Corporate Social Media Management and Strategies in Companies

Creating a social media strategy and managing social media has become an inevitable necessity for a business/company that wants to be successful today. Social media platforms, which provide many benefits such as directly interacting with customers, increasing brand awareness, and boosting sales, help companies strengthen their 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 explain corporate social media management and strategies. The official Instagram and Twitter accounts of the mentioned companies were examined between March 5, 2025, and April 5, 2025. Content analysis was conducted and tabulated using numerical data. Therefore, this research is significant in terms of its timeliness. In the 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, the study also offers some solution proposals for companies regarding corporate social media management and the strategies they should follow.