Basics Definition of social media potential We use social media performance potential for companies to refer to the benefits that the company can generate for itself from its social media use / its social media strategy – in other words, a potential. The corporate benefit from social media is the…
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2.1 Social media affinity
Basics The question “Can social media be used to achieve something in a particular market in principle?” should be largely answered by the social media affinity of the market. Definition Social media affinity is an element of the potential-based strategy model pbsm that shows whether social media can generally influence…
Continue Reading2.3.3 Social media performance potential Usage formats: social networks
Basics This section of the topic will give you a brief overview of social networks / social network platforms as systems. Definition Social networks are personal networks in which social media users establish and maintain their personal contacts – of a private and/or professional nature. Social networks can be run…
Continue Reading2.3.4 Social media performance potential usage format combinations
Basics performance potential usage format combinations The combination of different social media usage formats can be In both cases, the demands on social media management as well as on the technical and conceptual structure and its implementation are more demanding than for “unmixed” offerings. Combinations of social networks can exist…
Continue Reading2.4 Social media performance potential topics and subject areas
Definition performance potential topics In the potential-based strategy model, we understand performance potential topics to be content and structures that can be assigned to a common content center or a common top handle. Performance potential topics in pbsm can be Performance potential topics take place in different ways in different…
Continue Reading2.5 Social media performance potential User benefits
This section focuses on user benefits from and through social media and its importance to social media performance potential. In the potential-based strategy model, user benefit is a separate strategy component due to its importance for strategy development and success in social media. At the same time, user benefit is…
Continue Reading2.6 Social media performance potential Participation
Basics Social media differs from other media not least because of the more active role of users. Shared activities, shared exchanges, and shared content are typical examples of participation in a personal social network. The users themselves become media sources. Effects Different effects result from the participation of social media…
Continue Reading2.7 Social media performance potential Motivation
Basics Motivation activates social media users. Successful motivation to be active increases activity and active social media offers are more attractive to users than less active ones. Motivation could be resolved in different ways. What it has in common is that it should always be relevant to the recipient in…
Continue Reading2.8 Social media performance potential Social media channels
Definition, importance and role of social media channels in the potential-based strategy model. Definition We use the term social media channels to refer to our own and external channels that are part of the social media landscape or use social media functions in an environment. External social media channels are…
Continue Reading2.9 Social media performance potential Social media resources
Basics Definition of social media resources Social media resources are resources that can be used for a company and its activities through social media by the activity of social media users. Social media resources arise from the engagement and activity of social media users. Importance of social media resources The…
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