Corporate Social Media Management: Strategic Approaches in Leading Turkish Companies

Developing and implementing a social media strategy has become essential for contemporary businesses seeking sustainable success. Social media platforms offer numerous benefits, including direct customer engagement, enhanced brand awareness, increased sales, and a strengthened digital presence. In this study, the social media content shared by the five largest Turkish companies in terms of market capitalization (QNB Finansbank, Koç Holding, Turkish Airlines, Ford Otosan, and Türkiye İş Bankası), based on data shared by Companies MarketCap, is analysed to elucidate corporate social media management and strategies. The companies’ official Instagram and Twitter accounts were examined between March 5, 2025, and April 5, 2025. Content analysis was conducted and tabulated using numerical data. In this study, companies' social media content was categorized into five groups: social responsibility, celebration-awards, product/service promotion, special days, and career/education. In addition to contributing to the literature, this study also offers some solution proposals for companies regarding corporate social media management and the strategies they should follow.