOCIAL MEDIA BY MAYORS: THE CASE OF IZMIR DISTRICT MUNICIPALITIES

Authors:

Hakan Aşan

Publisher:

Dokuz Eylul University

Main Topics:

Bilgi Sistemleri (Diğer)

Journal:

Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.27 Issue 1, pp.140-168

Document Type:

Article

Publication Date:

3/2025

Document Language:

Turkish

Document ID (Org No.):

2001333444

pISSN:

1308-0911

Social Media

Mayors

X (Twitter)Sosyal Medya

Belediye Başkanları

X (Twitter)

Issues

Article Details

A STUDY ON THE USE OF SOCIAL MEDIA BY MAYORS: THE CASE OF IZMIR DISTRICT MUNICIPALITIES

Authors: Hakan Aşan

Publisher: Dokuz Eylul University

Main Topics: Bilgi Sistemleri (Diğer)

Journal: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.27 Issue 1, pp.140-168

Document Type: Article

Publication Date: 3/2025

Document Language: Turkish

Document ID (Org No.): 2001333444

pISSN: 1308-0911

Social Media

Mayors

X (Twitter)Sosyal Medya

Belediye Başkanları

X (Twitter)

Issues

Authors:

Hakan Aşan

Publisher:

Dokuz Eylul University

Main Topics:

Bilgi Sistemleri (Diğer)

Journal:

Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.27 Issue 1, pp.140-168

Document Type:

Article

Publication Date:

3/2025

Document Language:

Turkish

Document ID (Org No.):

2001333444

pISSN:

1308-0911