Social Media For Scientific Institutions: How To Attract Young Academics By Using Social Media As A Marketing Tool (bestmasters)

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. Contents Social Media Environment and Marketing Scientific Institutions and Young Academics Online Survey, Benchmark Analysis and Expert Interviews Social Media Concept: Content, Platforms, Monitoring Target Groups Researchers and students in the fields of business administration, marketing, communications, social media, public relations, and communications sciences Practitioners in these areas The Authors 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 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 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 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 Front Matter....Pages I-XVIII Introduction....Pages 1-4 Theoretical Foundations....Pages 5-34 Situational Analysis....Pages 35-75 Social Media Concept....Pages 76-101 Conclusion....Pages 102-108 Back Matter....Pages 109-117