Dienstag, 17. Januar 2017

Course Matieral for Social Social Media Communication (post 4 of 6): Social Media Guidelines


Dieser Blogbeitrag wird kurz. Das darin verlinkte Lesematerial aber zum Teil umso umfangreicher. Nachdem wir uns im Kurs damit beschäftigt haben, was sich durch die sozialen Medien in der Unternehmenskommunikation verändert und was erfolgreiche Kommunikation in den sozialen Kanälen ausmacht, wollen wir uns als nächstes damit auseinandersetzen, wie Unternehmen damit umgehen, dass jede Mitarbeiterin und jeder Mitarbeiter potentielle UnternehmenssprecherInnen sein können. 

Was sind Social Media Guidelines, welche Ziele verfolgen sie und welche Inhalte werden dort behandelt? Hier einige Links zu Beispielen von Social Media Guidelines. Jeder sollte ein oder zwei der Guidelines gelesen haben. Sucht Euch ein oder zwei Organisationen aus, die Euch interessieren:

Tchibo (siehe Video)
Daimler zum Blogging und hier allgemein zu Social Media
Coca Cola
SAP
Intel
IBM
Otto
Kodak
Katholische Kirche (Pressemitteilung) und gesamter Text, katholischer Jugend, Erzbistum Köln
UK Government: Social Media Guidelines for Civil Servants (Okt 2014)  and a more general 'Playbook' by Her Majesty's Government Digital Service  

Allgemeine Einführung zu Social Media Guidelines, mit besonderem Schwerpunkt auf die rechtlichen Aspekte.

Freitag, 13. Januar 2017

Coursematerial for Social Media Communication (post 3 of 6): Successful Social Media Content


Weiter geht's in der kleinen Blogreihe zum Kurs "Social Media Relations." Nachdem der vorausgehende Beitrag Fallbeispiele für erfolgreiche Unternehmenskommunikation in den sozialen Medien noch im Allgemeinen betrachtet hat, wollen wir als nächsten tiefergehenden Schritt die sich daran anschließende Frage stellen, was braucht Social Media Content um erfolgreich zu sein.

Montag, 9. Januar 2017

Coursematerial for Social Media Communication (post 2 of 6): case studies

So langsam geht es wieder los. Wie versprochen bzw. angedroht hier weitere Links für den Social Media Kurs - dieses Mal mit Fallbeispielen aus dem Bereich Unternehmenskommunikation. Eine der zentralen Fragen des Kurses ist "Warum kommunizieren wir so gerne und so viel in den sozialen Medien?" Anhand der Fallbeispiele wollen wir herausarbeiten, was erfolgreiche Unternehmenskommunikation in den sozialen Medien ausmacht.

Dienstag, 13. Dezember 2016

Coursematerial for Social Media Communication (part 1 of 6): selected academic literature

For those who have chosen "Social Media Relations" as their elective course, here are four academic articles which nicely walk us through how the concept of word-of-mouth transfers into the online world, how sentiment matters and can be analysed in social media communication,   and how we can decide on which users are potentially more important than others.

The articles fulfill a dual purpose in the course of both improving your insights of social media communication as well as exposing you to such acacemic literature, whose aim is not merely the transfer of knowledge but the investigation into something that we do not yet fully understand. The latter objective is explicitly part of this course with a view towards the preparation of your bachelor thesis.

We will assign reading obligations in the first session of the seminar, so that everyone at least reads one of these articles and you summarize them in groups together for the whole seminar. If you want to read ahead start thinking about what are the main findings, what argumentation is offered to support these findings and what methods have been used to derive that argumentative support. How convincing do you find the argumentation?

Understanding Word of Mouth Marketing: Kozinets et al. (2010)
Sentiment Analysis: Schweidel et al (2012)
Determining Influential Users: Trusov et al (2010)
Seeding Strategies: Hinz et al. (2011)

I also include the link to an older presentation by Jan Schmidt, whose argumentation we will also discuss when talking about uses and gratifications of social media communication: Jan Schmidt (2008)

Montag, 5. Dezember 2016

Introductory Browsing for Social Media Relations

Source: McKinsey&Company
As a preparation for our introductory discussion in the Social Media Relations course starting in January, here is some interessting browsing: click here for an infographic about social media usage worldwide and here for a look back into selected U.S. brand activity in social media. This interview with a representative of ECO Verband gives a good introduction into how Social Media change Public Relations. Or click on the image to the left for a current survey by McKinsey & Company among 200 Social Media pioneers in Germany and a general introduction to social media and its powers to affect every link in the value chain. For a closer look on how social media alters the 'traditional' Marketing Funnel consider this blog article by David Rogers, who teaches digital marketing at Columbia Business School.

Nielsen regularly monitors how trustworthy consumers judge different marketing and media channels. Here is a summary of their latest 2015 findings; and here to their earlier surveys of 2013 and 2012.

For a description of a rather revealing experiment with the Facebook algorithm which decides which posts should appear on each facebook user's newsfeed click here. This experiment took place before the U.S. presidential elections, but the issue raised got really controversial during the last twelve months. And if you still haven't got enough, our library has the current issues of the Social Media Magazin available in the reading room. Here is a link to the Commerzbibliothek's online catalogue entry for the Social Media Magazin.

I will post a short blog series with further links to material, which we will talk about in the seminar. We will assign reading obligations for these materials at the first session, but if you want to read ahead feel free to do so.

Freitag, 28. Oktober 2016

Practical Challenges with IoT - Panel Discussion at Princeton University (CITP Conference on Security and Privacy for the Internet of Things)

I know the video is an hour long, but it is worthwhile watching to get a feel and understanding of the practical and ethical challenges we are currently encountering on the way to an IoT-world, largely centred around data security and privacy but also in terms of change management, dealing and educating the consumer and most fundamentally IT-infrastructure.

What I think is important to keep in mind when watching is that the points made and issues raised are not here to scare us or stop the development but they are essential to make us aware of the curves and bends we have to navigate on this path to billions and billions of smart devices which we are about to trust to run our cities, our homes and our lives.
If these topics interest you make sure to also have a look through the other CITP panel discussions.

Samstag, 17. September 2016

Hyper-Reality: Anschauungsobjekt oder düstere Zukunftsvision?

Was zunächst nur als Anschauungsobjekt für die aller Wahrscheinlichkeit nach auf uns zukommende Mixed Reality beginnt, nimmt durch den Einsatz von ein wenig klassischem Storytelling eine überraschende Wendung zu einer rechten düsteren und nachdenklich-stimmenden Zukunftsvision. Sehr sehenswert!

HYPER-REALITY from Keiichi Matsuda on Vimeo.