Montag, 5. Dezember 2016

Introductory Browsing for Social Media Relations

Source: McKinsey&Company
As a preparation for our introductory discussion in the Social Media Relations course starting in January, here is some interessting browsing: click here for an infographic about social media usage worldwide and here for a look back into selected U.S. brand activity in social media. This interview with a representative of ECO Verband gives a good introduction into how Social Media change Public Relations. Or click on the image to the left for a current survey by McKinsey & Company among 200 Social Media pioneers in Germany and a general introduction to social media and its powers to affect every link in the value chain. For a closer look on how social media alters the 'traditional' Marketing Funnel consider this blog article by David Rogers, who teaches digital marketing at Columbia Business School.

Nielsen regularly monitors how trustworthy consumers judge different marketing and media channels. Here is a summary of their latest 2015 findings; and here to their earlier surveys of 2013 and 2012.

For a description of a rather revealing experiment with the Facebook algorithm which decides which posts should appear on each facebook user's newsfeed click here. This experiment took place before the U.S. presidential elections, but the issue raised got really controversial during the last twelve months. And if you still haven't got enough, our library has the current issues of the Social Media Magazin available in the reading room. Here is a link to the Commerzbibliothek's online catalogue entry for the Social Media Magazin.

I will post a short blog series with further links to material, which we will talk about in the seminar. We will assign reading obligations for these materials at the first session, but if you want to read ahead feel free to do so.

1 Kommentar:

  1. Thanks for the link to my article: "Rethinking the Marketing Funnel in a World of Social Media." Enjoy, and best of luck with the class!

    Author, “The Network Is Your Customer”
    Faculty director, Digital Marketing Strategy, Executive Education
    Executive director & Host, BRITE conference
    Columbia Business School