Akıllı Kentlerdeki Paydaş Katılımında Sosyal Medya Araçlarının Rolü
Özet
Bu çalışma, Türkiye’nin üç büyük kenti olan Ankara, İstanbul ve İzmir yerel yönetimlerinin Facebook ve Twitter hesaplarındaki paylaşımları inceleyerek akıllı kentlerdeki paydaş katılımında sosyal medya araçlarının rolünü dijital içerik analizi yöntemiyle ele almaktadır. Bonsón ve Ratkai’nin geliştirdiği ölçek temel alınarak popülerlik, bağlılık ve yayılım boyutları üzerinden paydaşların katılım düzeyleri hesaplanmış, ayrıca paylaşılan gönderilerin içerik konuları ve mesaj biçimleri sistematik olarak analiz edilmiştir. Araştırma bulguları, her üç kent yönetiminin de sosyal medya platformlarını çift yönlü bir etkileşim veya paydaş katılımı sağlamaktan ziyade çoğunlukla tek yönlü bilgi aktarımı amacıyla kullandığını göstermektedir. Etkileşim türleri arasında tüm hesaplarda en yüksek düzey beğeni (popülerlik) olurken, bunu yeniden paylaşım (yayılım) ve yorum yapma (bağlılık) davranışları takip etmektedir. Ankara hesabı şeffaf yönetim politikası gereği yüksek oranda ihale paylaşımları ve en fazla gönderi sayısı ile öne çıkarken, İstanbul paylaşımlarında ağırlıklı olarak hizmet tanıtımlarına odaklanmış, İzmir ise kültürel faaliyetler ve sosyal yardım içerikleriyle daha çeşitli bir konu yelpazesi sunmuştur. Özelliklesokak hayvanları ve üniversite öğrencilerine yönelik yardım konularını içeren paylaşımların paydaşlar arasında çok daha yüksek etkileşim yarattığı tespit edilmiştir. Sonuç olarak, akıllı kent markalarının yönetilmesinde karar vericilerin sosyal medyanın sunduğu etkileşimli imkânları daha aktif kullanması, yalnızca bilgilendirme yapmak yerine paydaşları kent yönetimine dahil edecek katılımcı içerik stratejileri geliştirmesi ve uygulaması önerilmektedir.
This study examines the role of social media tools in stakeholder engagement in smart cities by analyzing the Facebook and Twitter posts of local governments in Turkey's three major cities—Ankara, Istanbul, and Izmir—using digital content analysis. Based on the scale developed by Bonsón and Ratkai, stakeholder engagement levels were calculated across popularity, commitment, and virality dimensions, and the content topics and message formats of the posts were systematically analyzed. The findings indicate that all three city administrations mostly use social media platforms for one-way information dissemination rather than fostering two-way interaction or stakeholder participation. Across all accounts, likes (popularity) represented the highest level of engagement, followed by re-shares (virality) and comments (commitment). While Ankara stood out with the highest number of posts and a high proportion of tender announcements due to its transparent management policy, Istanbul primarily focused on service promotion, and Izmir offered a more diverse range of topics with cultural activities and social aid content. Posts concerning aid for stray animals and university students were found to generate significantly higher engagement among stakeholders. Consequently, decision-makers in smart city brand management are advised to utilize social media's interactive capabilities more actively and to develop participatory content strategies that engage stakeholders in urban governance rather than merely broadcasting information.
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