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Über dieses Buch

This book covers relevant topics of social media in the area of research institutes. Daniel Hurrle and Julia Postatny follow the research question of how social media can empower the communication of such institutes by using the example of the Berlin-Brandenburg Academy of Sciences and Humanities. Based on a comprehensive analysis of the designated target group of young academics, a holistic social media concept is developed with clear guidelines for immediate application and implementation. Diagrams, illustrations, models and short summaries after each section facilitate the understanding of the process and complex decisions and lead the reader gently through the topic.

Inhaltsverzeichnis

Frontmatter

1. Introduction

Abstract
Technological innovations constantly provide new research opportunities to all kinds of disciplines. Since the inception of the Internet, especially with the integration of social media technology into our daily lives, communication patterns began to change. Particularly over the last decade, social media has not only reshaped our communication, but also the way we are connected to one another as well as our thinking about relationships. The boundaries between the online communities and the real-world are rapidly stretching if not completely fading (Davis III et al., 2012, p. 3).
Daniel Hurrle, Julia Postatny

2. Theoretical Foundations

Abstract
In the following section, the reader will be introduced to social media by clarifying the underlying theoretical foundations and giving an overview over the social media environment and its users. Moreover, it is important to understand how businesses can make use of social media marketing including the development of a social media strategy and the methods of monitoring and budgeting.
Daniel Hurrle, Julia Postatny

3. Situational Analysis

Abstract
A useful framework for performing a situational analysis is the Three C analysis, comprising company, customer and competitor (Robinson, 2008). Hence, the aim is to get an understanding of the current practices of the Berlin-Brandenburg Academy of Sciences and Humanities, especially with regard to its objectives, services and communication efforts. The research analysis follows which starts with an overview of the methods that were used, along with a description of how they were applied.
Daniel Hurrle, Julia Postatny

4. Social Media Concept

Abstract
After having acquired theoretical foundations in social media and the research landscape and gained further insights about the Academy and the target group, the social media concept developed on the basis of these insights is now presented to the reader.
Daniel Hurrle, Julia Postatny

5. Conclusion

Abstract
The Academy’s mission is not only to encourage the dialog between science and society, but also to specifically support Young Academics as the scientists of tomorrow. Challenged by an increasing elderly audience, the task of this thesis was to analyze the potential of the implementation of social media in order to increase the awareness among Young Academics as the designated target group. Not only measures were designed in order to exploit the opportunities of using social media as a marketing tool, but also the challenges of an implementation within the specific setting of the Academy as a traditional organization with limited resources were considered.
Daniel Hurrle, Julia Postatny

Backmatter

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