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Die Einführung von Instagram als Kommunikationsplattform in der Stadtverwaltung Dresden

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Nadine Kadic

    (Landeshauptstadt Dresden)

  • Ilja Almendinger

    (Landeshauptstadt Dresden)

  • Daniel Heine

    (Landeshauptstadt Dresden)

Abstract

Zusammenfassung Pressemitteilungen über verschiedene Medien verbreitet, besonders durch lokale Zeitungen, waren lange das Hauptkommunikationsmittel der Stadtverwaltung mit ihren Bürgerinnen und Bürgern. Doch der Zeitungsrückgang und die Medienlandschaftsveränderung fordern neue Kommunikationswege. Die Lösung liegt im Internet, z. B. über Newsletter, städtische Webseiten und Social Media. Dresden erweiterte 2023 sein Angebot um Instagram, um die Bürger direkt zu erreichen. Dieser Artikel beleuchtet die Motivation, Ziele und Herausforderungen dieser Entscheidung und gibt Einblicke in die Instagram-Strategie der Stadt.

Suggested Citation

  • Nadine Kadic & Ilja Almendinger & Daniel Heine, 2024. "Die Einführung von Instagram als Kommunikationsplattform in der Stadtverwaltung Dresden," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 607-625, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_29
    DOI: 10.1007/978-3-658-45784-6_29
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