Social Networks & Social Network Analysis in Companies

An overview of the internal and external power of Social Networks

Seminar Paper , 2011 , 19 Pages

Business economics - Offline Marketing and Online Marketing

This term paper is about Social Networks, Social Network Analysis, as well as its use in marketing and its history.
Chapter 2 “The Internal Power of Social Networks” is about the question of what a Social Network is and about the History of Social Network Analysis. It also examines social networks in companies, the question of how executives can create energy in companies and the most common problems that typically come along with social networks in companies.
Chapter 3 “The External Use of Social Networks” explains how companies can gain and maintain social capital and make use of the modern forms of social media. It also gives some general advise on the most popular social networking platforms.

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Problem Statement
  • Objective
  • Procedural Method
• The Internal Power of Social Networks
  • What is a Social Network?
  • The History of Social Network Analysis
  • Social Networks in Companies
  • Creating Energy in Organizations
  • Problems with Social Networks in Business Environments
• The External Use of Social Networks
  • The Development of Social Network Marketing
  • Establishing Social Capital and Making Use of It - Social Sales
  • Different Types of Social Network Marketing
    • Blogging
    • Twitter and Microblogging
    • Social Networks
  • Measurement
• Summary

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper aims to clarify the meaning of Social Networks and Social Network Analysis in the modern business environment. The study explores how Social Networks manifest within companies, identifies common challenges, and examines how managers can utilize these networks to drive corporate success. The paper further investigates how companies can build and leverage social capital through Social Networks to enhance customer relationships and increase profits.

• The impact of Social Networks in today's corporate culture
• The internal and external power of Social Networks in business
• Challenges of Social Networks in business environments
• Utilizing Social Networks for effective management and marketing
• Building social capital and maximizing its potential for profit

Zusammenfassung der Kapitel (Chapter Summaries)

The paper commences with an introduction that defines the problem statement, objective, and procedural method of the research. The first section explores the internal power of social networks, defining the concept and tracing its history. It then delves into the role of social networks in companies, including the challenges they present and strategies for maximizing their potential for success. The second section shifts focus to the external power of social networks, examining the evolution of social network marketing and its application to building social capital and fostering sales. Different types of social network marketing, such as blogging, Twitter, and traditional social networking platforms, are discussed, along with the importance of measurement for success.

Schlüsselwörter (Keywords)

This term paper explores the concept of Social Networks and Social Network Analysis, examining their impact on both internal and external company operations. The primary focus is on the power dynamics of these networks, encompassing themes such as social capital, communication strategies, marketing applications, and challenges faced by modern businesses. The paper analyzes the role of Social Networks in facilitating communication, influencing customer behavior, and driving organizational success.

• College: Management Center Innsbruck
• Author: Markus Hoffmann (Author)
• Publication Year: 2011
• Pages: 19
• Catalog Number: V179564
• ISBN (eBook): 9783656020417
• ISBN (Book): 9783656020578
• Language: English
• Tags: social, networks, network, analysis, companies