Social Media (SoM) Communication
Tweets, Posts and Likes: Communication via Social Media such as Facebook, Instagram, Xing and LinkedIn
In the era of tweets, posts and likes it often isn’t easy for clients to decide how social media can help them best.
Which media suits the company or brand? Do I do what everyone does or do I go my own way?
Rule the world with 140 characters: Twitter it like Donald Trump?
Donald Trump has introduced a new style to presidential communication: twitter. His governing via twitter proves which enormous role social media can play in modern communication nowadays.
But companies also specifically use social media for their campaigns. For example, a new product can be presented to consumers with an entertaining video clip on different channels, which can go viral and help in deciding whether to purchase it. It is important that this measure doesn’t stay a flash in the pan. Social media needs to be cultivated and an open dialogue with users is essential. One-way communication is the worst possible path to take on social media. Only those who are ready to work dialogically should use this marketing tool.
Beispiel eines Social-Media-Beitrags (Youtube) für unseren Kunden Changhong:
Social Media as a research tool for journalists
It is not to be underestimated that journalists also use social media to stay alert. Facebook, Google, Twitter, Instagram, Pinterest, Xing, LinkedIn, and many more, offer manifold information sources. Meanwhile it is also custom for serious daily press to quote tweets or facebook postings of politicians, artists and athletes and use them for parts of their coverage.
Social Media Channels of bloggers and influencers increasingly important
Bloggers have become an important component of communication concepts – and within social media communication. Targeted contributions on influential blogs including all their social media channels on facebook, instagram, twitter or youtube can form opinions early
We see our public relations working best, when using social media including bloggers, especially in the consumer sector. Social media has become a part of our daily communication work for our clients. But there are still many companies who don’t yet fully work with dialogical communication. Especially in business-to-business a backlog is due.
How Social Media is defined on Wikipedia
Social Media describes all media (plattforms), which encourage users in mutual communication and in interactive exchange of information via digital channels.
Social Media can be organized in two categories:
- Social Media with the primary goal of communication
- Social Media used for communication, but with a focus on the content generated, edited and exchanged by users (user generated content).
Andreas M. Kaplan und Haenlein define social media as a cluster of online applications based on the technical and ideological basic information of Web 2.0 and which help to establish and exchange user generated content.
Kietzmanns Social Media Honeycomb describes to which extent such online applications differ from each other by concentrating on seven social media components (identity, conversations, exchange, presence, relations, reputation and groups).
Kaplan and Haelein have formed a further classification based on theories from media research (media richness theory, social presence theory) and social research (impression management, self-disclosure theory), organizing social media in five different groups: collective projects (i.e. Wikipedia), blogs and mikro blogs (i.e. Twitter), content communities (i.e. Youtube), social networks (i.e. Facebook), MMORPGs and social, virtual worlds (virtual game worlds and virtual social worlds) (i.e. Second Life or World of Warcraft).