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Social Media Marketing

In: Online-Marketing-Intelligence

Author

Listed:
  • Dennis Ahrholdt

    (HSBA Hamburg School of Business Administration)

  • Goetz Greve

    (HSBA Hamburg School of Business Administration)

  • Gregor Hopf

    (Duale Hochschule Baden-Württemberg)

Abstract

Zusammenfassung Durch die starke Verbreitung der sozialen Medien und deren Rückkanalfähigkeit wandeln sich Unternehmen von reinen Absendern einer Werbebotschaft zu Vertretern einer Marke, die im Dialog mit ihren Kunden stehen und als Inhaltsanbieter wie auch als Ermöglicher für Kommunikation fungieren. Die Bandbreite der verfügbaren Messwerte für die Steuerung der Unternehmenskommunikation in den sozialen Medien ist allerdings so groß, dass man sich gerne in einer Vielzahl möglicher Metriken verliert. Das Kapitel führt durch die wichtigsten Fragen und die dafür jeweils hilfreichen Kennzahlen, angefangen von einem grundlegenden Social Media Listening und Monitoring bis hin zu spezifischen, tiefergehenden Social Media Analytics und Intelligence.

Suggested Citation

  • Dennis Ahrholdt & Goetz Greve & Gregor Hopf, 2023. "Social Media Marketing," Springer Books, in: Online-Marketing-Intelligence, edition 2, chapter 4, pages 67-191, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40599-1_4
    DOI: 10.1007/978-3-658-40599-1_4
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