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Social Media in der Krise

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Social Media in der Krise

  1. 1. Social Media, Diskurs, Krisemit Wolfgang Lünenbürger-Reidenbach, @luebueachtung! GmbH, http://achtung.de, @achtung, fb.com/achtung.in.hamburg
  2. 2. Social Media istmehr als Facebook.
  3. 3. #Social Media ist, wenn Menschen etwas insInternet reinschreiben, reinmalenoder hochladen und andere Menschen daskommentieren, bewerten oderweitersagen.
  4. 4. Verbraucher, Meinungsmacher,Suchende. Nicht jedePlattform ist für alle.
  5. 5. Multiplikatoren, Links, Politik, TV, Event
  6. 6. Multiplikatoren, Links, Politik, TV, EventPrivates, Freunde, Fotos, Chat, „E-Mail“, Stalken
  7. 7. Multiplikatoren, Links, Politik, TV, EventPrivates, Freunde, Fotos, Chat, „E-Mail“, Stalken Geschichten erzählen, Tagebuch, vernetzen
  8. 8. Bilder entdecken, Rezepte, Romantik, stöbernPrivates, Freunde, Fotos, Chat, „E-Mail“, Stalken Geschichten erzählen, Tagebuch, vernetzen
  9. 9. Bilder entdecken, Rezepte, Romantik, stöbern Wissen teilen, Fragen stellen, Recherche Geschichten erzählen, Tagebuch, vernetzen
  10. 10. Bilder entdecken, Rezepte, Romantik, stöbern Wissen teilen, Fragen stellen, RechercheOrte entdecken, Menschen treffen, Angebote
  11. 11. Jugendliche, regelmäßige Shows, neue Starsinternational, junge Frauen, eigene Fanbasis
  12. 12. #Ziele undBei allem muss ich mir überWünsche Gedanken machen: Mit wem will ichreden und worüber? Und wo geht das ambesten?
  13. 13. 1% macht mit,99% schauen zu.
  14. 14. 1% ist aktiv 90% der Inhalte 9% kommentieren mal90% sind reine Zuschauer
  15. 15. 1% ist aktiv 90% der Inhalte 9% kommentieren mal90% sind reine Zuschauer
  16. 16. 1% ist aktiv 90% der Inhalte 9% kommentieren mal90% sind reine Zuschauer
  17. 17. 1% ist aktiv 90% der Inhalte 9% kommentieren mal 10% der Inhalte90% sind reine Zuschauer
  18. 18. 1% ist aktiv 90% der Inhalte 9% kommentieren mal 10% der Inhalte90% sind reine Zuschauer
  19. 19. Paretoregel (80/20) gilt im Social Web nichtDie alteund wird durch das #Horowitz-Law abgelöst:1% schaffen 90% der Inhalte. Und sind maximaleinflussreich auf die anderen 99%.
  20. 20. Tu nichts Dummes!
  21. 21. Gesunder #Menschenverstand hilft.Und für alles andere gibt es Guidelines.
  22. 22. Alleswisser, Besserwisser, Bescheidwisser – Menschen können so anstrengend sein ...
  23. 23. naiver Leser Besserwisserin historisch bewanderte Nervensäge spitzfindiger Detailfragensteller meinungsstarke Produkttesterinengagierte Moderatorin Fanboy (vorzugsweise Apple) unerkannte Influencerin Spammer Weitersagerin Troll
  24. 24. Ho‘oponoponoIch liebe dich.Bitte verzeihe mir.Es tut mir leid.Danke.
  25. 25. Post/Kommentar Einschätzung der Kritik und NutzertypenAllgemeiner (Kritisches) Vorhersehbare Verstoß gg. die politischer Individuelles Trolling Kritik NetiquetteKommentar Anliegen Zufriedenstellend Aushalten Direkt lösbar erklärbar? nein ja nein Problemlösung in Involvieren der den Kommentaren/ Aushalten Verbergen Löschen Eskalationsstufe Verlinkungen
  26. 26. will wirklichNicht jedes Gespräch lohnt sich, nicht jedermit mir reden. Don‘t feed the #trolls.
  27. 27. Aber trotzdem gibt es keineKrisen in Social Media. Und fast nie einen Shitstorm
  28. 28. Die Erfahrung lehrt: Was erregte Social-Media-Gurus als #Krise bezeichnen, ist gar keine. Und einShitstorm ist meistens ein nasser Pfurz.
  29. 29. Das 1x1 der Krisenkommunikation:Vertrauen kapitalisieren und kontrollierte Explosion
  30. 30. Mit eigenen Blogs „Street Credibility“ aufbauen.Mit eigenen Inhalten eine Stimme haben.Mit eigenen Orten eine Contenthistorie schaffen.Mit eigenen Ansprechpartnern ansprechbar sein.
  31. 31. kontrollierte Explosion:- kaum Suchmaschinenrelevanz- keine Nachhaltigkeit- Klarnamen und Profile der Kritiker
  32. 32. 1. Quittung 2. Infolink 3. Abmoderieren Kritik Einschätzung der Kritik und des Nutzertyps In private ÖffentlichAushalten Verbergen Kommunikation reagieren verlagern
  33. 33. MitRuhe geht es auch wieder vorbei. Und mit einerKultur des #Aushaltens. Denn Social Media istklasse in der Krise. Aber löst keine Krise aus.
  34. 34. thxWolfgang Lünenbürger-Reidenbach Tu nichts Dummes!http://achtung.de@achtunghttp://luenenbuerger.de@luebue

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