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Zielgruppenorientierte Kommunikation in Social Media

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Benjamin Gust

    (Technische Hochschule Mittelhessen)

Abstract

Zusammenfassung Auch in Zeiten von Instagram und TikTok findet ein großer Teil unserer Social-Media-Kommunikation nach wie vor textbasiert statt. Gerade im Kontext der Unternehmens- und Marketingkommunikation ist es dabei allerdings nicht immer einfach, zielgruppengerecht zu kommunizieren. Dieser Beitrag widmet sich deshalb der textbasierten Social-Media-Kommunikation von Unternehmen. Dabei werden zu Beginn die generellen Herausforderungen der digitalen Kommunikation beschrieben, wobei vor allem auf die Text-Interpretation eingegangen wird. Im Anschluss wird die Wichtigkeit einer klaren, kommunikativen Zielgruppenanalyse diskutiert, bevor mit dem Modell der userorientierten Angemessenheit ein Ansatz präsentiert wird, der Kommunikations- und Marketingverantwortlichen dabei helfen soll, zielgruppengerechter und angemessener über Social Media zu kommunizieren.

Suggested Citation

  • Benjamin Gust, 2024. "Zielgruppenorientierte Kommunikation in Social Media," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 199-211, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_33
    DOI: 10.1007/978-3-658-45784-6_33
    as

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