Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

✍ Scribed by Svetlana Rybalko; Trent Seltzer

• Book ID: 113870983
• Publisher: Elsevier Science
• Year: 2010
• Tongue: English
• Weight: 123 KB
• Volume: 36
• Category: Article
• ISSN: 0363-8111
• DOI: 10.1016/j.pubrev.2010.08.004

✦ Synopsis

The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n
=93) and individual tweets posted on those profiles (n
=930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).