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Social-Media-Agenturbriefing

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Dorothee Knoop

    (Technische Hochschule Mittelhessen)

  • Benjamin Gust

    (Technische Hochschule Mittelhessen)

Abstract

Zusammenfassung Einhergehend mit der Professionalisierung von Social Media ist auch die Relevanz von auf Social-Media-Projekten spezialisierten Agenturen gestiegen. Im Zusammenspiel von Agenturen und Unternehmen spielt das Briefing dabei eine entscheidende Rolle – und ist dennoch häufig unterschätzt. In diesem Beitrag wird deshalb die Bedeutung klarer Agenturbriefings betont. Dazu werden nach einer kurzen Begriffserklärung zunächst wichtige theoretische Hintergründe zu klassischen Briefings erläutert, bevor in einem Abgleich mit der Praxis der Ablauf, Fehlerquellen, Erfolgskriterien und Inhalte eines (Social-Media-)Agenturbriefings erarbeitet werden. In Anschluss wird eine exemplarische Social-Media-Briefing-Checkliste präsentiert, die als Grundlage eines Agenturbriefings dienen kann.

Suggested Citation

  • Dorothee Knoop & Benjamin Gust, 2024. "Social-Media-Agenturbriefing," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 213-228, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_39
    DOI: 10.1007/978-3-658-45784-6_39
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