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Social Media als Management-Herausforderung – Ansätze zur erfolgreichen Implementierung von Social Media-Strategien

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Dienstleistungsmanagement und Social Media

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Zusammenfassung

Social Media erleichtern den direkten Kundenkontakt und eröffnen von der aktiven Beteiligung an Innovationsprozessen über die Stärkung von Kundenbeziehungen bis hin zur digitalen Distribution vielfältige Optionen für das Marketing. Gerade für das Dienstleistungsmanagement bietet der Einsatz einen großen Mehrwert, da Social Media die Kundenintegration über die eigentliche Leistungserstellung hinaus ermöglichen (Bruhn/Meffert 2012). Auch die hohe Popularität von Kommunikationsplattformen wie Facebook oder Twitter bei Onlinenutzern (Busemann/Gscheidle 2012) und niedrige Einstiegsbarrieren haben zur Verbreitung im Dienstleistungsmanagement beigetragen, so dass der Einsatz von Social Media immer mehr zum Standard gehört.

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Authors and Affiliations

  1. IfM-HSGIfM-HSG, Dufourstr. 40a, St. Gallen, CH-9000, Switzerland

    Prof. Dr. Kirsten Mrkwicka, Prof. Dr. Marcus Schögel & Prof. Dr. Dennis Herhausen

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  1. Prof. Dr. Kirsten Mrkwicka
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  2. Prof. Dr. Marcus Schögel
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  3. Prof. Dr. Dennis Herhausen
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Correspondence to Kirsten Mrkwicka .

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  1. Unternehmensführung, Univ. Basel, Basel, Switzerland

    Manfred Bruhn

  2. Universität Hohenheim (510P) Institut für Marketing & Management, Stuttgart, Germany

    Karsten Hadwich

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Mrkwicka, K., Schögel, M., Herhausen, D. (2013). Social Media als Management-Herausforderung – Ansätze zur erfolgreichen Implementierung von Social Media-Strategien. In: Bruhn, M., Hadwich, K. (eds) Dienstleistungsmanagement und Social Media. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01248-9_2

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  • DOI: https://doi.org/10.1007/978-3-658-01248-9_2

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