Social Media for Scientific Institutions

How to Attract Young Academics by Using Social Media as a Marketing Tool
2015
ISBN: 978-3-658-08821-7
Verlag: Springer

Buch, Englisch, 117 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 1856 g

Reihe: 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.

Zielgruppe

Research

Autoren/Hrsg.

Postatny, Julia

Hurrle, Daniel

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Sozialwissenschaften Pädagogik Schulen, Schulleitung Universitäten, Hochschulen
• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Universitäten, Wissenschaftliche Akademien, Gelehrtengesellschaften

Inhaltsverzeichnis

Social Media Environment and Marketing.- Scientific Institutions and Young Academics.- Online Survey, Benchmark Analysis and Expert Interviews.- Social Media Concept: Content, Platforms, Monitoring.

Über Autor(innen)

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.