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Social Media im Dienstleistungsbereich

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Karsten Hadwich

    (Universität Hohenheim)

Abstract

Zusammenfassung Social-Media-Marketing für Dienstleistungen erfordert eine strategische Ausrichtung, die sich an den Merkmalen von Dienstleistungen orientiert. Dies beinhaltet zum einen die transparente Social-Media-Kommunikation der Expertise und Fähigkeiten des Dienstleistungsanbieters. Zum anderen können durch die Nutzung von Social-Media-Plattformen Kundenfeedbacks gesammelt und Kundenbedürfnisse identifiziert werden, um den Kunden besser in den Erstellungsprozess der Dienstleistung zu integrieren. Darüber hinaus helfen visuelle Inhalte wie Bilder und Videos, die Abstraktheit der Dienstleistung zu visualisieren. Ziel des Social-Media-Marketing für Dienstleistungen ist es, Vertrauen aufzubauen, die Wertschöpfung zu betonen und eine effektive Interaktion mit der Zielgruppe zu ermöglichen.

Suggested Citation

  • Manfred Bruhn & Karsten Hadwich, 2024. "Social Media im Dienstleistungsbereich," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 531-546, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_22
    DOI: 10.1007/978-3-658-45784-6_22
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