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

Svetlana Rybalko; Trent Seltzer

doi:10.1016/j.pubrev.2010.08.004

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

Svetlana Rybalko, Trent Seltzer

Public Relations

Research output: Contribution to journal › Article › peer-review

264 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 language	English
Pages (from-to)	336-341
Number of pages	6
Journal	Public Relations Review
Volume	36
Issue number	4
DOIs	https://doi.org/10.1016/j.pubrev.2010.08.004
State	Published - Nov 2010

Keywords

Dialogic communication
Public relations
Social media
Twitter

Access to Document

10.1016/j.pubrev.2010.08.004

Fingerprint Dive into the research topics of 'Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter'. Together they form a unique fingerprint.

Cite this

@article{b71b6ff60a2d4babb46d9e74b2398551,

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

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%).",

keywords = "Dialogic communication, Public relations, Social media, Twitter",

author = "Svetlana Rybalko and Trent Seltzer",

year = "2010",

month = nov,

doi = "10.1016/j.pubrev.2010.08.004",

language = "English",

volume = "36",

pages = "336--341",

journal = "Public Relations Review",

issn = "0363-8111",

number = "4",

}

TY - JOUR

T1 - Dialogic communication in 140 characters or less

T2 - How Fortune 500 companies engage stakeholders using Twitter

AU - Rybalko, Svetlana

AU - Seltzer, Trent

PY - 2010/11

Y1 - 2010/11

N2 - 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%).

AB - 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%).

KW - Dialogic communication

KW - Public relations

KW - Social media

KW - Twitter

UR - http://www.scopus.com/inward/record.url?scp=77958154406&partnerID=8YFLogxK

U2 - 10.1016/j.pubrev.2010.08.004

DO - 10.1016/j.pubrev.2010.08.004

M3 - Article

AN - SCOPUS:77958154406

VL - 36

SP - 336

EP - 341

JO - Public Relations Review

JF - Public Relations Review

SN - 0363-8111

IS - 4

ER -

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

Abstract

Keywords

Access to Document

Other files and links

Cite this