Normal view MARC view ISBD view

Social Media for Scientific Institutions : How to Attract Young Academics by Using Social Media as a Marketing Tool.

By: Hurrle, Daniel.
Contributor(s): Postatny, Julia.
Material type: TextTextSeries: eBooks on Demand.BestMasters: Publisher: Wiesbaden : Gabler, 2015Copyright date: ©2015Description: 1 online resource (131 pages).Content type: text Media type: computer Carrier type: online resourceISBN: 9783658088224.Subject(s): Education, Higher -- Social aspects | Internet -- Social aspects | Internet in education | Internet marketing -- Social aspects | Online social networks | Social media | Young adultsGenre/Form: Electronic books.Additional physical formats: Print version:: Social Media for Scientific Institutions : How to Attract Young Academics by Using Social Media as a Marketing ToolDDC classification: 658.872 LOC classification: HF4999.2-6182Online resources: Click here to view this ebook.
Contents:
Foreword -- Profile of the institute -- Preface -- Table of Contents -- List of Abbreviations -- List of Figures -- 1. Introduction -- 1.1. Problem Definition -- 1.2. Research Approach -- 1.3. Structure of the Thesis -- 2. Theoretical Foundations -- 2.1. Social Media Environment -- 2.1.1. Definition -- 2.1.2. Channels -- 2.1.3. User Characteristics and Motives -- 2.2. Social Media in a Business Context -- 2.2.1. Social Media Marketing -- 2.2.2. Effects on Classical Marketing Concepts -- 2.2.3. Company Motives -- 2.2.4. Development of a Strategy -- 2.2.5. Monitoring and Budget -- 2.3. Science and Young Academics -- 2.3.1. Definitions -- 2.3.2. Research Landscape in Germany -- 2.3.3. Young Academics in Germany -- 2.3.4. Science and Social Media -- 2.4. Summary of Theoretical Foundations -- 3. Situational Analysis -- 3.1. The Berlin-Brandenburg Academy of Sciences and Humanities -- 3.1.1. Background Information -- 3.1.2. Goal and Responsibilities -- 3.1.3. Public Events -- 3.1.4. Customer Base and Academy Members -- 3.1.5. Communication Activities -- 3.2. Research Analysis -- 3.2.1. Application of Methods -- 3.2.2. Analysis of Online Survey -- 3.2.3. Benchmark Analysis -- 3.3. Results -- 3.3.1. Summary of Situational Analysis -- 3.3.2. Suggestions for Product Communication and Adaptation -- 4. Social Media Concept -- 4.1. Context and Observation -- 4.2. Objectives -- 4.3. Selection of Content -- 4.4. Modulation of Channels -- 4.4.1. Social Media Hub: Blog -- 4.4.2. The Primary Channels -- 4.4.3. The Secondary Channels -- 4.5. Implementation -- 4.5.1. Organizational Efforts -- 4.5.2. Content and Customer Handling -- 4.5.3. Personnel and Financial Expenses -- 4.5.4. Integrated Marketing Communications -- 4.6. Correction through Monitoring -- 4.7. Challenges and Opportunities -- 5. Conclusion -- 5.1. Critical Reflection -- 5.1.2. Limitations.
5.1.3. External Validity -- 5.2. Outlook -- Bibliography -- Appendix.
Summary: This book covers relevant topics of social media in the area of research institutes. Daniel Hurrle and Julia Postatny follow the research question of how social media can empower the communication of such institutes by using the example of the Berlin-Brandenburg Academy of Sciences and Humanities. Based on a comprehensive analysis of the designated target group of young academics, a holistic social media concept is developed with clear guidelines for immediate application and implementation. Diagrams, illustrations, models and short summaries after each section facilitate the understanding of the process and complex decisions and lead the reader gently through the topic.
Tags from this library: No tags from this library for this title. Log in to add tags.
Item type Current location Call number URL Status Date due Barcode
Electronic Book UT Tyler Online
Online
HF4999.2-6182 (Browse shelf) https://ebookcentral.proquest.com/lib/uttyler/detail.action?docID=1973973 Available EBC1973973

Foreword -- Profile of the institute -- Preface -- Table of Contents -- List of Abbreviations -- List of Figures -- 1. Introduction -- 1.1. Problem Definition -- 1.2. Research Approach -- 1.3. Structure of the Thesis -- 2. Theoretical Foundations -- 2.1. Social Media Environment -- 2.1.1. Definition -- 2.1.2. Channels -- 2.1.3. User Characteristics and Motives -- 2.2. Social Media in a Business Context -- 2.2.1. Social Media Marketing -- 2.2.2. Effects on Classical Marketing Concepts -- 2.2.3. Company Motives -- 2.2.4. Development of a Strategy -- 2.2.5. Monitoring and Budget -- 2.3. Science and Young Academics -- 2.3.1. Definitions -- 2.3.2. Research Landscape in Germany -- 2.3.3. Young Academics in Germany -- 2.3.4. Science and Social Media -- 2.4. Summary of Theoretical Foundations -- 3. Situational Analysis -- 3.1. The Berlin-Brandenburg Academy of Sciences and Humanities -- 3.1.1. Background Information -- 3.1.2. Goal and Responsibilities -- 3.1.3. Public Events -- 3.1.4. Customer Base and Academy Members -- 3.1.5. Communication Activities -- 3.2. Research Analysis -- 3.2.1. Application of Methods -- 3.2.2. Analysis of Online Survey -- 3.2.3. Benchmark Analysis -- 3.3. Results -- 3.3.1. Summary of Situational Analysis -- 3.3.2. Suggestions for Product Communication and Adaptation -- 4. Social Media Concept -- 4.1. Context and Observation -- 4.2. Objectives -- 4.3. Selection of Content -- 4.4. Modulation of Channels -- 4.4.1. Social Media Hub: Blog -- 4.4.2. The Primary Channels -- 4.4.3. The Secondary Channels -- 4.5. Implementation -- 4.5.1. Organizational Efforts -- 4.5.2. Content and Customer Handling -- 4.5.3. Personnel and Financial Expenses -- 4.5.4. Integrated Marketing Communications -- 4.6. Correction through Monitoring -- 4.7. Challenges and Opportunities -- 5. Conclusion -- 5.1. Critical Reflection -- 5.1.2. Limitations.

5.1.3. External Validity -- 5.2. Outlook -- Bibliography -- Appendix.

This book covers relevant topics of social media in the area of research institutes. Daniel Hurrle and Julia Postatny follow the research question of how social media can empower the communication of such institutes by using the example of the Berlin-Brandenburg Academy of Sciences and Humanities. Based on a comprehensive analysis of the designated target group of young academics, a holistic social media concept is developed with clear guidelines for immediate application and implementation. Diagrams, illustrations, models and short summaries after each section facilitate the understanding of the process and complex decisions and lead the reader gently through the topic.

Description based on publisher supplied metadata and other sources.

Author notes provided by Syndetics

Daniel Hurrle and Julia Postatny completed their Master's Degree under the supervision of Prof. Dr. Dirk-Mario Boltz in International Marketing Management (M.A.) at the Berlin School of Economics and Law. With several long-term stays in the USA, Canada, Singapore and Europe along with hands-on experience in international companies they gained outstanding skills and know-how for their future marketing career.

There are no comments for this item.

Log in to your account to post a comment.