1. Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter
- Author
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Rybalko, Svetlana and Seltzer, Trent
- Subjects
- *
SOCIAL media , *PUBLIC relations , *DIALOGIC theory (Communication) , *STAKEHOLDERS , *SOCIAL networks , *CONTENT analysis , *ASSOCIATIONS, institutions, etc. , *ORGANIZATIONAL communication , *SOCIAL groups - Abstract
Abstract: 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%). [ABSTRACT FROM AUTHOR]
- Published
- 2010
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