THE HABITS OF THE SOCIAL MEDIA USE IN THE CORPORATE COMMUNICATION OF THE UNIVERSITIES IN THE EASTERN BLACK SEA

Web sites can be seen as a gateway to the world of institutions and organizations. Social networks, world-embracing especially with the implementation of Web 2.0 technologies, are the leading communication media that are the most frequently used while reaching your target audience especially for young people for reasons such as ease of use, its enabling mutual communication, the convenience of transportation, being constantly up to date. Corporate communication, defined as a communication and relationship management process, which constantly allows for the exchange of knowledge and thought between the institution and its vicinity both within the institution and outside the institution in order to pursue the existence of the institution and having several characteristics in common with the social media in providing convenience, directs institutions to use social media increasingly in corporate communication. Now institutions are seeking for an answer to the question of ‘How can we use it effectively?’ rather than the question of ‘Should we use social media in the field of corporate communication?’ Corporate web sites meet so many important requirements in many areas such as responding to the increasing need of the public, informing the users about the structure, services and products of the institution/organization, publicizing/advertising of the institution, conveying goals and objectives of the institutions to the public. In this research, social media accounts of the state universities in the Eastern Black Sea Region was observed and tried to determine the habits of social media use in the corporate communication. At the end of the research; it has been seen that universities with similar characteristics in social media use have not developed a strategy for social media in general, messages developed for existing media tools have been transferred to social media, and universities have used social media to promote more