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 | |
| State | Published - Nov 2010 |
Keywords
- Dialogic communication
- Public relations
- Social media