Social Media in Companies. Integrated Approach for a Social Media Strategy

  • Mike FriedrichsenEmail author
Part of the Media Business and Innovation book series (MEDIA)


Given the increasing number of members and participants of social networks on the internet a complete new scope of communication and interaction with millions of stakeholders all over the globe is at hand. Since organizations tend to prioritize the built up of long-term relationships with their customers and other stakeholders than focusing on short, transactions-oriented relations, social media offers tools and concepts to establish effective relationships alongside traditional communication channels.

Effective relationship marketing and management is leading to world-class products and attracting the most valuable customers. Hence, German media companies need to establish presence in social networks and actual use social media to preserve and extend their competitive edge. However, the social media landscape’s miscellaneous characteristics demand an integrated approach.

Within the scope of this chapter a concept for a strategic blueprint in a corporate environment is developed to use the capabilities of social media. The concept outlines strategic planning methods, key performance indicators and accommodates changing trends in the social media domain that my lead to an effective enterprise 2.0.


Social Medium Social Network Analysis Customer Relationship Management Customer Loyalty Customer Relationship 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.Humboldt Media Business SchoolBerlinGermany
  2. 2.Stuttgart Media UniversityStuttgartGermany

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