This paper broaches the issue of the wise handling of Social Media. For that purpose, I firstly examine a few applications and present its services. To understand the user's handling, why they utilize digital platforms, I describe the development of media utilization. In the process, I demonstrate the advantages for the user and clarify the influential role evolving from these advantages.
The Social Media phenomenon exactly describes this development of consumer behaviour by technological changes of digital media. Now, it is the company's mission to generate activities for customer loyalty and acquisition.
Particularly in the event industry, Social Media is of great use for an organizer to have a wider influence over a prospective buyer due to the broad reach of Social Media. However, the application of Social Media has to be prepared and scheduled intensely, prior to canvassing new customers and establishing contact. It is important to set goals and research the company's social community to identify their interests and necessities and finally adapt the company's Social Media marketing.
Nevertheless, face-to-face contact should not be neglected, but enriched and furthered by Social Media.
Table of Contents
1. Introduction
1.1 Statement of the situation
1.2 Purpose
2. Basic information
2.1 Definition of Social Media
2.2 Terminology
3. Channels and Instruments of Web 2.0
3.1 Networking
3.1.1 Facebook
3.1.2 Xing
3.2 Contribution
3.2.1 Wikis
3.2.2 Flickr
3.3 Sharing
3.3.1 YouTube
3.3.2 Del.icio.us
3.4 Messaging
3.4.1 Twitter
3.4.2 Skype
3.5 Benefit of Social Media
4. The development of media utilization
4.1 The internet gives users a voice
4.2 The wisdom of crowds
5. The Social Media phenomenon
5.1 Target audience: Generation Social Media
5.2 The importance of giving
6. Application of Social Media in the context of events
6.1 Pre-Event
6.2 During the event
6.3 After the event
7. Strategies for Social Media performance
7.1 Setting goals for Social Media
7.2 Research the company's Social Community
7.3 Understand and listen to your audience
7.4 Formulate a strategy
7.5 Strategies and tactics – how to network
8. Beyond the borders of Social Media: face-to-face contact
8.1 Performance measurement
9. Conclusion
Objectives and Key Themes
This dissertation examines the implementation of Social Media as a strategic marketing instrument, specifically tailored to the requirements and opportunities of the event industry. It addresses how businesses can transition from traditional one-way communication to interactive dialogues by effectively utilizing Web 2.0 technologies, thereby building stronger relationships with their target audience.
- Analysis of Social Media channels and Web 2.0 instruments (Networking, Contribution, Sharing, Messaging).
- Investigation of the "groundswell" phenomenon and the shift toward user-generated content and collective intelligence.
- Strategic recommendations for Social Media usage throughout the event lifecycle (Pre-Event, During, and After).
- Methodologies for goal-setting, audience research, and continuous performance measurement in social networks.
Excerpt from the Book
3.1 Networking
Social networks represent real or virtual relations online. Members of these websites are able to set up a profile, unite with other users and interact. Mostly, users can unite in groups or communities to exchange experiences or opinions. The key activity is to befriend, a mechanism to give notice of friendships and network. The aim of social networking sites is by definition the facilitation of relationships through technology. The most popular communities are Facebook for exchanging news and views, and Xing in business networks.
Social networks allow businesses the establishment of personal connection with clients. The company should encourage employees to create profiles, especially in business networks to contact existing clients. This might strengthen business relationship due to the more informal communication between members while conveying a positive image of the company. The alternative solution would be to create a page for the business to offer exclusive content for members and provide a space for fans to interact with each other. It might be a good idea to also motivate followers to compile website content in order to attract more clients because advertisement through users is much more effective than company's advertisements.
Summary of Chapters
1. Introduction: Provides an overview of the rising importance of the internet and Social Media in modern marketing strategies.
2. Basic information: Defines core terminology and the shift from traditional communication to the Web 2.0 era.
3. Channels and Instruments of Web 2.0: Categorizes social tools into networking, contribution, sharing, and messaging, explaining their specific utilities.
4. The development of media utilization: Explores the historical development of online interaction and the emergence of user-driven content.
5. The Social Media phenomenon: Characterizes the "Generation Social Media" and emphasizes the necessity of a community-focused "giving" approach.
6. Application of Social Media in the context of events: Outlines specific procedural recommendations for marketing activities before, during, and after events.
7. Strategies for Social Media performance: Details the planning process, including goal setting, audience monitoring, and strategic formulation.
8. Beyond the borders of Social Media: face-to-face contact: Discusses the integration of online efforts with real-world interactions and methods for performance measurement.
9. Conclusion: Summarizes key findings and reiterates the necessity for companies to adapt to dialogue-oriented communication models.
Keywords
Social Media, Web 2.0, Event Industry, Marketing Strategy, Networking, User Generated Content, Groundswell, Online Community, Facebook, Twitter, Branding, Performance Measurement, Communication, Prosumer, Customer Relationship
Frequently Asked Questions
What is the primary focus of this dissertation?
The work explores how companies can utilize Social Media as a goal-oriented marketing instrument, with a specific focus on the needs and dynamics of the event industry.
What are the central themes covered in the book?
Key themes include the classification of Web 2.0 tools, the transformation of consumer behavior into "prosumers," the importance of dialogue-based marketing, and strategies for managing online and offline event communication.
What is the main research question or goal?
The goal is to provide a comprehensive recommendation for action, outlining how organizations can effectively integrate Social Media into their marketing mix to build and maintain strong customer relationships.
Which scientific methods or approaches are used?
The author synthesizes current theories of marketing and digital communication, drawing on industry studies, expert statements, and logical analysis of existing social platform functionalities.
What topics are discussed in the main part of the work?
The main part covers definitions, detailed breakdowns of Social Media channels, the influence of the "wisdom of crowds," strategic planning processes, and specific methodologies for performance measurement.
Which keywords best characterize this work?
The work is defined by terms such as Social Media, Web 2.0, Marketing Strategy, Event Management, User Generated Content, and Performance Measurement.
How does the author define the role of "Prosumers"?
The author describes them as individuals who combine the roles of consumer and producer, utilizing Social Media to actively inform themselves and participate in content creation rather than passively receiving advertising.
What recommendation does the author give for "Post-Event" activities?
The author advises maintaining the conversation by organizing event-related content chronologically, providing summaries of outcomes, and leveraging platforms like YouTube for follow-up engagement to keep the event relevant in the attendees' minds.
- Arbeit zitieren
- Jeannette Groesgen (Autor:in), 2011, The Goal-Oriented Handling of Social Media in the Event Industry, München, GRIN Verlag, https://www.hausarbeiten.de/document/231448
