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In recent years, scientists and business executives have invested heavily in exploring
the role of social media in theory and practice. Nevertheless, recent studies of the
social media experience in Europe report growing disillusionment and frustration.
Effective strategies for a social media world require strong integration into the core
business processes of a firm; but even more critical is devising a compelling value
proposition for users. In short, creating a differentiating social media strategy is no
Dr. Rossmann presents the three-step approach and first results of the NEXT
Corporate Communication Survey. This talk will provide unique insights into the
dynamic interaction between a) the corporate business model, b) effective social
media strategies, and c) added value for corporations and users.
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