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Social Media Marketing Als Instrument Der Unternehmenskommunikation
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Book Synopsis Social Media Marketing als Instrument der Unternehmenskommunikation by : Katharina Lahner
Download or read book Social Media Marketing als Instrument der Unternehmenskommunikation written by Katharina Lahner and published by GRIN Verlag. This book was released on 2013-08-01 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studienarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,00, Fachhochschule Wiener Neustadt, Sprache: Deutsch, Abstract: Aufgrund der zunehmenden Bedeutung von Social Media stellt sich die Frage, in wie weit Unternehmen betroffen sind, welche Möglichkeiten Social Media Marketing bietet und welche Chancen aber auch Risiken mit der Nutzung verbunden sind. In der vorliegenden Arbeit wird zunächst der Begriff Social Media Marketing definiert und dessen Ziele herausgefiltert sowie auf einige Instrumente, wie z.B. Facebook oder Twitter eingegangen. Des Weiteren wird eine Übersicht über die Verwendung von Social Media Marketing gegeben, bevor im Anschluss dessen Chancen und Risiken behandelt werden. Auf diesem Kapitel liegt besonderes Augenmerk, da es heutzutage für ein Unternehmen geradezu essentiell zu wissen ist, welche Chancen diese Form der Kommunikation bietet und auf welche Risiken geachtet werden muss. Zur Abrundung dieser Thematik befinden sich am Ende dieser Arbeit zwei Fallbeispiele: Eines über eine nicht optimal durchgeführte Social Media Marketing Kampagne des Unternehmens Nestlé und ein zweites über erfolgreiches SMM der Firma Dell.
Book Synopsis Social Media Influencers in Strategic Communication by : Nils S. Borchers
Download or read book Social Media Influencers in Strategic Communication written by Nils S. Borchers and published by Routledge. This book was released on 2021-12-21 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.
Author : Publisher :LIT Verlag Münster ISBN 13 :3643998856 Total Pages :65 pages Book Rating :4.6/5 (439 download)
Download or read book written by and published by LIT Verlag Münster. This book was released on with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Social Media Marketing in Tourism and Hospitality by : Roberta Minazzi
Download or read book Social Media Marketing in Tourism and Hospitality written by Roberta Minazzi and published by Springer. This book was released on 2014-11-01 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. It offers a combination of theory and practice, with discussion of real-life business experiences. The book is divided into three parts, the first of which provides an overview of recent trends in social media and user-generated content, clarifies concepts that are often used in an overlapping way and examines the “digitization of word of mouth” via online networks. The second part analyzes the impacts that social media can have on traveler behavior for each step in the travel process and also on suppliers, highlighting opportunities, threats and strategies. In the third part of the book, future potential trends deriving from the mobile marketing technologies are explored and possible methods for social monitoring by means of key performance indicators are examined. It is considered how engaging customers and prospects by means of social media might increase customer loyalty, foster electronic word-of-mouth communication, and consequently have important effects on corporate sales and revenues. The discussion encompasses methods to measure company performance on each of the social media in order to understand the optimal mix that will support and improve business strategies.
Book Synopsis Social Media als Instrument der Unternehmenskommunikation und des Marketings by : Niklas Völcker
Download or read book Social Media als Instrument der Unternehmenskommunikation und des Marketings written by Niklas Völcker and published by GRIN Verlag. This book was released on 2015-10-15 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studienarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 2,0, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist eine Darstellung des Social Media Marketings als Teil der Unternehmenskommunikation. Die Bearbeitung dieser Untersuchung wird unter aktueller Literatur und Internetquellen durchgeführt. Des Weiteren wurde wegen der dynamischen Entwicklung im Bereich der sozialen Medien großen Wer auf eine zeitnahe Darstellung der Materie gelegt. Für den Verlauf der Untersuchung ergeben sich folgende, zentrale Fragestellungen: • Wie kam es zu der Entwicklung zum Web 2.0? • Welche Veränderungen hat die Entwicklung des Web 2.0 in Hinblick auf das Verhalten der Kunden mit sich gebracht? • Was versteht man unter dem Begriff Social Media und wie können Unternehmen die Instrumente der sozialen Medien für ihre Ziele nutzen?
Book Synopsis The Regulation of Social Media Influencers by : Catalina Goanta
Download or read book The Regulation of Social Media Influencers written by Catalina Goanta and published by Edward Elgar Publishing. This book was released on 2020-05-29 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s society, the power of someone’s reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing.
Download or read book B2B Marketing written by Uwe G. Seebacher and published by Springer Nature. This book was released on 2021-05-03 with total page 754 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.
Book Synopsis Identity-Based Brand Management by : Christoph Burmann
Download or read book Identity-Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Book Synopsis Social Media and the Armed Forces by : Eva Moehlecke de Baseggio
Download or read book Social Media and the Armed Forces written by Eva Moehlecke de Baseggio and published by Springer Nature. This book was released on 2020-09-07 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has fundamentally changed communication and interaction in today's society. Apart from being used by individuals, it is also omnipresent in public sector organisations such as the armed forces. This book examines the opportunities and risks associated with social media in the context of the armed forces from an international, social scientific perspective. It discuses the impact of social media in the everyday life of military personnel and analyses the extent to which social media influences their performance, be it as a distraction or as a source of perceived appreciation. It particularly highlights the representation of masculinity and femininity in military social media channels, since the way gender is portrayed on social media has an effect on how future recruits and – at the other end of the military career spectrum – veterans feel they are approached. The book also focuses on the new form of follow-up discussion, which enables the armed forces to interact with the population. On social media, the armed forces are publicly presented, and this shapes the public’s opinions on them. Further, the armed forces can use debates as a monitoring tool of society's attitudes towards them or towards events that have an effect on society. Conversely, social media can lend a voice to military personnel, allowing them to be publicly heard. As discussions on social media can only be controlled to a limited extent, the context in which the armed forces are discussed alters their sphere of influence and potentially leads to a loss of control. An extreme example of this is the use of social media as a tool to strategically distribute misinformation in order to shape public opinion and threaten national security. Moreover, the use of social media to demoralise adversaries or to harm their credibility results in social media being considered a cyber weapon that affects politics and military activities.
Book Synopsis Groundswell, Expanded and Revised Edition by : Charlene Li
Download or read book Groundswell, Expanded and Revised Edition written by Charlene Li and published by Harvard Business Press. This book was released on 2011-06-07 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
Book Synopsis Handbook of Social Media Management by : Mike Friedrichsen
Download or read book Handbook of Social Media Management written by Mike Friedrichsen and published by Springer Science & Business Media. This book was released on 2013-05-28 with total page 858 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book’s main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations.
Book Synopsis The Economics of Professional Team Sports by : Paul Downward
Download or read book The Economics of Professional Team Sports written by Paul Downward and published by Routledge. This book was released on 2000-09-07 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is unique in that it offers the first truly rigorous application of economic principles to its subject. The authors analyse:* the economic literature on sporting leagues* the demand for professional team sports* the players' labour market.Amongst the topics discussed are the US system of franchising and draft picks and the chances of thei
Book Synopsis Information Systems and Management in Media and Entertainment Industries by : Artur Lugmayr
Download or read book Information Systems and Management in Media and Entertainment Industries written by Artur Lugmayr and published by Springer. This book was released on 2017-01-03 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book defines an agenda for research in information management and systems for media and entertainment industries. It highlights their particular needs in production, distribution, and consumption. Chapters are written by practitioners and researchers from around the world, who examine business information management and systems in the larger context of media and entertainment industries. Human, management, technological, and content creation aspects are covered in order to provide a unique viewpoint. With great interdisciplinary scope, the book provides a roadmap of research challenges and a structured approach for future development across areas such as social media, eCommerce, and eBusiness. Chapters address the tremendous challenges in organization, leadership, customer behavior, and technology that face the entertainment and media industries every day, including the transformation of the analog media world into its digital counterpart. Professionals or researchers involved with IT systems management, information policies, technology development or content creation will find this book an essential resource. It is also a valuable tool for academics or advanced-level students studying digital media or information systems.
Book Synopsis Directory of Electronic Journals, Newsletters, and Academic Discussion Lists by :
Download or read book Directory of Electronic Journals, Newsletters, and Academic Discussion Lists written by and published by . This book was released on 1997 with total page 958 pages. Available in PDF, EPUB and Kindle. Book excerpt: With 1992: Includes electronic journals, electronic newsletters, Hypercard stacks, digest-newsletters, and academic discussion lists and interest groups.
Author :Thorsten Hennig-Thurau Publisher :Springer Science & Business Media ISBN 13 :3662097451 Total Pages :454 pages Book Rating :4.6/5 (62 download)
Book Synopsis Relationship Marketing by : Thorsten Hennig-Thurau
Download or read book Relationship Marketing written by Thorsten Hennig-Thurau and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS
Book Synopsis Sustainability of Digital Transformation for the Environment by : Evgeny Kuzmin
Download or read book Sustainability of Digital Transformation for the Environment written by Evgeny Kuzmin and published by Frontiers Media SA. This book was released on 2024-02-27 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: On 2 June 2022 in Stockholm, an UN-backed coalition of 1,000 stakeholders from over 100 countries launched an Action Plan to steer digitalization towards accelerating environmentally and socially sustainable development. The Coalition for Digital Environmental Sustainability aims to help reorient and prioritize the application of digital technologies to meet the 2030 Agenda for Sustainable Development and address the triple planetary crisis of climate change, biodiversity loss, and pollution and waste. Inspired by this Agenda, we have directed our research interest toward the search for approaches to sustainable digital transformation for the environment. This Research Topic is a part of our initiative at the annual international scientific conference ‘Digital Transformation in Industry’ (DTI), held by the Institute of Economics of the Ural Branc
Book Synopsis Future Directions of Strategic Communication by : Howard Nothhaft
Download or read book Future Directions of Strategic Communication written by Howard Nothhaft and published by Routledge. This book was released on 2020-05-21 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the state of strategic communication as a discipline and how it has emerged as a unique area of scholarship in the beginning of the 21st century. Strategic communication encompasses all communication that is substantial for the survival and sustained success of entities like corporations, governments, non-profits, social movements, and celebrities. A major aspect of the field is the purposeful use of communication by an organization to engage in conversations of strategic significance to its goals. The contributions in this book provide unique insights, make compelling arguments, and highlight promising areas of scholarship in strategic communication. Presented in four parts, the chapters explore the emergence of strategic communication, its conceptual foundations, its expanding body of knowledge, and the foundation for further development and new directions in the field. Of interest to those studying communication from the perspectives of communication science, management theory, organizational studies, or business administration, this volume will also be useful for readers who are new to strategic communication, and who are interested in the field for its new avenues of research. This book was originally published as a special issue of the International Journal of Strategic Communication.
