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%).
Original language | English |
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Pages (from-to) | 336-341 |
Number of pages | 6 |
Journal | Public Relations Review |
Volume | 36 |
Issue number | 4 |
DOIs | |
State | Published - Nov 2010 |
Keywords
- Dialogic communication
- Public relations
- Social media