By Daniel Hurrle, Julia Postatny
ISBN-10: 3658088214
ISBN-13: 9783658088217
ISBN-10: 3658088222
ISBN-13: 9783658088224
This booklet covers suitable issues of social media within the quarter of study institutes. Daniel Hurrle and Julia Postatny stick to the learn query of ways social media can empower the communique of such institutes by utilizing the instance of the Berlin-Brandenburg Academy of Sciences and arts. in line with a finished research of the detailed goal team of younger lecturers, a holistic social media idea is built with transparent guidance for instant software and implementation. Diagrams, illustrations, versions and brief summaries after each one part facilitate the certainty of the method and complicated judgements and lead the reader lightly throughout the topic.
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Additional info for Social Media for Scientific Institutions: How to Attract Young Academics by Using Social Media as a Marketing Tool
Sample text
With an effective monitoring tool in place, negative sentiments about a brand can be identified in an early stage, so that so called “shitstorms” can be prevented. , 2012, p. 199). They are feared by every company engaging with social media, some authors also claim that this fear is overrated and there is no permanent damage to the brand by them (Holtappels, 2014). However, some rules can help to prevent a shitstorm. For example, each criticism towards the brand should be addressed with a fast response.
For events, it used to produce flyers and posters for each single one. Now there are single flyers and posters only for the most important events. Additional, the Academy recently introduced quarterly event flyers for a general overview and promotion of all events. Single flyers are distributed via Dinamix (distribution service) as well as at the Academy itself. Also, 70 other facilities are provided with flyers (approximately 20 copies of each) and posters, such as universities and other research institutes, libraries and museums, foundations and associations (see Appendix 4: BBAW offline mailing list for flyers and posters).
Establishing the brand as opinion leader and expert in the industry by bringing in the brand’s competence to the social conversation can be a goal in order to build the brand’s image and position it as an active and competent company (Lembke, 2011, pp. 64-70). 4. Development of a Strategy Social media marketing is still young, so are its approaches for strategy development. In the beginning of the social media hype, many companies didn’t realize which impact a social media strategy can have and handed the responsibility for this matter to their interns – who did their best with a try-and-error principle of campaign creation.
Social Media for Scientific Institutions: How to Attract Young Academics by Using Social Media as a Marketing Tool by Daniel Hurrle, Julia Postatny
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