Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

被引:282
作者
Rybalko, Svetlana [1 ]
Seltzer, Trent [1 ]
机构
[1] Texas Tech Univ, Dept Publ Relat, Coll Mass Commun, Lubbock, TX 79409 USA
关键词
Twitter; Dialogic communication; Social media; Public relations;
D O I
10.1016/j.pubrev.2010.08.004
中图分类号
F [经济];
学科分类号
02 ;
摘要
The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%). (C) 2010 Elsevier Inc. All rights reserved.
引用
收藏
页码:336 / 341
页数:6
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