corporate image and social media: opportunities and risks
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Corporate Image and Social Media
Opportunities and Risks
Prof. Dr. Martin Michelson15.10.2011
„It takes 20 years to build a reputation and five minutes to ruin it.
If you think about that, you'll do things differently “
(Warren Buffet)
Source: ethority.de
Social Media Terms and ApplicationsSocial Media Terms and Applications
Social Networks / Communities
Discussion Forums, Professional Forums
Weblogs
Review Sites
Wikis
Microblogs
Video Portals / Photo Portals
Social Bookmarks
0
10
20
30
40
50
60
70
80
2007 2008 2009 2010 2011
Wikipedia VideoportalsPrivate Networks PhotoportalsBusiness Networks Weblogs Social Bookmarks Virtual GamesTwitter
Source: ARD/ZDF-Onlinestudie 2011
Social Media UseSocial Media Use
German Online Users: Occasional Use (from 14 years, percent)
Source: ARD/ZDF-Onlinestudie 2011
Social Media UseSocial Media Use
0
5
10
15
20
25
30
35
40
2007 2008 2009 2010 2011
Wikipedia VideoportalsPrivate Networks PhotoportalsBusiness Networks Weblogs Social BookmarksVirtual GamesTwitter
German Online Users: Regular Use (from 14 years, percent)
Increasing the number of visitors on the own website
Supplementing traditional Marketing- and communication strategies
Image care, credibility
Information gathering on customers and potential customers
Reasons for companies to use Social MediaReasons for companies to use Social Media
Interaction with customers
Discovering of new business opportunities and markets Realizing chances and risks
…at relatively low costs
From
: http
://ge
ekan
dpok
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Targetgroup related adressing of many people
Which media and channels are relevant?
Only or additionally?
Is it senseful to conduct own communities, blogs or portals?
Activ participation: How to communicate with interest groups?
Observing or participationObserving or participation
How to react on criticism?
What is communicated in the different social media?
Passive participation: How do others speak about us?
Content levels of Social Media MonitoringContent levels of Social Media Monitoring
Market Analysis, Trend observing
Observing competitors
Reputation management
(Media-) analysis
Issue management
Risk monitoring
Formal levels of Social Media MonitoringFormal levels of Social Media Monitoring
Media: Which relevance?
Actors: Who says what obtaining which effect?
Content: What is communicated and how?
Google +
Ciao, Doyou, Idealo, Amazon (reviews)
Wikipedia
Which channels are of (potential) relevance?Which channels are of (potential) relevance?
Youtube
Technorati
Examples
Process of Social Media MonitoringProcess of Social Media Monitoring
Data collection
Data preparation
Data analysis
Presentation of Results
Measures
Quantityof data
Qualityof data
Example: Identification of opinion leadersExample: Identification of opinion leaders
Source: infospeed, w2monitor
Nam
e of
use
r
Number of postings
General search engines
Special search engines (google alerts, technorati etc.)
Criteria: Frequency of keywords, rating of dialog partners, number of answers, grade of linking of content
Systematic and continuing monitoring
Monitoring ToolsMonitoring Tools
Content recognition and analysis of audiovisual data still in development stage
Human Intelligence and interpretation ability remains indispensable
Sour
ce: T
opra
nkbl
og.c
om
Use external idees for innovative products or services
Discovering of experts
Social Media and „Crowd Intelligence“Social Media and „Crowd Intelligence“
Use external contribution for developments and improvements
Recruiting experts