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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Statement of the situation
- Purpose
- Basic information
- Definition of Social Media
- Terminology
- Channels and Instruments of Web 2.0
- Networking
- Contribution
- Wikis
- Flickr
- Sharing
- YouTube
- Del.icio.us
- Messaging
- Skype
- Benefit of Social Media
- The development of media utilization
- The internet gives users a voice
- The wisdom of crowds
- The Social Media phenomenon
- Target audience: Generation Social Media
- The importance of giving
- Application of Social Media in the context of events
- Pre-Event
- During the event
- After the event
- Strategies for Social Media performance
- Setting goals for Social Media
- Research the company's Social Community
- Understand and listen to your audience
- Formulate a strategy
- Strategies and tactics – how to network
- Beyond the borders of Social Media: face-to-face contact
- Performance measurement
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to explore the effective use of social media within the event industry by providing recommended procedures. It delves into the potential of social media for event marketing and its specific application in the context of event management.- The definition and scope of social media within the context of event management
- The benefits and challenges of integrating social media into event marketing strategies
- The development and impact of social media on user behavior and communication
- Strategies for effective social media management and performance measurement
- The role of social media in fostering interaction and community building among event attendees
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction outlines the growing importance of social media in today's digital landscape, highlighting its potential for businesses and organizations. The dissertation then defines and explains the core concepts of social media, exploring various channels and instruments within the Web 2.0 ecosystem. It dives into the evolution of media utilization, emphasizing the shift towards user-generated content and the emergence of social communities. The text explores the "Social Media phenomenon" by analyzing its impact on target audiences and the importance of engaging with users. The application of social media in the event industry is discussed in detail, encompassing pre-event, during-event, and post-event strategies. Finally, the dissertation presents a framework for developing effective social media strategies, including goal setting, audience understanding, and performance measurement.Schlüsselwörter (Keywords)
This dissertation focuses on social media marketing in the context of event management, examining its application, impact, and strategies. Key terms include social media, event marketing, Web 2.0, social communities, user-generated content, target audience, engagement, and performance measurement.- Citar trabajo
- Jeannette Groesgen (Autor), 2011, The Goal-Oriented Handling of Social Media in the Event Industry, Múnich, GRIN Verlag, https://www.grin.com/document/231448
