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2013 | OriginalPaper | Buchkapitel

Social Media in Companies. Integrated Approach for a Social Media Strategy

verfasst von : Mike Friedrichsen

Erschienen in: Handbook of Social Media Management

Verlag: Springer Berlin Heidelberg

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Abstract

Given the increasing number of members and participants of social networks on the internet a complete new scope of communication and interaction with millions of stakeholders all over the globe is at hand. Since organizations tend to prioritize the built up of long-term relationships with their customers and other stakeholders than focusing on short, transactions-oriented relations, social media offers tools and concepts to establish effective relationships alongside traditional communication channels.

Effective relationship marketing and management is leading to world-class products and attracting the most valuable customers. Hence, German media companies need to establish presence in social networks and actual use social media to preserve and extend their competitive edge. However, the social media landscape’s miscellaneous characteristics demand an integrated approach.

Within the scope of this chapter a concept for a strategic blueprint in a corporate environment is developed to use the capabilities of social media. The concept outlines strategic planning methods, key performance indicators and accommodates changing trends in the social media domain that my lead to an effective enterprise 2.0.

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Vorheriges Kapitel Traditional Media Companies in the U.S. and Social Media: What’s the Strategy?

Nächstes Kapitel Some Economics of New Media Content Production and Consumption, and Strategic Implication for Media Companies

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Titel: Social Media in Companies. Integrated Approach for a Social Media Strategy
verfasst von: Mike Friedrichsen
Verlag: Springer Berlin Heidelberg
Buch: Handbook of Social Media Management
Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-28897-5_3