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

Svetlana Rybalko, Trent Seltzer

Research output: Contribution to journalArticle

256 Scopus citations

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 languageEnglish
Pages (from-to)336-341
Number of pages6
JournalPublic Relations Review
Volume36
Issue number4
DOIs
StatePublished - Nov 2010

Keywords

  • Dialogic communication
  • Public relations
  • Social media
  • Twitter

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