大型信息技术公司如何使用Twitter:公司账户的安排与tweet的特征

IF 1.8 2区 文学 Q3 BUSINESS Journal of Business and Technical Communication Pub Date : 2020-06-22 DOI:10.1177/1050651920932191
Shu Zhang, Jordy F. Gosselt, M. D. de Jong
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引用次数: 16

摘要

推特被公司广泛用于接触各种利益相关者,但他们如何使用这个社交媒体平台仍不清楚。为了调查公司如何使用推特,本研究分析了四家大型信息技术公司的推特账户内容,重点关注不同推特账户的排列和消息特征(内容、消息元素和沟通策略)。结果表明,公司使用不同Twitter账户的架构来服务于不同的利益相关者群体。这些公司的推文涵盖了企业、营销和技术交流领域的各种主题。推文更多地侧重于提供信息和促进行动,而不是促进对话。
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How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets
Twitter is widely used by companies to reach various stakeholders, but how they use this social media platform is still unclear. To investigate how companies use Twitter, this study analyzes the content of the Twitter accounts of four large information technology companies, focusing on the arrangement of different Twitter accounts and on message characteristics (content, message elements, and communication strategies). The results show that companies used architectures of different Twitter accounts to serve various stakeholder groups. The companies’ tweets covered diverse topics within the corporate, marketing, and technical communication domains. The tweets focused more on providing information and promoting action than on facilitating dialogue.
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来源期刊
CiteScore
5.10
自引率
18.20%
发文量
16
期刊介绍: JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.
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