What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.