Tulley_Laura.pdf (444.6 kB)
Download file

Examining Twitter as a Corporate Tool for Social Engagement

Download (444.6 kB)
thesis
posted on 21.05.2021, 16:32 authored by Laura Tulley
Twitter is an increasingly popular and widely used microblogging tool that limits messages to 140 characters for the purpose of information sharing with a group of voluntary followers. This research paper examines Twitter through a corporate communication lens to better understand how one company adapted Twitter as a means of engaging stakeholders and creating a community of shared knowledge. Using genre analysis as a theoretical frame, Twitter is investigated as a communicative strategy that encompasses a highly recognizable structure and style of text to serve a distinct purpose. Principles of corporate communication strategy that aim to motivate and inform a target audience were found to be reflected in the way Twitter was utilized to connect with stakeholders using calls to action, a consistent textual strategy using Twitterʼs unique language that is used to engage with followers. This research study finds and discusses Twitterʼs function as a useful means for engaging stakeholders and disseminating corporate information that encourages social action and participation. Information sharing is Twitterʼs primary purpose, allowing a company to improve public perception and the growth and maintenance of relationships with the public.

History

Editor

Ryerson University

Language

eng

Degree

Master of Professional Communication

Program

Professional Communication

Granting Institution

Ryerson University

LAC Thesis Type

MRP