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Social Media Marketing für Unternehmen: Chancen und Herausforderungen sowie Handlungsempfehlungen für den Umgang mit dem Web 2.0

Social Media Marketing für Unternehmen: Chancen und Herausforderungen sowie Handlungsempfehlungen für den Umgang mit dem Web 2.0

          
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About the Book

"Die neue elektronische Interdependenz formt die Welt zu einem globalen Dorf" stellte der kanadische Kommunikationswissenschaftler McLuhan bereits 1967 fest. Die Entwicklung im Bereich Social Media geht genau in diese Richtung. Die Nutzerzahlen der sozialen Medien steigen auf Grund zunehmender Beliebtheit und des immer einfacheren Zugangs durch mobile Endgeräte kontinuierlich an. Die Menschen nutzen soziale Plattformen um sich zu informieren, zu recherchieren, zu bewerten, zu vergleichen und vor allem um zu kommunizieren. Daher ist es nicht verwunderlich, dass der Mittelpunkt des Social Media Marketings die Kommunikation darstellt und diejenigen Plattformen, die vornehmlich der Kommunikation dienen, wie beispielsweise die sozialen Netzwerke, die größten Benutzerzahlen verzeichnen. Alle Unternehmensbereiche können durch den Einsatz von Social Media profitieren, sei es der Geschäftsführer, der mehr Aufmerksamkeit gewinnen kann, das Marketing, welches stärkeren Traffic über die neuen Kanäle generiert, der Vertrieb, der neue Plattformen findet um Netzwerke aufzubauen, die PR-Abteilung, die ihre News besser verbreiten kann, die Marktforschungsabteilung, die die Reputation beobachten kann oder das Personalwesen, dass sich auf diesem Weg als attraktive Arbeitgeber-Marke präsentieren und neue Mitarbeiter finden kann. Unabhängig von der Größe bietet es sich für Unternehmen an, in den sozialen Medien aktiv zu werden. Jedoch nicht ohne sich vorher ausgiebig mit der Materie auseinanderzusetzen, ordentlich zu planen und die Erfolgschancen realistisch und nüchtern einzuschätzen. Der Einsatz der sozialen Medien ist nicht immer Segen, sondern manchmal auch Fluch. Unternehmen müssen sich wandeln und öffnen, sehen sich häufiger Kritik ausgesetzt und verlieren Macht an die Kunden. Sie müssen in der Lage sein, sich den neuen Gepflogenheiten der Kommunikation, den Veränderungen im Informations- und Kaufverhalten im "Mitmach-Web" 2.0 anzupassen. Zielsetzung dieser Arbeit ist es, zunächst


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Product Details
  • ISBN-13: 9783842895218
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Chancen und Herausforderungen sowie Handlungsempfehlungen für den Umgang mit dem Web 2.0
  • Width: 148 mm
  • ISBN-10: 3842895216
  • Publisher Date: 31 Jul 2014
  • Height: 210 mm
  • No of Pages: 106
  • Spine Width: 6 mm
  • Weight: 136 gr


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Social Media Marketing für Unternehmen: Chancen und Herausforderungen sowie Handlungsempfehlungen für den Umgang mit dem Web 2.0
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Social Media Marketing für Unternehmen: Chancen und Herausforderungen sowie Handlungsempfehlungen für den Umgang mit dem Web 2.0
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