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Social Media-Marketing - Wirkungsweise und Erfolgskontrolle

Social Media-Marketing - Wirkungsweise und Erfolgskontrolle

          
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About the Book

Masterarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,9, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel, Sprache: Deutsch, Abstract: Immer wieder wird man in Funk und Fernsehen mit der "Marketing- Wunderwaffe" Social Media konfrontiert - verständlich, dass immer mehr Unternehmen davon profitieren wollen. Oftmals werden junge Mitarbeiter oder Praktikanten, die mit den Social Media- Plattformen wie Facebook und Twitter bereits privat in Berührung gekommen sind, beauftragt diese für das Unternehmen zu erschließen. Schnell ist eine Unternehmensseite eingerichtet. Dann wird der Erfolg des Social Media- Auftritts durch die bislang üblichen Kennzahlen, `Anzahl der Fans` und `Zielgruppenengagement` gemessen. Aber reicht das zur Beurteilung der Wirksamkeit tatsächlich aus? Und wie vergleicht man diese online Werbung mit der der klassischen Kanäle? Solche Fragen stellte sich auch der Autor. Ähnlich erging es auch dem Autor dieser Masterarbeit, der als Vertriebsleiter der regionalen Wirtschaftsentwicklungsgesellschaft hannoverimpuls GmbH die Aufgabe übernahm, den Bekanntheitsgrad des Unternehmens vor allem bei jungen, gut ausgebildeten Personen zu erhöhen. Eine bereits existierende Facebook-Seite, die bis dahin aber lediglich als ein weiterer Werbekanal genutzt und mit den selben Botschaften bestückt worden war, wie die klassischen Kanäle, erschien ihm dafür ein geeignetes Werkzeug. Durch einen ersten Redaktionsplan und interne Absprachen zu Zeitabständen und Inhalten der veröffentlichten Beiträge konnte der Firmenauftritt eine Entwicklung von unter 100 auf über 2000 Fans machen. Diese Entwicklung ist insofern zufriedenstellend, da die Anzahl von Existenzgründern, die in der Region Hannover ein Unternehmen gründen wollen, begrenzt ist. Bei einer durchschnittlichen Selbstständigenquote von 4% der arbeitenden Bevölkerung, von denen zu den Existenzgründer nur jene zählen, die nicht länger a


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Product Details
  • ISBN-13: 9783656324300
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656324301
  • Publisher Date: 29 Nov 2012
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr


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