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Archive for the ‘Social Media’ Category

Folgen der ‘Promoted Posts’

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Aus beruflicher Sicht schätze ich ‘Promoted Posts’. Sie geben mir die Möglichkeit Freunde meiner Fans mit Inhalten zu versorgen und nicht nur auf äußerst stupide Art und Weise auf meine Fanpage aufmerksam zu machen.
Die Wege, die Facebook beschritten hat, um Nutzer beinahe zu zwingen, dieses Feature zu nutzen, missbillige ich allerdings aufs äußerste – aus beruflicher wie auch privater Sicht.

Schaden diese Schritte womöglich?
Die Wahrscheinlichkeit, dass die Inhalte, die ich nun auf Facebook teile, meine Freude erreichen, ist nun ja geringer. Wieso Facebook unter diesen Umständen noch als Sharing-Plattform ansehen. Nimmt dadurch nicht eher Facebooks Bedeutung als Tagebuch zu?

Wie komme ich auf diese Gedanken: gestern habe ich mit mehr oder weniger Interesse eine Diskussion zum Thema Social TV Apps auf den Münchner Medientagen verfolgt. Eine der Fragen drehte sich um die Bedeutung von Facebook in diesem Bereich.
Aus meiner Erfahrung kann ich sagen, dass Facebook bei manchen Events (Tatort, ESC, diverse Fußballspiele, 1. Staffel von The Voice) zu eben diesen Zwecken genutzt wird, die die meisten Social TV Apps verfolgen.
Ich bezweifle allerdings daran, dass es dabei bleibt. Ich kann mir gut vorstellen, dass Facebook, durch die wirtschaftlich getriebene Änderung der Timeline, den Status als Sharingplattform verliert, somit ein Hauptnutzen des Netzwerks verloren geht und die Interaktionen abnehmen.


Written by Stephanie Werner

October 26, 2012 at 11:02 am

Posted in Social Media

Done! The Impact of Microblogging on Corporate Communication

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One of the most powerful tools to enhance employee morale, promote transparency and reduce attrition is effective internal communication – while ineffective communication leads to the spread of rumors, disillusionment of the employees and a gradual destruction of the brand image.

Effective communication not only provides information but also stimulates the employees‘ feedback to the top management and encourages sharing – if corporate culture allows it. Thus by enhancing internal communication on the one hand the organization‘s goals are driven and supported and on the other hand morale and motivation of the employees is risen.

And communication seems to become even more important as we are standing in the middle of a silent revolution.

Recent political developments, like the protests in Egypt or Stuttgart 21 in Germany, showed that people/citizens want to be involved in the decision making process and are ready to demonstrate their opposition if they are not.

But also the expectations of employees are changing: Generation Y is the fastest growing segment of today‘s workforce. This generation is increasingly familiar with “new“ technologies and media as most of them grew up with computers and mobile phone. But thus not only their communication habits changed. To the members of Generation Y it is more important to have meaningful work, involvement and to be kept in the loop as just having high pay.

This social tendency shows that there is a need for companies to deepen the dialogue with their employees.

Recently I finished my bachelor thesis “The Impact of Microblogging on Corporate Communication”. Finally! And then, on Tuesday, July 5th, 2011 THE day had come: I handed the thesis over to Prof. Dr. Holger Günzel. (May he have mercy!)

Therefore I don’t want to deprive you of it anymore. The version you find here is slightly changed as the rights of some pictures weren’t clear.

Written by Stephanie Werner

July 8, 2011 at 9:03 pm

Posted in Social Media

Searching for Distraction

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It’s obvious! I should write my bachelor thesis! But like every student that has to learn or write a paper, I try to distract myself. I try to avoid thinking about the deadline. I spend hours with cleaning up the appartment, and also the time I spend on social media plattforms is increasing disproportionately. The result: annoyed contacts as I am almost spamming them with my status updates/ dents/ tweets, and a really, really high adrenaline level. So far… So good…

Please support me! No worries! I am not asking you to pushing me… but I am asking you to answer a couple of questions regarding microblogging and its internal use:

Thank you very much!

Written by Stephanie Werner

May 28, 2011 at 2:00 pm

Posted in Social Media

Corporate Use of Microblogging

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Employee motivation is crucial for the success of change management projects while
communication plays an important role regarding the motivation of employees.
But traditional communication methods do not meet the companies demands anymore. As
companies get more complex and more global, tools are needed that smooth out or even remove
hierarchical and geographical borders. Tools that enable employees to participate in the corporate
culture local as well as remotely, to discuss business-related topics and to build up new
relationships, create social networks and distribute information.
The beginning of the era of Web 2.0 provided this opportunities in the peoples personal lives.
Gradually also companies started to adopt Web 2.0 tools for business purposes.
One of these tools is microblogging: at first companies used microblogging as an advertising tool,
then they recognized that it can also be used for internal purposes. Today it is predominantly used
by early adaptors to reduce the email overflow as well as to exchange business-related information
but also to discuss internal ideas and innovations.
How far does microblogging effect internal communication?
Does microblogging also effect employee motivation?
Is an internal microblogging instance suited for the targeted communication in scope of change
management projects?

A couple of month ago I wrote a short essay about “Microblogging and its Impact on Change Management” in scope of my studies. “Corporate Use of Microblogging” is an excerpt of this paper.

I have to add that also the third company got back on me, but yet I haven’t had time to add its answers. (Shame on me!)

Corporate Use of Microblogging (pdf)

Written by Stephanie Werner

April 2, 2011 at 9:53 am

Posted in Social Media

Welcome to the 21st century

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“Cambio! #dld paulo coelho says for first time I didn’t promote my new book by interviews but only by twitter and fb: this made it#1 at once” (jpiedrahita) or something like that I read quite often on Twitter and Facebook yesterday. (Seems like there are almost no at DLD or at least they do not (want) to talk about it.)

But now back to Coelho: WOW!!! That is soooooo amazing!!! Welcome to the 21st century! That is exactly what experts call social media marketing.

I agree: The fact that the book was only promoted via Twitter and Facebook sounds quite fascinating. But people often forget that also the traditional media writes about “campagnes” like that – and the impact may not be underestimated.

But hello! The fact that social media is a nice tool for marketing – under certain conditions – is known for several years now. If this would have been said at DLD05 I would have understood your enthusiasm. Well, probably that is why DLD is so successful: organisators and participants are just on the same wavelength!

Written by Stephanie Werner

January 24, 2011 at 9:07 am

Posted in Social Media

Do you ‘read only’?!

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I confess: I like Facebook!

Well, I hate the fact that I cannot share everything I want to share as I do not know where it will end up. But: It is convenient. On the one hand I can get in contact with almost everybody I want to. On the second hand I stay tuned. In former times (when I was a little girl, the internet was not widespread and a telephone call cost a fortune) it was difficult to keep in touch with friends that e. g. moved.

Nowadays you just add them on Facebook and even if the personal tie breaks, you are still able to stay in the loop about those people. So: Facebook supports us in being idle! BUT: social media supplements personal communication… it does not replace it! Never forget this!!!

For companies this rule is valid only partly. Every Customer Relationship Manager tells you that a customer who is still willing to call the companie’s hotline (a telephone call that still can cost a fortune) can be rewon. But what to do with people who are so extremly pissed that they are not willing anymore to call the support? In WWGD sauna-loving Jeff Jarvis already gave the answer: Observe the internet! “Listen” to what your (ex-)customers are “saying”! Better: Read what your (ex-)customers are writing! For many customers the internet is the last instance to express their anger. I am convinced that this is a chance for companies.

Well, I guess not many companies have heard about WWGD – much less read it. I have got the impression that only a few companies understood that the internet and especially social media enables them to interact with their customers. So my advice: If you/ your company uses social media (Facebook fanpages, Twitter etc.) to read only, if you are not willing to react on comments made by your customers, quit your social media activities. This ignorance annoys your customers even more.

Written by Stephanie Werner

January 23, 2011 at 10:16 am

Posted in Social Media