SOCIAL MEDIA AS PUBLIC RELATIONS TOOLS: A STUDY ON CORPORATE FACEBOOK AND TWITTER ACCOUNTS OF ARÇELİK AND BOSCH BRANDS

From past to present, a continuous improvement is seemed on communication technologies. and these improvements caused quick changes on different fields with also effects of globalization. one of these fields is public relations. transmitting message to more people in a short time, letting two-way communication, being fast and costless of social media made a breakthrough on public relations practices. in 21. century, a new medium on public relations implementations has occured with characteristics which are conveying organizations’ messages to more people in a short time, enabling two way communication and providing low costs and being fast according to mass communication devices: social media. besides to these, opportunities of receiving information about audience thougths and making target audience involved in the cases creates an obligation for organizations using social media devices as a public relations instrument. in this study, it will be analyzed that if arçelik and bosch brands can be effective or not in communication with their audiences, based on what purpose and how often these brands use their corporate facebook and twitter accounts. data of research were revealed by applying content analysis including period of three months between 1st july – 30th september of 2014.