Social Media for Leaders  

Inhaltsverzeichnis

1. Frontmatter

2. 1. What Is Social Media?

   Stefanie Babka

   Abstract

   This chapter describes social media in a simple and understandable way and avoids complicated technical terminology as far as possible. It shows which mechanisms make up the phenomenon of social media, who uses social media and what challenges the new attitude of society brings with it.

3. 2. The Ten Most Common Social Media Mistakes in Companies

   Stefanie Babka

   Abstract

   This chapter describes the ten most common social media mistakes in companies. At the same time, it shows the typical issues in the business environment.

4. 3. Social Media Organization

   Stefanie Babka

   Abstract

   This chapter describes different approaches to organizing social media in the company. It provides answers to the most important organizational questions. Where should the area be located? What responsibilities and approval processes should be set up? Which regulations are necessary? How can we work together across departments?

5. 4. Social Media Strategy

   Stefanie Babka

   Abstract

   This chapter describes different approaches to finding a social media strategy. It helps you to ask yourself and your employees the decisive questions in order to define a suitable strategy and to derive appropriate measures.

6. 5. Social Media Guidelines

   Stefanie Babka

   Abstract

   This chapter looks at the different forms of social media guidelines in the company. It describes why it makes sense to create different types of guidelines for the corporate and private use of social media in the company and why every company should have a social media guideline.

7. 6. Social Media in Public Relations

   Stefanie Babka

   Abstract

   The chapter Social Media in Public Relations shows how the work of the PR department has changed due to social media. Some control elements are presented that enable PR managers to remain in charge despite the fact that communication is less controllable. Five strategic steps are described with which the PR department can adapt to the new challenge.

8. 7. Social Media and Investor Relations

   Stefanie Babka

   Abstract

   The chapter Social Media and Investor Relations shows how addressing investors has changed through social media. In addition to examples of social media activities, the chapter also discusses cashtags and stocktwits.

9. 8. Social Media and Corporate Affairs

   Stefanie Babka

   Abstract

   The chapter Social Media and Corporate Affairs deals with the special connections between social media and corporate or public affairs. For example, the interaction with non-governmental organizations and the influence of social media in politics are discussed and the mechanism of microtargeting is explained.

10. 9. Social Media in the Marketing Department

    Stefanie Babka

    Abstract

    This chapter provides an overview of the changes in marketing work brought about by social media and gives valuable advice on strategic orientation within the marketing department. You will also find approaches for measuring the success of social media campaigns and for using social media monitoring to evaluate classic campaigns in this chapter.

11. 10. Social Media and Customers

    Stefanie Babka

    Abstract

    This chapter describes the new emancipation of customers, which was largely driven by social media or made possible in the first place. Different forms of strategic integration of service into existing social media activities are discussed and the special features of social service and social CRM are presented.

12. 11. Social Media in IT

    Stefanie Babka

    Abstract

    This chapter provides insight into the key challenges that social media poses for IT departments. Typical requests from the business are listed. In addition, possible approaches to create synergies and to adapt organizationally to these requirements are explained.

13. 12. Social Media in Human Resources

    Stefanie Babka

    Abstract

    This chapter describes the impact of social media on the work in the HR department. In essence, a company is a social network. Due to the mixing of professional and private in social media applications, there are plenty of pitfalls to consider. In addition to aspects of employment law, opportunities for recruitment, personnel development, personnel service and employer branding are also highlighted.

14. 13. Social Media in Works Councils and Trade Unions

    Stefanie Babka

    Abstract

    The chapter on social media in works councils and trade unions highlights the highly explosive issues for employee representatives in connection with social media. In addition to the mixing of work and private life, it also deals with working time regulations and the right to one’s own image. Furthermore, the possible uses of social media on the part of the works council are explained.

15. 14. Social Media in Purchasing

    Stefanie Babka

    Abstract

    This chapter describes the challenges and opportunities that social media presents for purchasing. In addition to the purchase of social media services and software, it also deals with the use of social media for maintaining contacts and selecting suppliers as well as the communicative impact of purchasing decisions. Decision criteria for the selection of social media service providers and software are also listed.

16. 15. Social Media in the Legal Department

    Stefanie Babka

    Abstract

    This chapter describes why it is so difficult to give legal advice on social media. It gives an overview of the things to consider and the organisational steps that can make the work in the legal department more efficient with regard to social media. In this chapter, you will get a rough overview of the influencing factors of the legal situation in relation to social media. In addition, some strategic approaches are presented that can help you meet the challenges and organise yourself internally in this regard.

17. 16. The Influence of Social Media on Sales

    Stefanie Babka

    Abstract

    This chapter shows the different dimensions of social media communication in sales. Social media can positively contribute to the communication between internal and external sales and also serve for acquisition or strengthen the contact to customers, but it can also bring some challenges for the sales department.

18. 17. Social Media and Corporate Security

    Stefanie Babka

    Abstract

    This chapter deals with the opportunities and risks in relation to security in companies under the influence of social media. In addition to the frequently mentioned field of information security, there are also relevant points of contact in the areas of property protection and personal security, as well as in the security planning of events.

19. 18. Social Media in Research and Development

    Stefanie Babka

    Abstract

    This chapter describes the opportunities and risks of social media in research and development. Different areas of application within the company are shown and some examples of work with external partners are given. The use of co-creation for campaign purposes is also explained.

20. 19. Social Media in Procurement, Production and Logistics

    Stefanie Babka

    Abstract

    This chapter describes the relevance of social media for procurement, logistics and production and gives a brief overview of possible areas of application.

21. 20. Being a Manager on Social Media – An Overview

    Stefanie Babka

    Abstract

    This chapter gives an overview of the possibilities of social media use that you have as a manager and what to consider. It helps managers to ask themselves the right questions.

22. 21. Practice: Virtual Management – Social Media as a Management Tool

    Stefanie Babka

    Abstract

    The practice chapter Virtual Management – Social Media as a Leadership Tool goes into detail about the possibilities of using social media tools as a leadership tool. Social media mechanisms are discussed in the context of selected leadership models. Here, the focus is not only on external social media channels, but also on the possibilities of internal digital collaboration.

23. 22. Practice: Becoming Active in Social Media in Six Steps

    Stefanie Babka

    Abstract

    This chapter provides a practical step-by-step guide to creating your own social media profile as a leader, finding the right topics and networks, and then taking action yourself.

24. Backmatter