The Role of Social Media Strategies in Competitive Banking Operations Worldwide

The Role of Social Media Strategies in Competitive Banking Operations Worldwide

Nurdan Oncel Taskiran (Kocaeli University, Turkey), Recep Yilmaz (Beykent University, Turkey) and Nursel Bolat (Istanbul Arel University, Turkey)
Copyright: © 2014 |Pages: 37
DOI: 10.4018/978-1-4666-4635-3.ch020
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Abstract

Social media has rapidly taken its place among the important phenomenons of today. It has an important role in institutionalization and companies’ financial effectivness in many fields. This chapter discusses concept, development of social media, investigations about social media in different continents, its relation with institutionalization, and its role in the banking sector in the process of globalisation. In this study, social media strategies of a global bank on different continents are empirically analysed. Obtained data sheds light on the relationship between the social and economic capital in today’s world in an interdisciplinary platform.
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Virtual Structures Of Companies And Corporate Communications

This part of the study investigates virtual structure types of companies. Virtual structures will be evaluated in the context of corporate communications. As known, internet has arisen with computer network constituted by Pentagon in 1969 for sharing data of Advanced Research Projects Agency (ARPA). Excghanging messages have also been enabled beside data through this network and expanded towards community and became World Wide Web (www) today. The concept of syber space formed as the result of this structure defines the interaction space in which global computer network which constitutes internet is formed (Giddens, 2000:418-420). Today, syber space not only forms a part of our reality but also has become a place which significantly reforms it. However there is no doubt about the presence of this place but also it becomes impossible to mention about its presence. So the concept ‘virtual’ is used to define that type of a reality. Virtual means something that is not actually present but seems as present. Virtual reality emphasizes the virtuality of reality by referring to a similar definition. This reality also reflects to corporate communication field and activities done by companies in syber space are integrated in the structure of reality (Koçel, 2001:361).

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