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Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
Anne linke Ausbuy Workshop
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Anne linke Ausbuy Workshop

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  • 1. 1 / Anne Linke
  • 2. Integrating social media with your business Anne Linke Ausbuy Workshop 30.10.20122 / Anne Linke
  • 3. Social media definitions “… characterized by the potential for real-time interaction, reduced anonymity, a sense of propinquity, short response times and the ability to ‘time shift’” (Kent 2010: 645) “… a group of Internet-based applications that build on the … Web 2.0, which allows the creation and exchange of user-generated content” (Kaplan & Haenlein, 2010: 62) “… the totality of open, interactive and participative platforms on the Internet” (Zerfass & Sandhu, 2008: 285)3 / Anne Linke * Breakenridge, 2008: I; see also Hazleton et al., 2008: 91
  • 4. What‘s new? Argenti/Barnes 2009, p. 84 / Anne Linke
  • 5. 5 / Anne Linke
  • 6. Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it‘s the people who are in control. (Rupert Murdoch) Berg/Gustavsson 20096 / Anne Linke
  • 7. 7 / Anne Linke
  • 8. 8 / Anne Linke
  • 9. Practitioners believe in a change of practice and see manifold opportunities US longitudinal study 2006-2010 New communications media use in public relations (Wright & Hinson, 2010: 12) „Social media has changed 2008: 66% agreement the practice of public relations“ 2010: 81% agreement European longitudinal study 2007-2010 European Communication Monitor (Zerfass et al., 2010: 83)9 / Anne Linke ECM 2010 / n = 1,955 PR professionals from 46 European countries, Q 11.
  • 10. Social web is a major challenge … (Zerfass et al., 2011)10 / Anne Linke
  • 11. ASSESSMENT OF SOCIAL MEDIA BY COMMUNICATION PROFESSIONALSHIGH EFFORT, LOSS OF CONTROL AND LACK OF CONCEPTS ARE MAIN OBSTACLES 76.0% too much effort required (financial/personnel) 54.9% not controllable 51.9% lack of conclusive conceptsSocial Media Governance 2011 / n = 596 communication professionals / Q 16: What do you consider to be the greatest obstacles for the use of socialmedia? (Choice of three statements). 11
  • 12. MEASURING THE SUCCESS OF SOCIAL MEDIA TRAFFIC AND REACH ARE THE MOST IMPORTANT METRICS SO FARSocial Media Governance 2011 / n = 596 communication professionals / Q 15: Which metrics do you use to determine the success of your social mediaactivities, which metrics will be used additionally by the end of 2011 or are not planned? 12
  • 13. GOVERNANCE STRUCTURES FOR SOCIAL MEDIATECHNOLOGIES ARE PRESENT, INDICATORS FOR SUCCESS STILL MISSINGSocial Media Governance 2011 / n = 534 communication professionals in organizations that already utilize social media or plan to do so / Q 12: Which of thefollowing social media-related aspects are already explicitly present in your organization or planned by the end of 2011? (multiple answers possible). 13
  • 14. SOCIAL MEDIA EXPERTISE OF COMMUNICATION PROFESSIONALSONLY AVERAGE OVERALL SKILLS, BUT IMPROVEMENT OVER LAST YEARSocial Media Governance 2011 / n = 596 communication professionals / Q 18: How do you evaluate your own expertise in the following areas on a scale from1 (no experience) to 5 (professional)? / Comparative values from the previous year based on the Social Media Governance 2010 study. 14
  • 15. Contact Anne Linke © Copyright 2012 by the author. This document is provided for the personal use of participants of the Wissenschaftliche Mitarbeiterin authors‘ seminar or presentation. Spreading the handout within Institut für Kommunikations- und Medienwissenschaft the own organization is permitted Kommunikationsmanagement in Politik und Wirtschaft until further notice. Spreading or storing the document in digital Universität Leipzig media or on the web is not allowed due to the fact that third anne.linke@uni-leipzig.de parties may hold copyrights for pictures and data included in this www.communciationmanagement.de presentation. Any utilization, i. e. incorporating figures and data in other presentations, requires the approval of the author.15 / Anne Linke

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