Online and Social Media Marketing - Einzelansicht

Over the last decade, Social Media platforms have evolved from being purely hedonic platforms for private use into potent organizational tools used both internally within an organization as well as externally for communication and collaboration with various stakeholders. Internally, embedding Social Media tools within organizations has been linked to enhanced participation and communication, empowering employees with a voice in organizational matters. Externally, Social Media platforms have triggered unprecedented changes in customer relationship management, turning customers into co-creators of company value. Indeed, with 2.7 billion users on Facebook alone, popular Social Media platforms present companies with unique opportunities to connect with their customers, hear their voices, and engage with them on a more personal level. Considering this potential for value, businesses increasingly view social media as a key strategic enabler. Reflecting these developments, the goal of this course is to familiarize students with the fundamentals of Social Media management.