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Einsatz von Facebook im Marketing von Organisationen der sozialen Arbeit - Chancen und Risiken

Einsatz von Facebook im Marketing von Organisationen der sozialen Arbeit - Chancen und Risiken

          
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About the Book

Masterarbeit aus dem Jahr 2012 im Fachbereich Gesundheit - Pflegewissenschaft - Pflegemanagement, Note: 1,0, Alice-Salomon Hochschule Berlin, Veranstaltung: Sozialmanagement, Sprache: Deutsch, Abstract: Soziale Netzwerke im Internet haben sich in den letzten Jahren rasant entwickelt und sind inzwischen in aller Munde. Im Juli 2010 waren weltweit 945 Millionen Menschen in den verschiedenen sozialen Netzwerken aktiv, davon waren zwischen 600 und 700 Millionen bei Facebook. 2011 gibt Facebook schon allein die Zahl von 800 Millionen aktiven Nutzern an. In Deutschland hat die Zahl der Nutzer 2011 die 20 Millionen Grenze überschritten, das heißt jeder vierte Deutsche hat ein Profil bei Facebook und viele Menschen sind in mehreren Netzwerken aktiv. Facebook, StudiVZ, SchülerVZ, Twitter, Youtube, Xing, LinkedIn prägen die Art der Kommunikation und die Erfahrungswelt ihrer Nutzer. Mehr und mehr entdecken auch Wirtschaftsunternehmen die Möglichkeiten dieser sozialen Netzwerke für Marketing und Werbung. Die meisten großen Unternehmen haben inzwischen in Ergänzung zum klassischen Marketing eigene Seiten bei Facebook, twittern und bloggen und zeigen Werbefilme bei Youtube. In der sozialen Arbeit kommt dieser Trend jedoch erst langsam an. Fehlende Sachkenntnis, fehlende Personalkapazität für die Pflege der Seiten, aber auch die Sorge, möglicherweise veröffentlichte Kritik schade dem Ansehen des Unternehmens, könnten die Gründe dafür sein. Angesichts der Entwicklung sollten wir jedoch darüber nachdenken, wie die sozialwirtschaftlichen Unternehmen und Organisationen die Generation der sogenannten "Digital natives", der nach 1980 Geborenen, erreichen. Klassische PR, plakative Werbung und Flyer reichen nicht mehr aus, um in Kontakt mit Kunden und Klienten zu treten. Die veränderten Kommunikationsprozesse bringen mehr Partizipationsmöglichkeiten, in einigen Punkten auch mehr Transparenz und beschleunigen die Kommunikation. Sie ermöglichen den Wandel des Konsumenten zum sogenannten "P


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Product Details
  • ISBN-13: 9783656320487
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656320489
  • Publisher Date: 01 Dec 2012
  • Height: 210 mm
  • No of Pages: 138
  • Series Title: German
  • Weight: 190 gr


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Einsatz von Facebook im Marketing von Organisationen der sozialen Arbeit - Chancen und Risiken
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