Does it clearly define the aim of the study and is this consistent with the rest of the manuscript?
Is the research question clear and appropriate?
Is the literature review sufficient to cover previous studies related to the research problem?
Are the results presented clearly and accurately?
Do the results presented match the methods?
Do the authors logically explain the findings?
Do the authors compare the findings with current findings in the research field?
Are the suggestions for future research and potential applications discussed?
1-Does it clearly define the aim of the study and is this consistent with the rest of the manuscript?
2-Is the research question clear and appropriate?
3-Is the literature review sufficient to cover previous studies related to the research problem?Are the results presented clearly and accurately?
4-Do the results presented match the methods?Do the authors logically explain the findings?
5-Do the authors compare the findings with current findings in the research field? Are the suggestions for future research and potential applications discussed?
6-Are any limitations of the study discussed? Are any contradictory data discussed?
II. SOCIAL MEDIA MARKETING
Social media marketing is an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication. The current research applies a qualitative, theo-ry-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing (Felix et al., 2017: 118).
Social media marketing (SMM) is a two-way communication seeking empathy with young users, and even enforcing the familiar emotions associated with existing luxury brands to a higher age group. In addition, social media activities of brands provide an opportunity to reduce misunderstanding and prejudice toward brands, and to elevate brand value by creating a platform to exchange ideas and information among people online. With the increased use of SMM by luxury brands, it has become highly necessary to quantitatively analyze the effects of the social media (Kim and Ko, 2012: 1480).
Consumers are increasingly using online consumer reviews (OCRs) to learn about product quality. It is thus paramount for marketers to understand what makes OCRs helpful to consumers and how this evaluation affects their decisions (Filieri, 2015: 1261). Social media is best defined in the context of the previous industrial media paradigm. Traditional media such as television, newspaper, radio, and magazines, are one-way, static broadcast technolo-gies. For instance, the magazine publisher is a large organization that distributes expensive content to consumers, while advertisers pay for the privilege of inserting their ads into that content (Dan, 2010: 1).
There are many things that social media can do for business. Developing a strategy for using it means that the firms need to think about what they want to accomplish this year and determine how social media fits into the plan. One of the benefits of a social media strategy is the fact that the available tools can customized for their particular needs. The firms can choose to concentrate their efforts on the sites that seem to offer the best return on invest-ment, while taking a "wait and see" stand on the others (Neti, 2011: 13).
Social media marketing tends to be less concrete than other online marketing efforts, such as search engine optimization (SEO) and pay per click (PPC). With SEO and PPC, it's very clear what happens: A person searches on a site such as Google, Yahoo or MSN. The site return results. The person than clicks on a result; lands on a particular website; and either performs an action, goes back to the search results, or gives up. These actions are measurable results that can show just how effective the marketing efforts were to get the person to perform the desired action or goal (Evans, 2010: 18).
Social media usage is on the rise with billions of frequent online interactions, and as such, social media marketing is a great way to connect consumers with companies and brands. Social media marketing is about listening to and sharing great content with the collective. This helps drive links, raise brand awareness, increase conversions, and kick-start conversations.
This is a much more powerful tactic than the old practice of traditional advertising; the old strategies are no longer as effective (Weinberg, 2009: 17).
Figure 1 shows Paid Social Media. Facebook welcomes everyone who want to use its marketing tools with an easy-use business tool. Facebook business offers its users to raise aware-ness, drive demand and boost their sales. Basically, it helps marketers for social media mar-keting. Facebook business has different marketing tools, such as Facebook adverts, Facebook pages, Messenger, Instagram, Audience Network and Atlas (Facebook, 2017). Twitter for Business is a tool Twitter offers for marketers. Especially small or medium-sized business (SMB) is in Twitter's target. A study Twitter and Research Now prepared together "Customer Insights Study" (2016) tells that 66% of members have discovers a new SMB on Twitter. Same study also shows that 94% of customers plan to purchase form the SMBs they follow and 69% has already purchased from an SMB because of something they had seen on Twitter (Twit-ter, 2017).
III. TRANSFORMATION OF REAL ESTATE MARKETING
When the concept of real estate brokers arose, there was no Internet. Brokers controlled all the information. From afar, it was impossible to know almost anything about a property.
In addition, there were far fewer ways to advertise properties (Kasanoff, 2014). Whereas with the use of the internet, when buyers can find out the homes they want through online re-search, an agent has to spend less time touring them around (Depillis, 2013).
A construction company, who created the industry's first online sales platform, gives the opportunity of discussing projects and sales transactions to their customers in the comfort of their homes. The system could be reached by using information management applications, online sales platform application, which allows to communicate with the customer and execute a potential sale, and by clicking online sale icon on the website. The system will allow customers to reach the live sales office with a single click, video calling the sales representa-tive, reviewing projects over articles and last but not least; 360 virtual tours of sample flats (Sahin and Uslu, 2013: 51).
Figure 3 emphasizes The Use of Social Networks in Real Estate Marketing. Even real estate marketing services set up and manage social media accounts for the companies operating on this area (Standard Marketing, 2017).
V. CONCLUSION
In this study, the social media industry is investigating the use of social networks and investigating whether there is a relationship between the most traffic websites in the sector in Turkey and their social networking metrics, based on the thesis that social media is causing
some transformations in the marketing field
The findings provide a snapshot of the situation. According to this, while sahibinden. com is the site with the highest web traffic in Alexa value, it is also the most active site in terms of all social network (Facebook, Twitter, Instagram, LinkedIn, YouTube) except Google + environment. Therefore, it can be said that the relationship between web traffic and social network metrics is a positive correlation. The finding of positive correlation answers the basic question of the research (Facebook, Twitter, YouTube, Instagram etc. Are the Alexa value sequences overlapping with the metrics of the networks?). In addition, effective social networking also contributes to search engine optimization. In other words, effective use of networks also supports increasing web traffic
From these findings, it can be said that the real estate industry has developed new business models that include social media. The marketing approach that started with the indus trial revolution is now evolving to consumer focus instead of production focus. The environ
ment we call social media also provides a favorable ground for this new structure
On the other hand, real estate marketing is excluded from the scope of the limitations of mobility. Social networks. on the other hand, are mobile intensive environments. For this reason, it may be possible to identify correlations that include mobility for future studies.
The transition from feudalism to capitalism has been realized through the industrial rev-olution. Now it is foreseen that we have experienced the period of digital capitalism with the information revolution. It appears that some major changes in the nature of revolution, such as land ownership or capital ownership, are transforming systems
IL. SOCLAL MEDIA MARKETING Secial media marketing is an internal element of 21 s-centioy bonness. Howewet, the lirceature on social media marketing remains fragmenned and in focused on bolated howec, such as tactios for effective contmunicatien. The current reseanch applies a qualiatime, theory boilding uppouch to develop a strategic framenork that articulates four peneric dimen. sions of strategic social media marketing (Felis et al., 2017 118). Social media marketing (SMM) is a two-way communication steking emputhy with young isers, end even enforiing the familiar emotions zabciased with exiating luxary beands to a higher age groep In addition, wocial media activities of brands provide an opportunity to reduce misunderstanding and prejudice towand brande and to elevate brand value by creating a platiorm to exchange ideas and information among people oeline. With the increased use of SMM by luxury brandh, in has become highly necessary to equantitatively analyme the effects of the iocul media (Kims and Ko, 2012 1410). Consumers are increaingly witg onlise consumer reviens (OCRs) to learn about prod. uet quality. It is thus paramownt for marketers to undertand what makes OCRs helqual to 19 Cthen ArTEKin - Sers Mere KESKiN DEMinu consumers and how this eraluation affects their decisions (Filien, 2015: 1261). Social mefia is best defined in the conteat of the perious induatrial media pacaligm. Trativianal molia wech as televiiven, newopoper, radio, and magazises, are one-way, aleatic broudcast technologies. For instance, the magazine poblliber is a large organization that diutributes expensive contemt to consumers, while advertisen py for the priviloge of inserting iheir ads ioto that content (Ban, 2010:1). There are masy things that vocial media can do for bexiness. Developing a straicgy for wing it meams that the fitms need to think aboul what they want wo mccompltit this year and betermine bor bocial media fits into the plan. One of the benrfits of a social media strategy in the fact than the available tools can cusionient for their pariicular neede. The firms can choose to concentrate their effots on the sites that seem to offer the best return on investment, while takieg a "wail and aee" "tand on the afhers (Neti, a0I t: 13). Social media matketing iendw to be lea coescte than other celine marketing elforts, woch as searh engine epeimiration (SEO) and pyy per dick (PPC). With SEO and PPC, ith wery deat what bappesc A persen searches on a site such as Google, Yhhoo or MSN. The athe eeturn rouls. The person thas clicks oe a cesult lands oa a particular wethite, and either performs an action, goes back to the seanch pesults, or giver up. These actions are nea ourable results that an ibow jus how effective the niarketing efforts were 60 get the person to perform the desired action of goul (Fvans, 2010, 18). Social media wage is on the riec wath bilties of foquent online isteratisenc, and as such. social media marketing is a great way to connect conwemers with companies and brands Social media marketing it aboun listening to and sharing great content with the collective. This belps drive links, taise beand awatences, inerease conversions, and kick-start cotveruations. This is a much more powerful tactic than the old peactice of traditional advertiking the old strateges are no longer as effective (Weinberg. 2000. 17). Figute 1 shows Paid Social Mrdia. Facebook welconies roeryone who want to use its marketing toob with an eay-use busines tool. Facetook buiness effes its users to raise anareness, drive demand asd boem tieit sales. Basically, it belpo macketers for secial melia matketine, Facebook business has different marketing tootk wach as Facebook adverts, Faxebook puges, Mesisenget, Insagram, Audiemer Netrotk and Alas (Tacthook, 2017). Teriter fur Husiness is a tool Twitter offers for marketes. Especially small ar medium: sised bosiness (SMB) is ia Twitter's target. A sudy Twitter and Reseanch Now prepared sogether "Ouctomer Insights Siady" (2016) tells that 66 s of mamben have disoners a new SMs on Twialer. Same stady aloe show that 96W of comsomers plan te purchaie form the \$MAts they follow and 65% has already purchased froen an 5M3 because of something they had seen on Twitter (Twit- Figure 2 shows The Evolutinn of Markering Ceemmanications. The new markxting ap: pruach is tramuformid from Tradisenal Markrting bo Tratiegtal Marketang With Trachpital Marketing, the tool hwe also been tramadsmed. For ecample, "Mass and Targeted oiline Media" ia mentiuned inatrad of "Maac Ments"" The mesagingf now alio inctabes inderectivity In other worde, social medie play as astive tole in faltifliag matketing objectives. 21. II. TRANSFORMATION OF REAL ESTATE MARKETING all the insormation. From alar, it wai impoudle he lnow almost amthing about a property. In addition, there were far fewer waysta aberthse pruperties (Kasaent, 2014). Whereas wirh the use of the internet, whes buyers can find out the homes they want throsh online research, an agent kas to spend les time traring them anound (Depillis, 2013). A construction company, who created the induaryh fiest online sales plarform, gires the opportunity of discussing projents and sales tranactinns to their customers in the comfort of their homes. The wystem could be reached by wivg information management applications, unline sales platfoem applieation, wheh allows summunicate with the customer and er. ncute a potential sale, and by dicking oetine ale acen an the woboife. The wystem will allow Hve, tcviewing project ower articlen and lat bet set least, we0 wirtal bears of sarnple flats (Sohin and Uslu, 2013:513. Higare 3 emphasines The Use of Social Netowers in Heal Eitate Marketing. Even ecal estate marketing services aet up abd manhge ascial mortia docount foe the compunits operaring on thia aeca (Standard Marketing 3or?). IV. RESEARCH W.1. The Purpase of Restareh 6al modia. The perpote of thin atuly ac In the fromenok of wapling lo levetigne the se: findings by revealing powhle dinetsiens of oresdermacies WV.2. The Impertanee of Restaret In this reseanch "Whur any the sacial nornerka that the wh sates in the sample goup di. be determinnil and the tevilt af the trandiematsen can le eviluatel. 1V3. Methed ous (rideo)" in trrmu of the perind conred lisurthen the noranther io draigning at eaperi) databaser creabed in this wer mese ceepuenl W,i, sample 23 bere wevbits Akest in Turley. In Figure 4-1-4-7-1, perfarmance chirtw it the laet war af them web iifm are given end of the year, the site of lacmasmlak com rian. meaning that the viaite traffic has in cresmbd 1V.7. Findingss Social Netwarka Routed from Home Pages of Real Estate Webaites As you can see in Table 3, there are 6 social networls that are redirected fron pages af feal estate websites, Ooly two of thena - Facetoook and Twitter - are on the main pages of all real estate webeites. The sites rasked first and thirt ia terms of Alexa ranking are the oses that has all social netwoeks. In this case, it can be said that there is a relationship between the site of sahibinden.com being in the first place and having all the social aetworks. On the other hand, some wetates may not be redirested from the main pages, but these web sites 27 Ggetem ArTEKiN + Sere Herve KESKIN DEMiau may be in the relevant network. Hurriyetemlak.com-Instagram relationahip can be given as an example. Howeyer, there has been no attempe to conduct a separate research oe thab subject withia the limitations of the stuly. Table 3: Social Nefworls Directed by Phges of Real Estane Witsites (As of 21.12.2016) Facebeok Media Metriss for Real Estate Websites In Table 4, there are metrics such as the number of people talling about real estate websites in the Fachook environment, page liking and page follower numbers. These pages are configared as "Tacebook Fan Page" and the number of people who talk about these pages is based ou the fact that wocial medlia users talk about theie pages in the network emironment. Today, it is importaat to talk abour a site in the social media. Accordisg to this, the nsos talked about harriyetemlakaom site. It can be said that this situation is in parallel with the Alesa evaluation, with the content of speech being important. The kacmaxemlakicom site is the last in this metric. IA cas be sasd that the Facebook environment is not actively used by ths site. Page liking and number of page followers are parallel in all real estate web sites $0, those who like the page are followers, or vice versa. The site with the most followers, sahibinden.com. is also the website with the most traffic. An explanatoon of this siquation might be a link from the Facebook enviroement to the main page. In ather worth, the facebook social netwoek is a positive coetributot to the Alewa appraisal. On the other hand, this real estate webaite also has iOS and android apps. Therefote, the mobile application isset should be evaluated within this scope. Table a: Facebook Envimnmens Metrics for Beal Estake Websites (As of 21.12 2ol6) v. CONCLUSION In this study, the social media industry is investigating the use of social networks and investigating whether there is a relationship between the most traffic websites in the sector in 32 neri. Cilt 12, Sayn 48, Temmuz 2017, 15SN 1300-0845, ss. 17-35 Turkey and their social networking metrics, based on the thesis that social media is causing some transformations in the marketing field. The findings provide a snapshot of the situation. According to this, while sahibinden. com is the site with the highest web traffic in Alexa value, it is also the most active site in terms of all social network (Facebook, Twitter, Instagram, LinkedIn, YouTube) except Google + environment. Therefore, it can be said that the relationship between web traffic and social network metrics is a positive correlation. The finding of positive correlation answers the basic question of the research (Facebook, Twitter, YouTube, Instagram etc. Are the Alexa value sequences overlapping with the metrics of the networks?). In addition, effective social networking also contributes to search engine optimization. In other words, effective use of networks also supports increasing web traffic. From these findings, it can be said that the real estate industry has developed new business models that include social media. The marketing approach that started with the industrial revolution is now evolving to consumer focus instead of production focus. The environment we call social media also provides a favorable ground for this new structure. On the other hand, real estate marketing is excluded from the scope of the limitations of mobility. Social networks, on the other hand, are mobile intensive environments. For this reason, it may be possible to identify correlations that include mobility for future studies. The transition from feudalism to capitalism has been realized through the industrial revolution. Now it is foreseen that we have experienced the period of digital capitalism with the information revolution. It appears that some major changes in the nature of revolution, such as land ownership or capital ownership, are transforming systems
