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Social Media in der Medienbranche

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Thomas Breyer-Mayländer

    (Hochschule Offenburg)

Abstract

Zusammenfassung Social Media hat für Unternehmen der Medienbranche mehrere Dimensionen. Es sind Wettbewerbsmedien im Kampf um Marktanteile im Nutzer- und Werbemarkt, aber auch neue Kommunikationskanäle und Umfelder für die Entwicklung und Vermarktung neuer eigener Social-Media-Produkte. Entsprechend ist die Integration der Möglichkeiten sozialer Medien in die strategische Planung von Medienunternehmen seit der Jahrtausendwende mehr und mehr zum Erfolgsfaktor geworden; ein Thema, das in die digitale Transformationsstrategie eingebettet werden muss.

Suggested Citation

  • Thomas Breyer-Mayländer, 2024. "Social Media in der Medienbranche," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 487-506, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_20
    DOI: 10.1007/978-3-658-45784-6_20
    as

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