{"title":"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","authors":"Shu Zhang, Jordy F. Gosselt, M. D. de Jong","doi":"10.1177/1050651920932191","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":46414,"journal":{"name":"Journal of Business and Technical Communication","volume":"34 1","pages":"364 - 392"},"PeriodicalIF":1.8000,"publicationDate":"2020-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1050651920932191","citationCount":"16","resultStr":"{\"title\":\"How Large Information Technology Companies Use Twitter: Arrangement of Corporate Accounts and Characteristics of Tweets\",\"authors\":\"Shu Zhang, Jordy F. Gosselt, M. D. de Jong\",\"doi\":\"10.1177/1050651920932191\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":46414,\"journal\":{\"name\":\"Journal of Business and Technical Communication\",\"volume\":\"34 1\",\"pages\":\"364 - 392\"},\"PeriodicalIF\":1.8000,\"publicationDate\":\"2020-06-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1177/1050651920932191\",\"citationCount\":\"16\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business and Technical Communication\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1177/1050651920932191\",\"RegionNum\":2,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business and Technical Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/1050651920932191","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.