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Risikomanagement für Social Media

In: Handbuch Social-Media-Marketing

Author

Listed:
  • Dirk Drechsler

    (Hochschule Offenburg)

Abstract

Zusammenfassung Das Risikomanagement ist eine unternehmensweite Aktivität, die horizontal und vertikal sämtliche Aspekte eines Geschäftsmodells zu berücksichtigen hat. Für die Social-Media-Domain bedeutet das, ein Verständnis dafür zu entwickeln, wie die Aktivitäten in einen größeren digitalwirtschaftlichen Kontext eingebettet sind. Die Konnektivität und Komplexität zeigen sich besonders deutlich, wenn Unternehmen auf den Plattformen und Kanälen ein digitales Marketing betreiben möchten. Nur durch eine kritische Masse an Wissen und einen strukturierten Risikomanagementprozess können die Verantwortlichen die Vielfältigkeit und die stochastischen Variationen großer Mengen bewältigen.

Suggested Citation

  • Dirk Drechsler, 2024. "Risikomanagement für Social Media," Springer Books, in: Christopher Zerres (ed.), Handbuch Social-Media-Marketing, pages 137-158, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45784-6_8
    DOI: 10.1007/978-3-658-45784-6_8
    as

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