2.1 Social media affinity

Reading time: approx. 15 minutes Learning Objective: Understand and develop social media affinity. Exercises: Exercises are in the PDF of all exercises of this course. Download it from here. Basics The question “Can social media be used to achieve something in a particular market in principle?” should be largely answered…

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2.3.3 Social media performance potential Usage formats: social networks

Learning objective: To be able to assess the possible uses and limitations of social networks as part of a social media strategy. The development, design and practical use of social network platforms is not part of this chapter. Reading time: approx. 16 minutes Exercises: Exercises are in the PDF of…

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2.3.4 Social media performance potential usage format combinations

The topic Performance Potential Usage Format Combinations provides an overview of the combination of different social media usage formats within a social media strategy or a social media offering. Learning unit reading time: 7 minutes Learning Objective: Basics and application of combinations of different social media usage formats. Exercises: Exercises…

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2.4 Social media performance potential topics and subject areas

Learning Goal performance potential topics: Recognize the importance of themes and topics as a structure for social media performance potential. Reading time: approx. 17 minutes Exercises: Exercises are in the PDF of all exercises of this course. Download it from here. This section discusses the general application of themes and…

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2.5 Social media performance potential User benefits

Learning Objective: To understand the importance of user value in the context of social media strategy development and to be able to identify and apply appropriate user value. Reading time: approx. 16 minutes Exercises: Exercises are in the PDF of all exercises of this course. Download it from here. This…

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2.6 Social media performance potential Participation

Learning Goal: To recognize, understand, and be able to apply the social media performance potential through participation. Reading time: approx. 12 minutes Exercises: Exercises are in the PDF of all exercises of this course. Download it from here. Basics Social media differs from other media not least because of the…

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2.7 Social media performance potential Motivation

Learning Objective: To recognize the strategic importance of motivation in a social media strategy and be able to use it for strategy development. Content: This section provides a brief overview of motivation as it relates to social media performance potential. Due to the importance of motivation for the success of…

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2.8 Social media performance potential Social media channels

Learning Goal: Understand, appreciate, and be able to apply the impact of the individual performance potential of social media channels to a social media strategy. Reading time: approx. 35 minutes Exercises: Exercises are in the PDF of all exercises of this course. Download it from here. Definition, importance and role…

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2.9 Social media performance potential Social media resources

This section looks at social media resources – that is, the resources that social media itself provides and that are available to an organization as additional resources on social media. The section does not address the corporate resources required to use social media. Learning Goal: To recognize the resources that…

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