Social Media Creates Competitive Advantages: How Turkish Banks Use This Power? A Content Analysis of Turkish Banks through their Webpages

Aim of this study is to demonstrate how Turkish banks use social media tools such as Facebook, Twitter, YouTube, and Blogs and others, while they are trying to create competitive advantages in Turkey. Based on the coding schema, we analyze their usage types. According to 45 Turkish Banks statistical results, 38% of them have Facebook account, % 36 of them have Twitter account and 16% of them have LinkedIn account. % 38 of them have social media tools in their home page. % 33 of them do not let fans post anything else without permission. They uploaded the photos related to their Corporate Social Responsibility (CSR) subjects mainly and equally education, health, and environment (18%). Their photo albums mostly related to their campaigns (36%).