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: TextSeries: eBooks on Demand.BestMasters: Publisher: Wiesbaden : Springer Fachmedien Wiesbaden, 2015Description: 1 online resource (131 p.).ISBN: 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: 650 LOC classification: HF5415.1265 -- .H87 2015ebOnline resources: Click here to view this ebook.
|Item type||Current location||Call number||URL||Status||Date due||Barcode|
|Electronic Book||UT Tyler Online Online||HF5415.1265 -- .H87 2015eb (Browse shelf)||http://uttyler.eblib.com/patron/FullRecord.aspx?p=1973973||Available||EBL1973973|
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 Germany2.3.3. 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 Adaptation4. 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 Validity5.2. 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
Description based upon print version of record.