Situational Analysis
A useful framework for performing a situational analysis is the Three C analysis, comprising company, customer and competitor (Robinson, 2008). Hence, the aim is to get an understanding of the current practices of the Berlin-Brandenburg Academy of Science
- PDF / 2,509,820 Bytes
- 131 Pages / 419.52 x 595.2 pts Page_size
- 20 Downloads / 205 Views
Springer awards „BestMasters“ to the best master’s theses which have been completed at renowned universities in Germany, Austria, and Switzerland. The studies received highest marks and were recommended for publication by supervisors. They address current issues from various fields of research in natural sciences, psychology, technology, and economics. The series addresses practitioners as well as scientists and, in particular, offers guidance for early stage researchers.
Daniel Hurrle • Julia Postatny
Social Media for Scientific Institutions How to Attract Young Academics by Using Social Media as a Marketing Tool Foreword by Prof. Dr. Dirk-Mario Boltz
Daniel Hurrle Julia Postatny Berlin, Germany
BestMasters ISBN 978-3-658-08821-7 ISBN 978-3-658-08822-4 (eBook) DOI 10.1007/978-3-658-08822-4 Library of Congress Control Number: 2015930995 Springer Gabler © Springer Fachmedien Wiesbaden 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media (www.springer.com)
Foreword
V
Foreword Looking at an evolving media landscape with increasing opportunities to communicate with customers on different levels, social media has become one of the most widely discussed topics in marketing and communications. Corporations as well as organizations and institutions debate whether or not, and how they should use different social media channels in order to address various stakeholders for different purposes. Researchers try to explore how the usage of social media effects the behavior of people – from the problems of excessive demands to the opportunities of a more intensive and valuable conversation with partners of all kinds. This book applies the relevant questions of social media to the area of research institutions, a territory that is still relatively undiscovered. The authors follow the research question of how social media ca
Data Loading...
