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Essentials Social-Media-Marketing

In: Brand Evolution

Author

Listed:
  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

Zusammenfassung Im Zuge des Social-Media-Marketing versuchen Unternehmen, Social Media zur Erreichung eigener Marketing-Ziele zu nutzen. Unter dem Begriff soziale Medien werden dabei alle Online-Medien und -Technologien subsumiert, die den Internet-Nutzern einen Informationsaustausch und eine Zusammenarbeit online ermöglichen. Damit stehen erstmals allen Bevölkerungsschichten und allen Stakeholdern eines Unternehmens kraftvolle, öffentlichkeitswirksame Instrumente zur Verfügung. Um Social Media zielorientiert die Marketing-Kommunikation einbinden und werteschaffend statt wertevernichtend nutzen zu können, ist ein umfassendes Wissen über die sozialen Medien erforderlich. Dieser Beitrag gibt einen grundlegenden Einblick in die Essentials des Social-Media-Marketing.

Suggested Citation

  • Ralf T. Kreutzer, 2022. "Essentials Social-Media-Marketing," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 421-456, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_19
    DOI: 10.1007/978-3-658-35916-4_19
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