Women Wearing Grdle And Stockings

It's done when it's done. (Outline and sources inside)

And now it's done.

The work will be there after the correction in the blog as a PDF file (about the end of June). To get there in advance schonmal my breakdown:
online communities, community management and corporate communication -
A guide for practitioners

I. Contents

1.0 Introduction 1.1 Objectives and motivation to work
1.2 Methodology approach

2.0 Main part
2.1 What is a community?
2.1.1 Differentiation of the online community forms
2.1.2 For the definition of the terms social network and community

2.2.1 What is Community Management?
2.2.2 The professions Social Media and Community Management

2.3.1 benefits to businesses through the use of communities
2.3.2 measure success by listening to communities

02.04 Right - Social Media Monitoring

2.5 Before and disadvantages of centralized and decentralized communities

6.2 community platforms in detail
2.6.1 Facebook ((self-governing) decentralized Communtiy) ;
Twitter 2.6.2 (decentralized community platform)
2.6.3 Internet forums (central or local community platform)
2.6.4 weblogs (central or local community platform)
2.6.5 Wikis (centralized or decentralized community platform )
2.6.6 Idea "communities (central community platform)
2.6.7 Ratings communities (decentralized community platform)
2.6. 8 Interim Conclusion community platforms

07.02 motives of the user for community use

2.8.1 User types
2.8.2 Social development phases of users and communities

9.2 success Moderation

2.10 Assembly of a community

3.0 Final
3.1 Online communities, community management and corporate communication - A guide for practitioners
2.3 Conclusion

And a few sources: •

Aßmann Stefanie (2010): How do I respond to negative Criticism? In: Social Media Monitoring - The Blog (Weblog Entry of May 2, 2010). Available online at http://social-media-monitoring.blogspot.com/2010/05/wie-reagiere-ich-auf-negative-kritik_1341.html, checked on 23/05/2010.

• Back, Andrea; Gronau, Norbert; daughter's husband, Klaus (ed.) (2008): Web 2.0 in business practice. Bases, case studies and trends on the use of social software. Munich: Oldenbourg Wissenschaftsverlag GmbH

• Bartlett, Michael; Ivanovic, Ivan (2010): Netnography - finding the right balance between automated and manual research. In: Patrick Brauckmann (Eds.): Web-monitoring. Extraction and analysis of data on the communication behavior on the Internet. Constance: UVK-Verlag, 157-174.

• Bartle, Richard R. (2004): Designing Virtual Worlds. Berkeley: New Riders Publishing.

• Bauhuber, Florian (2009): How to use review sites. In: Tourism Future. Institute for e-tourism (Weblog entry of 15 June 2009). Available online at http://www.tourismuszukunft.de/2009/06/der-richtige-umgang-mit-bewertungsportalen/, checked on 18.05.2010.

• Bays, Hillary, Mowbray, Miranda (2001): Cookies, Gift-Giving and online communities. In: Werry, Chris; Mowbray, Miranda (2001): online communities. Commerce, Community Action, and the Virtual University. Upper Saddle River: Prentice-Hall: 47-70.

• Beck, Timo (2007): Web 2.0: User-Generated Content in Online Communities - A theoretical and empirical investigation of its determinants. Hamburg: Verlag Diplomica.

• Bentley, Sarah Raymond, Martin, Bennett, Neil (2007): MYSPACE 08: People. Content. Culture. Available online at http://creative.myspacecdn.com/de/advertising/sales/media/Studien/2008_MySpace-UK_MySpace% 2008.pdf, last checked on 17.05.2010.

• Berns, Stefan; Henningsen, Dirk (2009): The Twitter-factor. Communication to the point. Göttingen: business village.

• Brauckmann, Patrick (ed.) (2010): Web-monitoring. Extraction and analysis of data on the communication behavior on the Internet. Constance: UVK-Verlag.

• Bredl, Martin (2009a): The PR Manager is the Community Manager. In: Bredl blogging. Martin Bredl Tech Experiences (blog entry dated 23 July 2009). Available online at http://bredlbloggt.telekom.at/stories/3012/, checked on 23/05/2010.

• Bredl, Martin (2009b): The goal of community management. In: Bredl blogging. Martin Bredl Tech Experiences (blog entry dated 28 July 2009). Available online at http://bredlbloggt.telekom.at/stories/3036/, checked on 23/05/2010.

• Association of Community Management Association (BVCM) (2010): publication of the official definition of "community management". In: BVCM. Association of Community Management Association, 12 May 2010. Available online at http://www.bvcm.org/2010/05/veroffentlichung-der-offiziellen-definition-% E2% 80% 9Ecommunity management% E2% 80% 9C/comment-page-1 / # comment-224 , checked on 17.05.2010.

• Federal Association for Information Technology, Telecommunications and New Media (BITKOM) (2010): 30 million German are members of communities. In: BITKOM 14 March 2010. Available online at www.bitkom.org/de/presse/8477_62772.aspx, checked on 09.04.2010.

• Döring, Nicola (2003): Social Psychology of the Internet. The importance of the Internet for communication processes, identities, social relationships and groups. 2nd, completely revised and expanded edition. Göttingen: Hogrefe-Verlag.

• Donnelly, Michael (2010): Coke's "Fans First" approach in social communities. Paper presented at the conference istrategey2010, 9 February 2010. Available online at http://www.slideshare.net/iStrategy/coca-colas-social-media-strategy, checked on 17.05.2010.

• Dress, Carsten (2010): Basic Flashback: The demise of the forums - a myth or more? [Interview]. In: Basic Thinking Blog (Weblog Entry of May 23, 2010). Available online at http://www.basicthinking.de/blog/2010/02/28/basic-flashback-das-sterben-der-foren-eine-maer-oder-mehr-interview/, checked on 23/05/2010 .

• Dressler, Matthias (2010): health insurance marketing in online communities. A feasibility study on the example of StudiVZ. Wiesbaden: Gabler.

• Ebner, Michael (2008): Internet forums. Use - set up - run. Norderstedt: Books on Demand GmbH

• Eck, Klaus (2010): Transparent and credible. In: PR bloggers. The World of Corporate Communications (Weblog Entry of May 4, 2010). Available online at http://klauseck.typepad.com/prblogger/2010/05/transparent-und-glaubw% C3% BCrdig.html, checked on 23/05/2010.

• Egli, Alain; Gremaud, Tobias (2008): The Customer Revolution: Why do companies need to rethink. In: Kaul, Helge; Steinmann, Cary (ed.) (2008): Community Marketing. How companies create value in social networks. Stuttgart: Schäffer-Poeschel Verlag: 3-15.

• Evans, Mark (2009): 2010: The Year of the Community Manager. In: Sysomos Blog (Weblog entry of 28 December 2009). Available online at http://blog.sysomos.com/2009/12/28/2010-the-year-of-the-community-manager/, checked on 23/05/2010.

• Fank, Matthias (2008): WebKnow study 2008th Status quo of web monitoring in the enterprise. Available online at http://www.infospeed.de/data/WebKnow-Studie-2008.pdf, checked on the 24.05.2010.

• Fischer, Tim E. (2006): corporate communications and new media. The new medium of blogs and its relevance to the public-relations work. Munich: German Universitäts-Verlag/GWV publishers GmbH
• Gladwell, Malcolm (2002): Tipping Point. How Little Things Can Make a Big Difference. 2. Edition. Munich: Wilhelm Goldmann Verlag.

• Godard, Miriam; Ripanti, Marco (2008): online communities on the Web 2.0. That is how the interactive network construction, operation and marketing. Göttingen: business village.

• Häusler, Sascha (2007): Social networks on the Internet. Development, and potential forms of commercial use. Saarbrücken: Avm.

• Hagel, John Armstrong, Arthur G. (2006): Net Gain - Profit on the Net. Conquer markets with virtual communities. Translation from English by Dr. Margaret Popp. Heidelberg: Redline economy.

• Hamman, Robin B. (2001): Computer Networks Linking Network Communities. In: Werry, Chris; Mowbray, Miranda (2001): online communities. Commerce, Community Action, and the Virtual University. Upper Saddler River: Prentice-Hall: 71-95.

• Hinchcliffe, Dion (2008): Ten leading platforms for creating online communities. In: Enterprise Web 2.0 (blog entry dated 4 September 2008). Available online at http://blogs.zdnet.com/Hinchcliffe/?p=195, checked on 23/05/2010.

• Hohenstein, Andreas Wilbers, Karl (ed.) (2001 -): Handbuch E-Learning. Expertise from academia and practice. Köln: Dt. Service economy.

• Hummel, John (2005): Online Communities as a business model: An analysis of socio-economic perspective. Wiesbaden: German Universitäts-Verlag/GWV publishers GmbH

• Hutter, Thomas (2010): Facebook: Community Pages / official site? In: Blog on Social Media, Facebook, Twitter, online marketing (Weblog entry of 2 April 2010). Available online at http://www.thomashutter.com/index.php/2010/04/facebook-gemeinschaftsseiten-offizielle-seiten, checked on 18.05.2010.

• IKuM; profile workshop (ed.) (2010): Creating value. Social Media in B2B communication (working title). Darmstadt (in preparation, Long version).

• John, Michael Schmidt, Stephan Decker, Björn (2005): community management in companies with a wiki and weblog technologies. In: Meißner, Klaus Engel (2005): Virtual Organization and New Media 2005, Proceedings of the workshop GeNeMe. TU Dresden, 6./7.10.2005. Available online at: http://www.first.fraunhofer.de/owx_medien/pdf/2809_IuW-05_Geneme-050423a_format.pdf, checked on 17.05.2010.

• Kaul, Helge; Steinmann, Cary (ed.) (2008): Community Marketing. How companies create value in social networks. Stuttgart: Schäffer-Poeschel Verlag.

• Kim, Amy Jo (2000): Community Building on the Web. Berkeley: Peachpit Press.

• Klenk, Volker (2008): "Who wants to be transparent, this must be maintained even in difficult times." In: Transparenz.net, March 2008. Available online under www.transparenz.net/?cat=173, checked on 09.04.2010.

• Kollmann, Tobias (2009): e-business. Basics of electronic business processes in the Net Economy. 3rd, rev. and enlarged. Edition. Wiesbaden: Gabler.

• Long, Mirko (2010a): How do social media communications companies. Paper presented at the conference Infect 2010, 30 April 2010. Available online at http://blog.talkabout.de/2010/04/30/wenn-social-media-die-antwort-ist/, checked on 17.05.2010.

• Long, Mirko (2010b): Social Media Myth Buster: It requires no "dialogue" for successful social Media. In: talk about (blog entry dated 15 February 2010). Available online at http://blog.talkabout.de/2010/02/15/dialog/, checked on 18.05.2010.

• Long, Mirko (2010c): Social translated means Together - not dialogue. In: talk about (blog entry dated 29 April 2010) Available online at http://blog.talkabout.de/2010/04/29/sozial-heist-ubersetzt-gemeinsam-nicht-dialog/, checked on 18.05.2010. .

• Long, Mirko (2009): How to build on its own Twitter-interest community? In: talk about (blog entry dated 21 May 2009). Available online at http://blog.talkabout.de/2009/05/21/wie-baut-man-sich-eine-eigene-twitter-community-auf/, last checked on 18.05.2010.

• Long water, Daniel (2009): The year of the Community Manager. In: Community Management blog. Current topics and information on community management (Weblog entry of 31 December 2009). Available online at http://www.community-management.de/2009/12/2010-das-jahr-der-community-manager/, checked on 18.05.2010.

• Long water, Daniel (2008a): What is community management? In: Community Management blog. Current topics and information on community management (blog entry dated 30 May 2008). Available online at http://www.community-management.de/2008/05/was-ist-eigentlich-community-management/, checked 18.05.2010.

• Long water, Daniel (2008b): Symmetric vs.. Asymmetric community management. In: Community Management blog. Current topics and information on community management (blog entry dated 30 May 2008). Available online at http://www.community-management.de/2008/10/symmetrisches-vs-asymmetrisches-community-management/, checked on 18.05.2010.

• Lardinois, Frederic (2010): Study: Twitter Is Not A Very Social Network. In: ReadWriteWeb (Weblog entry of 11 May 2010). Available online at http://www.readwriteweb.com/archives/study_twitter_isnt_very_social.php?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed readwriteweb% 3A + +%% 2 28ReadWriteWeb, last reviewed on 23/05/2010.

• Levine, Rick, Locke, Christopher, Searls, Doc; Weinberger, David (2000): The Cluetrain Manifesto. 95 theses for the new enterprise culture in the digital age. From the American Ralf Vogel. Munich: Econ.

• Li, Charlene; Bernoff, Josh (2009a): Facebook, YouTube, Xing & Co. profits with Social Technologies. Munich: Carl Hanser Verlag.

• Li, Charlene; / Bernoff, Josh (2009b): Marketing in the Ground Well, Boston: Harvard Business School Press.

• Lischka, Konrad (2010): One in ten German is a member of Facebook. In: Spiegel Online, 03 May 2010. Available online at http://www.spiegel.de/netzwelt/web/0 1518,692592,00. Html, checked on 18.05.2010.

• Lying, Christian (2009): Success factors of internet communities: expert interviews, web analytics and Practice. Munich: Avm.

• Mark, Mark, Schaffert, Sandra (2010): Web Monitoring with free resources and tools for businesses. Example: Skiherstellerbranche. In: Patrick Brauckmann (Eds.): Web-monitoring. Extraction and analysis of data on the communication behavior on the Internet. Constance: UVK-Verlag: 195-209.

• Mehler, Alexander; Sutter, Tilmann (2008): An interactive text production in wiki-based Communication systems. In: Ansgar Zerfaß, Martin Welker, Jan Schmidt (2008): communication, participation and effects on the social web. Volume 1 Principles and Methods: From the society to the individual. Cologne: Halem Verlag: 267-300.

• Meißner, Klaus Engel (2005): Virtual Organization and New Media 2005th
Proceedings of the workshop GeNeMe. TU Dresden, 6./7.10.2005.

• Millington, Richard (2010a): Narrow Your Focus Membership. In: FeverBee - the online community guide. Practical advice for growing online communities (blog entry dated 29 March 2010). Available online at http://www.feverbee.com/2010/03/narrow-your-membership-focus.html, last reviewed on 23/05/2010.

• Millington, Richard (2010b): What Happens When You Pick Content Over community. In: FeverBee - the online community guide. Practical advice for growing online communities (blog entry dated 31 March 2010). Available online at http://www.feverbee.com/2010/03/what-happens-when-you-pick-content-over-community.html, checked on 23/05/2010.

• Mosel, Stephan (2009): Review sites use effectively as an entrepreneur. In: * Reviews Vibes (Weblog entry from 1 July 2009). Available online at http://de.blog.qype.com/2009/07/01/bewertungsportale-effektiv-als-unternehmer-nutzen/, checked on 18.05.2010.

• Mill Beck, Frank; Skibicki, Clement (2007a): Community Marketing Management. How online communities in the Internet age of Web 2.0 leads to success. Cologne: Books on Demand GmbH

• Mill Beck, Frank; Skibicki, Clement (2007b): Social Commerce sales channel. Blogs, Podcasts, Communities - How to make money with Web 2.0 Marketing, Cologne: Books on Demand GmbH

• Neubert, Mark (2010): Return of information. Monitoring is more than ROI and success measurement. In: Totterturm. PR, communication and more (blog entry dated 16 April 2010). Available online at http://totterturm.wordpress.com/2010/04/16/return-of-information-% e2% 80% 93-is-monitoring more-than-roi-and performance-measurement / last checked on 18.05.2010.

• Nielsen, Jakob (2006): Participation Inequality: Encouraging More Users to Contribute. In: useit.com: Jakob Nielsen's Web site, 9 October 2006. Available online at http://www.useit.com/alertbox/participation_inequality.html, checked on 17.05.2010.

• Owyang, Jeremiah (2008): Understanding the difference between Forums, Blogs, and Social Networks. In: Web Strategy (Weblog Entry of 28 January 2008). Available online at http://www.web-strategist.com/blog/2008/01/28/understanding-the-difference-between-forums-blogs-and-social-networks/, checked on 23/05/2010.

• Pfeiffer, Thomas (2010): 270,000 active-speaking German-use Twitter. In: Web Evangelist (blog entry of May 2, 2010). Available online at http://webevangelisten.de/twitter-nutzer-in-deutschland-oesterreich-schweiz/, checked on 23/05/2010.

• Pleil, Thomas (2010a): Web Monitoring: Communicating requires listening. In: Patrick Brauckmann (Ed.), Web Monitoring. Extraction and analysis of data on the communication behavior on the Internet. Constance: UVK-Verlag, 11-18.

• Pleil, Thomas (2010b): Online-PR for the lexicon. In: The text Depot (blog entry of April 7, 2010). Available online at http://thomaspleil.wordpress.com/2010/04/07/online-pr-furs-lexikon/, last reviewed on 23/05/2010.

• Pleil, Thomas (2010c): Greenpeace vs. Nestlé's continuation for PR textbook. In: The text Depot (blog entry dated 15 April 2010). Available online at http://thomaspleil.wordpress.com/2010/04/15/greenpeace-nestle-pr-lehrbuch/, checked on 23/05/2010.

• Ralea, Mark (2010a): Community Management 2010th Available online at http://eikyo.de/?file_id=3, checked on 09.04.2010.

• Ralea, Mark (2010b): NoNick Conference - Interim report. In: Eikyo (Weblog Entry of May 14, 2010). Available online at http://www.eikyo.de/2010/05/14/nonick-conference-zwischenbericht/, last checked on 23/05/2010

• Ray, Augie (2010): Seven Things Your Organization Must Do Because Of Social Media. In: Augie Ray's Blog (Weblog entry of 11 May 2010). Available online at http://blogs.forrester.com/augie_ray/10-05-11-seven_things_your_organization_must_do_because_social_media, checked on 23/05/2010

• Roskos, Matias (2010a): Miguel Helfrich, the inventor behind Tchibo-ideas, in Interview: Crowd sourcing concepts unfold their full effect if they are integrated into the marketing activities. In: Social Network Strategies (blog entry of March 19, 2010). Available online at http://www.socialnetworkstrategien.de/2010/03/miguel-helfrich-erfinder-tchibo-ideas-im-interview-crowdsourcing-konzepte/, last checked on 09/04/2010.

• Roskos, Matias (2010b): 10 reasons why Facebook is better than Twitter. In: Social Network Strategies (blog entry dated 22 March 2010). Available online at http://www.socialnetworkstrategien.de/2010/03/10-grunde-warum-facebook-besser-ist-als-twitter/, checked on 04.09.2010.

• Roskos, Matias (2010c): 10 reasons why Twitter is better than Facebook. In: Social Network Strategies (blog entry dated 24 March 2010). Available online at http://www.socialnetworkstrategien.de/2010/03/10-grunde-warum-twitter-besser-ist-als-facebook/, checked on 04.09.2010.

• Roskos, Matias (2010d): The effectiveness of social media. In: Social Network Strategies (blog entry dated 17 March 2010). Available online at http://www.socialnetworkstrategien.de/2010/03/die-effektivitat-von-social-media/, checked on 19.05.2010.

• Roskos, Matias (2008): communities and social networks - a differentiation of terms. In: Social Network Strategies (Weblog Entry of May 19, 2008). Available online at http://www.socialnetworkstrategien.de/2008/05/communitys-und-social-networks-% E2% 80% 93-a differentiation-the-conceptual /, checked on 19.05.2010.

• Schaffert, Sandra; Güntner, George; Lassnig, Markus; Wieden-Bishop, Diana (2010): Reputation and feedback on the Web. Applications and examples. Norderstedt: Salzburg Research Forschungsgesellschaft mbh

• Schaffert, Sandra; Wieden-Bishop, Diana (2009): Successful development of online communities. Concepts, scenarios and recommendations for action. Salzburg: Salzburg Research.

• Schindler, Marie Christine (2010b): Communication in Facebook: Fan or group? In: PR goes PR 2.0 (blog entry dated 10 March 2010). Available online at http://mcschindler.posterous.com/kommunikation-in-facebook-fanseite-oder-grupp / last checked on 18.05.2010

• Schindler, Marie Christine (2010a): Corporate Blogs? How often is enough. In: PR goes PR 2.0 (blog entry dated 17 March 2010). Available online at http://mcschindler.posterous.com/corporate-blogs-wie-oft-ist-genug, checked on 18.05.2010.

• Schmidt, Jan (2008): What's new on the social Web? Sociology and communication science basics. In: Ansgar Zerfaß, Martin Welker, Jan Schmidt (2008): communication, participation and effects on the social web. Volume 1 Principles and Methods: From the society to the individual. Cologne: Halem Verlag: 18-40.

• Schoberth, Thomas; scrap, Georg (2001): Virtual communities. In: Business computer science 43rd Wiesbaden: Vieweg-Verlag, 517th Available online at http://www.wiiw.de/publikationen/VirtualCommunities.pdf, checked on 17.05.2010.

• Seddon, Holly (2010): When does a moderator become a community manager? In: Spoke Digital (blog entry dated 6 April 2010). Available online at http://www.spokedigital.com/category/blog/, checked on the 24.05.2010.

• Seufert, Sabine; Moisseeva, Marina; Steinbeck, Reinhold (2001): Designing Virtual Communities. In: Hohenstein, Andreas Wilbers, Karl (ed.): Handbuch E-Learning. Expertise from academia and practice. Köln: Dt. Service economy. Available online at http://elearningreviews.org/seufert/docs/virtuelle-communities.pdf, last checked on 17.05.2010.

• Songür, Dirk (2010a): Manager profile. Available online at http://www.managerprofil.de/downloads/managerprofil01_april2010.pdf, checked on 21.05.2010.

• Songür, Dirk (2010b): Community Management 2010th In: The AUX input (blog entry dated 17 January 2010). Available online at http://dirk.songuer.de/2010/01/17/community-management-2010/, checked on 23/05/2010.

• Songür, Dirk (2009a): Lecture: What still is the community-platform? In: The AUX input (Weblog Entry of 27 August 2009). Available online at http://dirk.songuer.de/2009/08/27/vortrag-wozu-noch-eigene-community-plattformen/, last reviewed on 23/05/2010.

• Songür, Dirk (2009b): Why have a separate community platforms? In: The AUX input (Weblog entry posted on 05 August 2009). Available online at http://dirk.songuer.de/2009/08/05/wozu-noch-eigene-community-plattformen, checked on 23/05/2010.

• Sunday, Ralph; Kirchhofer, Tobias Rau, Anja (2007): Study: Success Factors of Online Communities. Available online at www.bvdw.org/fileadmin/downloads/marktzahlen/mafo_jump/HTW_BM_Studie-Communities_2007_DE.pdf, checked on 17.05.2010.

• St-Onge, Anik; Nantel, Jacques (2008): Are you connected? Portrait of the Virtual Connector in Social Cultural Communities. In: European Advances in Consumer Research. Volume 8 Available online at http://www.acrwebsite.org/volumes/eacr/vol8/eacr_vol8_110.pdf, checked on 17.05.2010.

• Swenson, Shannon (2008): The online community lifecycle. In: Shannon Swenson. Interactive Producer (blog entry dated 5 September 2008). Available online at http://shannonswenson.com/online-community-lifecycle/, checked on 23/05/2010.

• Wagner, Sarina (2009): online communities as a marketing tool. Thesis. Technical University of Ilmenau.

• Webster, Tom (2010): Twitter Usage in America: 2010. In: Edison Research. How you know, 29 April 2010. Available online at
http://www.edisonresearch.com/home/archives/2010/04/twitter_usage_in_america_2010_1.php, checked on 18.05.2010.

• Vineyard, Tamar (2010): Social Media Marketing. Strategies for Twitter, Facebook & Co.. Köln: O'Reilly Verlag GmbH & Co. KG.

• Weiss, Marcel (2009): With more individualism to a better Web. In: Netzwertig.com (Weblog Entry of 28 January 2009). Available online at http://netzwertig.com/2009/01/28/das-follower-prinzip-mit-mehr-individualismus-zum-besseren-web/, checked on the 24.05.2010.

• Werry, Chris; Mowbray, Miranda (2001): online communities. Commerce, Community Action, and the Virtual University. Upper Saddle River: Prentice-Hall.

• Wikipedia (2010a): Community. In: Wikipedia. Available online at http://de.wikipedia.org/wiki/Gemeinschaft, checked on 09.04.2010.

• Wikipedia (2010b): online community. In: Wikipedia. Available online at http://de.wikipedia.org/wiki/Online-Community, checked on 09.04.2010.

• Wikipedia (2010c): Troll. In: Wikipedia. Available online at http://de.wikipedia.org/wiki/Troll_ 28Netzkultur%% 29, checked on 09.04.2010.

• Wikipedia (2010d): Reed's Law. In: Wikipedia. Available online at http://en.wikipedia.org/wiki/Reed% 27s_law, checked on 09.04.2010.

• Wikipedia (2010e): Crowd Sourcing. In: Wikipedia. Available online at http://de.wikipedia.org/wiki/Crowdsourcing, checked on 22.05.2010.

• Wikipedia (2010f): Twitter. In: Wikipedia. Available online at http://de.wikipedia.org/wiki/Twitter, checked on 22.05.2010.

• Word of Mouth Marketing Association (2010): WOM one hundred and first In: womma.org. Available online at http://womma.org/wom101/3/, checked on 17.05.2010.
•
Zerfaß, Ansgar; Welker, Martin, Schmidt, Jan (2008): communication, participation and effects on the social web. Volume 1 Principles and Methods: From the society to the individual. Cologne: Halem Verlag.

• Zerfaß, Ansgar; van Ruler, Betteke; Rogojinaru, Adela; Vercic, Dejan; Hamrefors, Sven: European Communication Monitor 2007th Trends in Communication Management and Public Relations - Results and Implications. Available online at http://www.communicationmonitor.eu/ECM2007-Results.pdf, checked on 21.05.2010.

• Zimbardo, PG (1983): Psychology. 4. revised edition. Berlin Heidelberg: Springer - Verlag.
•
Zuber, Jörg; Geyer, Claudia; Mischo, Benjamin (2007): hot drinks. Report on communication in Internet forums. Munich: Opium Effect GmbH

Htr-6030 Optical No Sound

Talking to: Daniel Lang water 2. Chairman BVCM, an independent consultant for community managers

Daniel Lang water is a little bit, "Mr. Community Manager "in person. Back in 1997 (at the tender age of 17) he called his first community Akt.de to life. In addition, he makes the Community Association Management Association deserves as vice chairman. The organization of the month in Frankfurt held Community Manager-Stammtisch he took over.
On his blog
community Management.de , Facebook on Twitter and he writes regularly on topics dealing with communities and community management. In addition, he has for some years as an independent consultant active and offers its customers assistance around the design, installation and support of communities. Periodically, he also gives seminars on community management.

Matthias Bastian Daniel, thank you for this interview. My standard repertoire of questions I save my input on this Point since most of them do you have answered at length in your weblog. My first question to you is therefore: you Differenzierst different types of communities? If so, what?

Daniel Lang water I have to thank!
Regarding the question: A clear typology I use personally. During a seminar on the future academy, we have tried to distinguish the various communities on the degree of commitment of members to the platform and the opportunities for interaction / participation (Enhancement). The concept is mature but not yet. Otherwise I take the view from the perspective of community management, that is, if I agiere centralized or decentralized, and a distinction based on the technology and of course the platforms themselves

Matthias Bastian Where do you see the advantages and disadvantages of a central community platform compared to a decentralized platform?

Daniel Lang water With a central solution, ie its own platform, the investment in the technology later. For that I am relatively freely in the possible functions and can define the rules for the community to their own taste. In a distributed solution (for example, a Facebook page) I can save the investment in the technology and have the advantage that the members do not register separately and thus maintain another profile need. In return, I bind myself but to a particular provider and can only act with the community in the frame, as it allows the operator of the distributed platform. What is the appropriate solution can be decided only on an individual basis.

Matthias Bastian Do you think that distributed platforms, especially because of Facebook, central communities could eventually run the place (or have already done)?

Daniel Lang water Both forms will continue to have your permission. Even if just Facebook is gaining in importance as a comprehensive community network, there will always be issues that are not within the large Platforms can be mapped. Whether it is eg for technical reasons (lack of features) or for legal reasons. With the latest developments of Facebook is also clear that even the major networks can serve as a hub / link for "special interest" deals, and probably will.

Matthias Bastian Facebook, Twitter, forums - any platform inevitably brings its own rules of communication with them?

Daniel Lang water Basically yes. Alone is limited by the available space (character, functions), the topic of discussion, the relevant persons and binding to the platform (eng vs. Locker).
To remain with the aforementioned examples:
In Facebook I see defined groups, like my friends, communication is often more private character and I know the people most personally, my commitment to the Group is also close.

On Twitter, however I am writing to potentially the whole world, but at least my followers. Here I'm usually a mixture of private content and business topics. The communication is direct and sometimes a little reminiscent of Broadcasting. The bond within the Twitter "community" is usually rather loose.

forums are quite flexible in every respect - they can produce both close and loose bonds (and have many anonymous reader), provide space for short texts, but are mostly used for long questions and discussions. Thematically, there are all priorities in terms of both the private and business sectors. However, it has in a forum usually a "technical issue" which is defined and shaped according to the communication.

Matthias Bastian In this context - what you think of the concept of community hubs, such as that described by Dirk Songür in his blog ?

Daniel Lang water Dirks comments on this topic I follow with tension and bring the concept even closer to its first customer. Here I see a lot of development potential for the next few years. The Internet offers are not always become successful (Yahoo, Google, Facebook), if they have managed to prepare the flood of information useful and accessible. It is at this point we are just in the communities, the idea of hubs is exactly the right time. To fit all the interfaces and functions, it will still take some time.

Matthias Bastian You have a lot of experience in community management, also in the operational area - what do you think of how much control should be practiced on a community? How to keep the best balance between censorship problematic and possible loss of control?

Daniel Lang water My recommendation is always to establish a clear framework of what the community is allowed and encouraged. Are there any violations of the rules can be invoked as a community manager then specifically to this policy. So very not only the suspicion of censorship comes up and the members know clearly where they stand.

Matthias Bastian In many communities, especially in discussion forums are the anonymous user on the road - do you think that this anonymity also affects the behavior of users?

Daniel Long Water: I think the problem is less anonymity, but rather the aspect that is the opposite not in the eye must see - especially in heated debates. Face to Face would turn out one way or another you certainly less clear.

Matthias Bastian In this context: How important is it that within a community, the users are ways to "socialize" to strengthen the cohesion? For example, in an off topic area.

Daniel Lang water needs There is no separate section in my view, this also works very well in technical subjects. One has only to longer discussions follow in a forum and is easy to see how the "socialization" is integrated into the discussion. The Off topic area is more likely to bring some more structure in a panel discussion and to create a storage space for non-technical issues.

Matthias Bastian Do you think that communities can exercise a kind of transparency, pressure on companies?

Daniel Lang water Yes. Especially if I run as a separate company or community have been active in social media, I signaled to the customer my openness to dialogue. This creates near. This is close to it but to endure it. This also means that I am closer to the customer also approach to the company and let such as faults.

Matthias Bastian Is it possible to be active as an official company representative in a community and still regarded by the community as a valuable member to be?

Daniel Lang water clear yes. It is indeed frowned upon, but usually receives the chance to act as a human being. Openness and honesty should be the top priority here, but in order to instil in general to acquire first.

Matthias Bastian How you act when you realize that the discussion proceeds unhappy or out of control - how can you keep the damage as small as possible?

Daniel Lang water What is a negative history? It is in the operational community management is not about winning or the members to prove it. If there is legitimate criticism, you should be open to a problem or an error made. If the discussion beyond the factual level (insults, etc.) out, should be converted as quickly as possible from the public space in a 1 to 1 situation (eg e-mail). There you can try to get the member back to a rational level.

Matthias Bastian This probably means that as a community manager and the dialogue with disaffected Customers should look for or in the case of an inferior product?

Daniel Lang water straight line with the dissatisfied customers should seek dialogue. For two reasons: first
One must realize why the customer is dissatisfied - the only way I can give him support. 2. As a company, I must demonstrate my clients that I take seriously - and address their problems and recognize them. In
inferior products can, if you have the backing of companies to talk openly about the problem and offer possible solutions to the problem.

Matthias Bastian How do I best deal with criticism from the community?

Daniel Lang water I see criticism as something negative, but always as an opportunity to learn from it. As long as the proceeds objectively, one can deal in a forthright manner and determine the motives of the user. Sensitivity is of course required - strong word-members need an extra dose of attention, but could develop into strong advocates, if one takes their problem.

Matthias Bastian And what do I do with trolls?

Daniel Long Water: A strongly criticizing Santander user is far from being a troll. Trolls contribute anything meaningful to talk, disrupt the community service and are thus ruled out after the first violation.

Matthias Bastian The other rule-breakers right after I send?

Daniel Lang water No, not directly, as one proceeds on the best stages.
Step 1: Notice that was against the rules to comply with the request.
Step 2: For further infringement - notice and final warning that threatens to block in repeated misconduct.
Step 3: Depending on the seriousness of the offense and the rules of the community either temporary suspension or cancellation of the account.

Matthias Bastian Daniel, you probably already quite by the way, the term "Web 2.0" to know. Do you want to fit a kind of cultural communities is present in 2.0? If so, which is distinguished from them?

Daniel Lang water I do not think there is a culture 2.0. In communities in my view be lived no real new values, but extended the off-line life in the online world. With all the positive and negative aspects. The often cited example of openness, for example, reveal private details, I do not see a cultural change. I see a change in principle but in the openness of communication.

Matthias Bastian more openness in communication can also be more Mean risk. Keywords: Party Pictures.

Daniel Lang water The willingness to disclose private details supposedly increases do not necessarily - but the circle of those I accept in my "private life", is growing. make images for each party is open to the public, media literacy, in my view no culture 2.0, but simply lack.

Matthias Bastian Do you use a user typology such as the Bartle model?

Daniel Long Water: Within of advised communities there is no official typology and related communications regulations. The presenters bring relevant experience notice to, and very quickly how to deal with a member. Regimens may be useful for very large communities with little experience or moderators background, but they also always the risk that you think too much in drawers and does not for the individual. Especially since almost no Member shall only conduct a user type, for example, can also depend very much on the form on the day or the occasion.

Matthias Bastian What are the key success factors in building a new community?

Daniel Lang water The benefits for future members must be clear from the start. I will only be able to establish a successful community, if a) there is a need and I b) may offer potential members a real added value compared to their current situation. Example, dog owners: There have always exchange between dog owners, whether to go for a walk or organized in associations. Dog communities access to precisely these aspects and facilitate the members to communicate - Photos are exchanged, there are tips on nutrition and organized meetings. The added value is crucial!

Matthias Bastian The added value of the user that is in the community - and what keeps them there?

Daniel Lang water also added value. Care must be taken to maintain that the added value remains. Sounds trite as it is, but ultimately it is just that. The added value is something very individual that can be valued, it can also be monetary aspects. Disappearance of added value disappears, and the member.

Matthias Bastian community management plays a major role in direct customer communication over the Internet. In your blog you prophezeist this profession a good future. Do you think the community managers have held in the future a more important role than, for example, good contacts with journalists? These get their information so to some extent already in communities.

Daniel Lang water also the Community Manager of lives ultimately his contacts. At the strategic level of service industries, or to other community managers within the company. At the operational level to the members and moderators. I do not believe that community management will replace traditional PR, is more likely there will be a supplement. There will also be in five or ten years for a company to be important to have good contacts with the writer's guild to have - be it traditional journalists or bloggers. But it adds a new level, the fact that communication directly with the customer without going through the mass media.

Matthias Bastian Finally, a question that appeals to your experience - had you ever even correct Difficulties, good management to operate in a community?

Daniel Lang water It becomes difficult whenever the conditions for community management are not appropriate. With a previous employer, the structures were not set up to communicate directly with customers. It started with the concerns of the Legal Department (keyword Forums liability) and has meant that the community team could not officially on the forums to view the content does not "own" to do. Also, the council had its reservations in relation to working hours: community management can not just take place from Monday to Friday 8 bis 18 clock but the clock must be the community to adapt.

Matthias Bastian Daniel, thank you for your time - and a lot of interesting answers!

Used Go Karts Calgary

Maslow

The literature is quite often referred to Maslow's hierarchy of needs, when it comes to identify basic human needs for the use of a community. For this reason I once crafted a pyramid specifically for community managers.

After Maslow the innate human needs in a hierarchy of priority are arranged. Are the needs one stage satisfied, have different needs at the next level priority. If, for example, physiological needs like hunger and thirst are satisfied, does the next stage of their belonging to the need, namely the need for security to the forefront and demands satisfaction. Then the series followed by the need for belonging and love, for esteem and for personal fulfillment. At the top of the hierarchy of needs, the need for transcendence stands as the sixth stage. This highest level is to represent, according to Maslow's need of man for the last and most attainable, a need that on Self-realization goes, namely the search for a lie even beyond the individual being human identity (for example, the search for God).

Since the basic needs of the basic physiological needs and physical security in industrialized countries, in most cases are met, proceed to the next stage to the satisfaction of social behavior. Online communities can look Maslow pyramid meet at least two of the five basic needs (affiliation, appreciation) - in principle, is the fulfillment of the need for self-fulfillment in online communities are not excluded. An expert status in an Internet forum be reached, or a well-known, respected bloggers in the blogosphere to be, brings social acceptance and is therefore possibly also the self-realization.

for the community manager, it is important to take into account these social factors. Both in the design (for example, by reputation systems, "received" through which the user can recognize) and in the operational area (listening IS a form of appreciation!).

Soft Reset For Shiny Eevee

Talking to: Dirk Songür, Neue Digitale / Razorfish - Part 2

Part 2 of the interview with Dirk Songür of Neue Digitale / Razorfish . Part 1 is here, it .

Matthias Bastian Dirk, wb! ;)
How differenzierst the social media and the community manager?

Dirk Songür: I think the difference is "control." The control of the community platform. If discipline can enforce the company's own communication rules, or user, it is community management. Social Media Manager, however, are more likely to move platforms on which they can not exercise any administrative control, such as Twitter. In social media management is more about the influence of opinions, so the users can not "dictate administrative".

Matthias: influence - the community manager tried yet, too?

Dirk: He added, however, much more control over culture and tone of the dialogue. I have more direct impact on the community. Social Media Manager, for example, troll attacks are delivered relatively helpless. You can only try to communicate to find a solution. That does not mean that the community manager should continually exert administrative control. He must also give the community freedoms so that they can develop.

Matthias: And what about self-administered areas in remote communities, such as a Facebook fan page? Since you have at least some control - is the community or social media management?

Dirk: It comes down to how much control is actually present. For example, Facebook: My area is very small. Users have the option to leave the area very easily and still talk on the same platform over me. Just one click - and the user can talk about the company, without being subject to control.

Matthias: Do you think that you can assign more community management of the PR, so a dialogue-oriented, while the social media management tends more towards marketing - with a focus on the dissemination of push messages?

Dirk: I would not go so far as to deny the social and media manager dialog. It's definitely more at Buzz, yes. But over time so Buzz is only successful if the user will be picked up also. It is not without support. And this task is in turn the community manager. Social media management and community management are married. They work hand in hand. A Social Media Manager is a half community manager and a community manager, half a Social Media Manager. But it could not do the job of the other.

Matthias: Why?

Dirk: The Social Media Manager is more of marketing-oriented direction. It aim is to influence people to steer it, just classic marketing psychology. When it comes to community management commitment, dialogue, long-term relationships.

Matthias: then does the analogy with PR and marketing so relatively well.

Dirk: Yes . That hits surprisingly well. However, both the social web to learn - PR has perhaps relied too heavily on PR and marketing to communication without feedback channel.

Matthias: Do you think it is necessary or possible to differentiate within a community different user types?

Dirk: necessary and in any case. There are groups and Sub-groups, ie types of people. And as this is another act a crucial question. Maybe a group is bad for another. Or it may be possible to achieve a positive effect when it attracts a certain type of people on the community platform.

Matthias: How can we differentiate these user types, times from a troll?

Dirk: This is inherently difficult, there are different models. It's about psychology, group dynamics and many other things. I prefer the typology of Bartle from the gaming area. From an empirical survey out he has identified four types of users. Killer, so the other people do nerves. Achiever who are interested in a certain status are gaining. Then, the Explorer, which are the ones who are less interested in the game itself but rather on the complete system. And then there are Socializer - which does not care who only talk to each other. And this typology can be applied to other community platforms. Trolls such as the killer.

Matthias: Can these guys for always as clearly differentiated from one another?

Dirk: No, these are rare and usually extreme hybrids. In addition, yes it is also possible that a user goes through a development within a community. He begins as Killer and ends on a Socializer, for example.

Matthias: And how does this affect user types against each other?

Dirk: For example: Does a community many killer, there is less Socializer. This can be well demonstrated on existing communities - in the 4chan community (be aware: explicit content) example, I have less people who want to just chat nice. If I have a lot of people who want to chat just look good, it is again quite attractive for Killer, who just want to disturb these people happy. There are certain dynamics. Therefore, the Bartle-system is so good - it can be on a basic level much room for interpretation.

Matthias: And where do you see the opinion leaders in this typology?

Dirk: This is the Achiever. Someone who has achieved a lot, is always credible. And credibility is distinguished from the opinion leaders.

Matthias: How can a company influence on the composition of the user community? Sure, trolls can be off.

Dirk: If one needs to lock, you have probably already done something wrong - it is more about a platform to build so that it is not attractive for the users that you do not want to have in the community. For example: In SchülerVZ get there only to purely invitation. The killers, it makes it very difficult to become a member, for who is considered an annoying guy who will not even invited. Way there is a certain amount of social control.

Matthias: And beyond?

Dirk: There are also rules of design. I can generally take on color or design the exterior of a community very much influence. With a "calming platform" in terms of layout and design, for example, you could attract more Socializer.

Matthias: So one should consider in advance which user types one for the success of their own platform needs?

Dirk: And then accordingly design the platform, exactly.

Matthias: But as a company, I would like so, for example, the platform must be available to everyone, then what is?

Dirk: There are also communities that are easily accessible, but then restrict the entry into the community to communicate. XING it is easy to clean, but you can not write to everyone there and spamming. There is a certain threshold - these are mechanisms that allow the user to unfold to some degree, but it bothers anyone else. The privacy rules on Facebook are such mechanisms.

Matthias: But if I want to keep things simple, how close such as in an Internet forum where users from the beginning to each other - then it becomes more difficult, or not?

Dirk: Again, there are mechanisms. For example, a score counter for the number of posts, the favored opinion makers or Achiever. Or a percentage display of XING as described in detail the profile was filled out - this is also a great indicator of how seriously the user a platform.

Matthias: But a troll can be annoying with all his most posting on an Internet forum has the people. How can you prevent it?

Dirk: Well, if he does enough already, beautiful. It's more about permanently keep unwanted elements. Conversely, if I want to encourage Socializer, so people who are only to communications made, then the community will also be designed accordingly. Perhaps it is not important that you prefer the Mass also will, but you want to uphold a certain quality - as one must then define what quality means for the platform. For example, the user could even rate how nice to find other users. Since then enjoy the Socializer

Matthias. This is strongly in the direction Self-control by the community.

Dirk: These are all mechanisms to promote a community that certain types and that certain behavior. I can, for example, especially when it comes to killer or trolls, look for a certain language and technical concepts to monitor the choice of words. In a community for young people has, for example, normally a different vocabulary, so that maybe the 40th, which should not gonna wind up there, can filter out on certain key words. There are a whole range of tools that can be employed so as to encourage certain behavior or the Platform for unwanted groups less attractive. You will never be able to control completely, but it's about a bit to lead.

Matthias: about behavior control: what do you think because of reputation systems? For example, if presenters give to deserving users higher ranks, as in an internet forum.

Dirk: Basically, it is important that the person who gives the reputation that has a certain credibility. If I give away or sell ranks, they have no value. If you recruited as an operator of a platform presenters from the community, then one must make sure that the remain credible.

Matthias: And if the user's reputation, "give" each other?

Dirk: Then we need to make sure that this system is driven with no advantage of you, for example through bots. The system must remain credible and thus maintain its real value.

Matthias: What makes up for a social network?

Dirk: There is a kind of meta-community platform, on which spontaneously or can specifically establish communities. There you can create a community, can join the people who have the same emotional attachment to the topic.

Matthias: And what is up for a community platform, does not belong to a social network?

Dirk: a pure community platform is always tied to a theme. But even that is limited in a forum such as one can have several themes. Then there is the definition again difficult.

Matthias: Wherever the community platform may be now - you should see it in every case. This is not an easy task because to be flooded by the large amount of user-generated content companies with quasi Information.

Dirk: Yes, it is a difficult task. to monitor his own community platform is already not easy, but if trying to involve all, it is still more complex. I believe that many companies are not able to afford the self and rely on external providers must. Or at least it would not be economical because it would come to invest too much to go where the service providers already are. It is not enough simply to sit only an intern, searched Google and works through feeds and blogs.

Matthias: Rather, what needs to be done?

Dirk: You have a certain broad spectrum and a strategic cover. You need to decide where to look for it. And as you look at what exactly - and how does one prove that, what you see there, actually relevant. There are also other factors, such as the cultural characteristics of communication in a community. "This product sucks" for example, is not necessarily involve negative - when it comes to vacuum cleaners. You have to set the content that is found in a context in order to get a meaningful evaluation. But exactly what is important, as only can be shown that communities are actually relevant for companies.

Matthias: How can you make a good qualitative analysis of user-generated content on its feet? Is it all in software?

Dirk: Qualitative analysis is always to To a certain extent, human control. The automated evaluation is now not bad - it can even recognize context. For example, irony. A certain ability to abstract is available. However, the error rate is still too high, therefore, is for a complete qualitative analysis still requires manpower.

Matthias: So it makes sense to use software to create an analysis that goes into the width - about ways of communication courses and target groups to recognize.

Dirk: And these results can be interpreted qualitatively, yes. In social media monitoring simply go to the analysis of many more manual Working stuck. This analysis can not be done automatically.

Matthias: You know, the concept of "Idea-communities" (eg Idea Storm Dell ) - this is a concept that monitoring can help to some degree, because customers in a community "lures" are structured so that the contents of which are otherwise difficult out looking at other communities would have to directly delivers the company?

Dirk: clear, since it no longer has the huge burden of manual analysis. But these communities are limited, of course, on the product and innovation management. As otherwise, people talk about the company that you get there with not.

Matthias: OpenID and related technologies - this is an important topic in the future of the community management?

Dirk: Yes . About these technologies, we have directly a potential userbase. If, for example, "Facebook Connect" starts, can log on to another Facebook user community platform with Facebook user data. In addition, it saves the operator some legal responsibilities.

Matthias: And what about the user data? The completed profile? They've got a value for companies.

Dirk: I do not think . What companies are really interested, not the e-mail addresses for a little advertising, but the relevant "special interest" information.

Matthias: But how do you get when people do not fill out the profile that the company purports to them, but rather to bring the of Facebook?

Dirk: The company 'm going to retrieve additional profile information.

Matthias: But what is the probability that a user fills it when it is not at login "forced" to be?

Dirk: The test would be an interesting question. Apart from that, but you can also for instance on "Facebook Connect" still get a share to access the user data.

Matthias: Super Dirk, thanks for the detailed interview! Now we are through.

Dirk: The have told you before.

Matthias: This time I mean it, but Sun :)

Actresses With Green Eyes And Black Hair

Talking to: Dirk Songür, Neue Digitale / Razorfish - Part 1

Dirk Songür is technical project manager at Neue Digitale / Razorfish in Frankfurt. His affinity for online media is high - what a cruel Fate is there a "ü" to have the last name. On Twitter, there are therefore as it @ DirkSonguer and his weblog, in which he regularly writes about communities and community management, listen to dirk.songuer.de . Of particular interest is its publication "Profile Manager" - in a kind of professional self-finding trip, he writes about what community management is out of his sight. And in the end he finds out: "Hey, I'm strategic community manager" enough reason for me to him in a net cafe in Darmstadt (in an ok , lied to take) and to lead a good discussion. And is Part 1 of this interview is now available to read along:

Matt: thank Dirk, that you are prepared to do me a few questions to answer. In your publication "Profile Manager" you have made a separation between operational and strategic elements in the community management. bound Do you think that the distribution of these elements, in particular the size of the company?

Dirk: Yes, definitely. However, I think the strategic community manager for a "Phantom". I do not think it exists in fact - but I know that there is someone gives this role. And called the project or product manager. The title of "strategic community manager" is not needed anymore.

Matthias: And the operative community manager?

Dirk: I think this mostly from the Board Chair a little "growing out" - about the time he assumes more responsibility for the community platform. He is a kind of "super moderator".


Matthias: What is the relationship between operational and strategic community manager? You should certainly work closely together.

Dirk: Yes, definitely. The job of the operational community manager, it is also to identify trends in the community and to be recorded. He must know how to use the user interactivity of the community platform. And not just from the numbers in the analysis, but also from the feeling. Example, there are certain dynamics and trends within the community. He needs the community platform to assess both quantitatively and qualitatively. The information he provides the strategic community manager available - and on this basis, decisions can be made.

Matthias: So a super-moderator and a project manager who work together?

Dirk: Exactly. The community manager is operating close to the user and communicates directly with him. The strategic community manager is a role in which he is not even close to the user. And ideally, these two manager types work hand in hand.

Matthias: This results but also other requirements for the qualifications of a strategic community manager?

Dirk: Yes . The strategic community manager must be versed in project management, even in team management. He has the responsibility that the product plan is implemented properly, the desired quality.

Matthias: And he shall ensure that the operational community manager does his job properly?

Dirk: Exactly. But in small and some medium-sized companies, it is usually only provide a community manager. Then this must be both strategic and operational. It could come from the marketing or PR department.

Matthias: Has for a public relations department at all the necessary "skills" for the community management?

Dirk: Yes, I think so. Community management is a form of public relations - and the area is the responsibility of public relations. Nowhere is that PR is the only this should make a public relations department. But community management can be just as good at marketing or CRM be suspended. This is ultimately not so important - what matters is that a community manager is available so that the platform is actually successful.

Matthias: Is there community management in operating the basic rules that must be considered?

Dirk: Yes, the rules of the platform. The communication rules, the etiquette of the platform. The community management must keep to its own rules, it has previously set up hopefully. In addition, it is said often: "Be honest and then it'll work."

Matthias: Do you think that's true? Or is it more the fear of what might happen when one is dishonest, and it flies open?

Dirk: Exactly. The saying should read more "is not dishonest." You tell it's not everything. But certainly you should not tell a falsehood that could then fall back to the company - especially not if you can prove the company that it knew the moment that it is untrue. Is this the "worst case" would be.

Matthias: And if you are honest, but still results in a negative mood?

Dirk: If someone in Sound assaults and violates the platform guidelines, then you can rebuke that person, of course. If, however, said factual "that's a bad product" - then that's perfectly ok. Not every product is something for everyone. One should therefore keep the conversation to a sober level.

Matthias: So one should de-escalate by honesty?

Dirk: It depends. In truly defective products that could, for example, draw a recall being taken, the company is under pressure. Since then starts the computation of. But as a company one should always think of his reputation.

Matthias: Can we improve its reputation for "social media"?

Dirk: You certainly can not suddenly sell social media as a bad product good product. Quite the contrary. If the product is not good and the company was not behind it, then the dialogue with a community will not help. Sure, you can deduct the usual marketing or PR talk.

Matthias: But that makes the user more than even angrier.

Dirk: Exactly. This is not at all effective.

Matthias: Do you think communities a kind of "transparency pressure" on companies ? Exercise

Dirk: I would not call it transparency dialogue but pressure. Through discussions in communities, a company can be forced to communicate in dialogue in order to justify, for example. As it is transparent but it really needs to occur is another question.

Matthias: So there are situations in which a company should avoid more communities?

Dirk: particular, if the offer is true, one should avoid the dialogue earlier.

Matthias: Speaking of good and bad products - how can you measure the success of a community platform?

Dirk: It's easy. The company intends to enter into dialogue, making a business plan and in this business plan objectives are defined. The measure is what you need, whether those objectives have been met - yes or no.

Matthias: But what about the monetary measurability, the ROI?

Dirk: The question is, what the company wants to achieve with the dialogue. Basically, a company interested only return. This means in the case, it sold more. That is measurable. Or it loses fewer customers. It is measurable. The problem is - how can you attribute this success to the community platform and probably simultaneously held other marketing or PR activities.

Matthias: And how do I solve this problem?

Dirk: One can perhaps not be solved definitively, but with high probability. It is important that you clean in the analysis works and tries to selectivity to other areas related to that could have acted in the same period to the ROI.

Matthias: But this is a problem that I'm equally in marketing or public relations.

Dirk: clear. I'm booking a TV ad, powder lot of money in - and then? Digital marketing is better analyzed - success can be demonstrated in most cases. This also applies to Communities. It has user numbers, clicks, and various other performance indicators.

Matthias: This works well for example in the support area. The hotline has fewer calls to help each other since the users in the forum. The company could save costs - and figure out exactly how much. Similar works in market research, if the information is transferred from the user and must not be obtained separately. In the area of cost savings appears to be a very good measurability monetary variables to be given.

Dirk: Yes . Also, online reviews play a role there. How quickly people buy a product? Previously, it was - you wait until someone from the circle and appeared to be the first magazine to test the product. This process speeds up dramatically due to online reviews.

Matthias: Changing the subject: Central Community platforms - do you think in the age of Facebook and this make any sense?

Dirk: The company should at least question more, if it really needs its own community platform. That does not mean that they can be completely replaced. Particularly in the premium area, for example, I would not offer any Facebook page. Anyone who buys an expensive car, is not satisfied with a Facebook Page. He needs something special and exclusive, so it feels good hands - suitable for the product he has purchased.

Matthias: But exclusivity is so much more the exception, or not?

Dirk: One should always ask whether the expense is justified is the community-platform is set up - or whether it is enough to integrate with an existing community platform. I think that threshold continues going down. In other words, the exclusivity that a community must achieve in order to justify the effort increases, more and more.

Matthias: exist all the more their own community platforms, the more difficult It gets them to place well.

Dirk: Right. But they will never die - especially in the B2B sector. Or if you need a high level of privacy in a community.

Matthias: The corporate communications is changing by the "Social Web", a classic pure marketing or public relations are no longer the only means to connect with the target groups in contact. Direct contact is even almost a unique feature of the online corporate communications. Also in view of the ailing newspaper and magazine market - what do you think how the profession will develop community management in the future? Win it continues to relevance?

Dirk: , journalism is a question of trust. People say that when three friends say what to whom you trust, then this is as good as if it's in the paper XY. This is a nice idea, but it does not work. There is a reason why people have a purely psychological, role models. A doctor in a white coat is more trustworthy than one who is wearing no.

Matthias: does that mean?

Dirk: This means that the prestige of great publications remains significantly higher than the opinions of friends or communities. In the best case there is a combination of both - the trusted journalist writes something, the community agrees. The point is that newspapers and their online versions simply have a tremendously high level of credibility. A lot of people believe that what is in the FIG.

Matthias: fall But the reaches of the magazine market. Communities are not necessarily by taking a more important role in opinion formation process?

Dirk: It is balanced, sure. But that brings me to another point: What is a journalist? A blogger with a high number of readers, even if it is not recognized as a "journalist" is, ultimately, especially in the "special interest" segment, someone on the mailing list of a PR agency heard. This also applies to someone who is a Twitter profile with 10,000 "followers" have. I think the circle of those who are dubbed as a "journalist" - who will prosper.

Matthias: And then there is again community management ...

Dirk: thought should talk a community manager with these people, there are great multipliers. Once you integrate into your community, such user, of course, get their "followers" with almost automatic. Since there is again a question of credibility - if the person I regard as credible, tells me, that's good - well, then I look it to me at least at times.

Matthias: I ask now consciously provocative: If you approach in communities because of the pure mass of opinion is not much more objectivity than it can provide a journalist? The journalist writes "The device is quiet" - in communities, the decibel numbers are measured.

Dirk: Yes - but is for information seekers it a question of effort. He has to find the right community, sign up there, must find out whether they can trust ...

Matthias: The requires much time.

Dirk: And the take is often not in a purchase decision. Unless you buy a car and employs over several months with the topic. But if you need something quickly and directly, then they rely on the credibility of journalism.

Matthias: clear. But there is a strong statement to say, the higher the value of the product, the higher the probability that one looks in communities for opinions.

Dirk: Yes, but at a higher value is allowed more time. And accordingly collect more opinions.

Matthias: Dirk, we come to a new subject: What in your view, the most important aspects in building a community platform?

Dirk: If it is a platform for a company, then the most important premise that it meets the business objectives of the company. It is not about "hip" or "trendy" to be or "super integrated Web 2.0" to offer. The point is that the company will realize what it takes to sell a product and believe you to. This requires knowledge about its products and its target group.

Matthias: So you have to bring the needs of businesses and target group as well together?

Dirk: You should consider how the target group will reach you, a good experience can offer - based on the needs of the business, it poses to the community platform.

Matthias: What do you think of basic tips for community-building "start small" like or that you give the community over time has the possibility to manage up to a certain degree of self?

Dirk: That depends on the company. A company like Microsoft can not start a small community that is always immediately great.

Matthias: This is of course correct. But "start small" can be, for example on the number of features or communication channels . Belong You try to create a basis on which the community can then be developed together with users on.

Dirk: This is a very good approach. analyze pilot Printen, optimize. But sometimes that just is not working well. Generic advice is certainly not wrong, but ultimately the solution must always be tailored to the company.

Matthias: Do you have other basic tips that one should take into account possible in the design?

Dirk: If there exists something that meets your requirements already, then build something new. Not everyone desperately needs his own thing, even though it may be the first impulse. You should also pay attention to where the target moves in the network.

Matthias: What do you think of it that people in communities, for example, are users in an off-topic area, the possibility "next" to "socialize" the real issue?

Dirk: It should be ways to get to know each other or closer. But it does not necessarily happen on the platform itself. For example, one could in a very exclusive platform can offer XING-profile exchange. But there's not a must. It is also on the objectives, the company with the community pursued.

Matthias: Do you think it is important for the community manager is to be privately accessible, to be accepted by the community so "as a man"?

Dirk. This can have a positive impact on the credibility, so credibility is an important factor for successful community management. And social acceptance may help in difficult situations, such as the de-escalation.

Matthias: Culture 2.0 "- what do you think about this concept?

Dirk: This is especially important on external community platforms such as Facebook. When embarking on an existing platform, you have to get involved also * really * that. As a representative of an exclusive brand I can not expect that all users on Twitter as "fine gentlemen" behave. Since it is also abused again. I can not wait nor to insist that this platform will change just because they themselves take part. One must always consider the culture and tone of the audience and the platform.

Matthias: Are there any general "culture 2.0" features?

Dirk: are many people who claim that Web 2.0 gives users were more open and agile - things like that. I do not believe. The Web is a Representation of our population. And depending on where I move, whether on the web or in real life, I must adapt myself in my communication. The Web 2.0 is people. And there are no "human culture".

That was part 1 of the interview with Dirk. Part 2 goes online on Tuesday! I hope you like it. :)

Bang Brothers Free Movies

No fad.

is needed for this statement really a neat video with great music? No. But it can hurt so still does not. ;)


Social Media Revolution 2 (Refresh) from Erik Qualman on Vimeo .

How To Streach Inner Labia

"Best of Links, Wednesday, May 12, 2010

• Social Media Monitoring
  "The blog for the Master Thesis" - not mean, of course, I can still make diploma. Content is all, who would have thought it to social media monitoring.

• community Manager.info
  Another blog that deals with topics related to community management. I did not know him, so he creates it in the list.

• performance measurement in the social web
  A bit of ROI must always be - "The PR Doctor" in a successful blog article about it, what are clicks and other key figures in the social web can.

• transparent and credible
  now know it yes - the social web "should" occur companies communicate in a transparent and credible. Klaus Eck writes about "social control" and how to build long term in power-line reputation.
  

How Do I Get Rid Of Water Retention In My Face

Talking to: Sven Meier Plagge, community manager depechemode.de

Sven Plagge Meier blogging , Encyclopedia , talks about Forums dying and has been more than a decade, administrator of the largest German Depeche Mode Fanformus (> 10,000 User). After Dirk Songürs differentiation he is there, particularly in operational work and speaks in the community with its members. Of course, he also uses the feedback from the community to help them improve. In an interview with me he talks about his views on community management and the challenges to which he meets in his daily work as an operator and maintainer of the forum.

Matthias Bastian Mr. Plagge Meier, thank you for taking the time. Directly to the first question: In your opinion, what qualifications does a good community manager, in particular, is operating in?

Sven Meier Plagge: A good community manager should be able to neutral and balancing occur in relation to its users, without however calling into question his position. He should interact with the community and they watch to record their wishes on the one hand and the other to respond to developments very helpful - in my opinion. Indispensable - Basic knowledge of copyright and Internet law.

Matthias Bastian your community has a very strong product reference. How much commercialism can sustain a community?

Sven Meier Plagge: Also, a profit-oriented strategy may, for the medium to long term success not just on the sale be fixed products. The focus must be the community member displayed his interest in information.

Matthias Bastian How do you measure the success of your community?

Sven Meier Plagge: The primary objective of CM is the long-term commitment from users to the website or on the product. The achievement of objectives can be achieved by membership and to measure traffic to the website, in the case of publications by (online) sales.

Matthias Bastian Do you think that there is such thing as a general rule for good (operating) community management there?

Plagge Sven Meier: I think CM is the foundation of every good that the manager enters into dialogue with its users and them, met in spite of his superior role in the communication on an equal footing.

Matthias Bastian There are now a variety of tools and services that "social harmony" allow the net. Between which community forms you differentiate?

Sven Meier Plagge: I distinguish between traditional communities with forums and communities that are on social networks (Facebook, who knows whom), and find communities that are, for example, by the comments function for contributions. These communities are congruent in parts, but otherwise considered separately.

Matthias Bastian What are the differences in communication via Facebook, Twitter, or a discussion forum? Bring any platform necessarily own rules of communication with them?

Sven Meier Plagge: Yes, each platform has its own rules. On Twitter you are already apparent from the limit of 140 characters, extravagant discussions can not take place there. Special features on Facebook are shown by the wide networking. What is given there by himself, reads with not only the friend but possibly also the colleague or even the boss. In this variation, users are more ready to possible to draw a positive picture of themselves. In contrast to traditional forums it is most directly and kontroversten. This is certainly due to the fact that many users write under a nickname.

Matthias Bastian In the context of this: What do you see as the pros and cons of a central community compared to a decentralized community?

Sven Meier Plagge: an important forum has the advantage that there can form a real community to a website that stands out by its own individual layout or even a CI visually from other communities. This is not possible on Facebook. The advantage there is greater transparency: The users are already logged in the meta-community Facebook. From there it is just a click to the Fapage. This is Allerd at the expense of ties to a community.

Matthias Bastian How much control should be practiced on a community? How to keep the best balance between censorship problematic and possible loss of control?

Sven Meier Plagge: Abstract formulated, one should always exercise as much control that you can counteract any negative developments. An aberration can also be that others feel disturbed because others express their opinions in penetrating manner. In this case the risk is "censoring" having to intervene. As long as one can measure the precise grounds for the accusation of censorship is rather remote.
have proven to be particularly helpful in this regard, fixed rules of conduct that must be recognized in the registry in the form of forum rules and / or netiquette by users.

Matthias Bastian Do you think that communities can have a transparency or dialogue pressure on companies?

Sven Meier Plagge: communities can exert great pressure on companies, sometimes with the help of the media. This can lead to far more transparency than that company for its conduct have to justify (as in the case of recently Navigon ).

Matthias Bastian particular, in Internet forums are mostly anonymous user on the go. To what extent do you think that anonymity on the Internet, the behavior of the users affected, particularly in discussions? Keep this anonymity is important?

Sven Meier Plagge: anonymity is important requirement for many users to take part in a community. On the other hand, it is this anonymity that is often abused by people to insult other people, to be irrelevant or to be misbehaving. Experience has shown that the level discussions, which are conducted under the cloak of anonymity, for the reasons often lower than if the people perform with their real names or at least left a real names when registering must.
I think anonymity is important, although their importance decreases with social networks like Facebook, where it operates mostly under real names. As a community manager should allow an anonymous part of the community, not an anonymous registration. Of which is already discouraged for legal reasons, if a community operator should be taken once as a co-disturber in liability and has no recourse to the real troublemakers.

Matthias Bastian Even if users are anonymous on the road, but you are looking for social contact. In this context, how important is it that one within a community, the users are ways to "socialize", such as an off-topic area?

Plagge Sven Meier: I an off-topic area is very important. It is the natural desire to communicate the people, not just on a topic to talk about in this case, Depeche Mode. Any more than just work colleagues talk about their work, so little it makes sense to limit a community on a topic. Off-topic areas also have the advantage that one learns a lot there about the (other) interests of the community members.

Matthias Bastian Mr. Plagge Meier, what do you associate with the term "culture 2.0"?

Sven Meier Plagge: I think that has emerged in recent years a kind of culture 2.0. In classical forums it is not as present as in networks such as Facebook. Characteristics of this culture is, in my opinion, especially a high level tolerance in dealing with other people and other opinions.

Matthias Bastian is it like when you "Official" in talks to Forum attending? How important it is in this context that the CM is socially established and above all as a human being is within reach?

Sven Meier Plagge: many years I have maintained an account as the administrator of the forum, and a user account as an individual. The idea was, statements from the manager's waiting to be marked as such and to separate them from my private utterances. From my present perspective, this separation is artificial and must fail. Even behind a private account, the members are always perceive the manager.
in Discussions should take care as a community manager. arises particularly in discussions about very contentious issues otherwise the impression that one wants to decide the questions "from above".
To what extent is a CM show off as a person depends on his personality. If you value privacy, less likely to provide insight as someone who wears his heart on his sleeve. In every case but one should be a "tangible" if you want to build a relationship with its users. This is particularly important for the building of trust.

Matthias Bastian Does it make sense to produce in a community hype regarding certain products or their company (in your case: hype regarding a new CD)?

Sven Meier Plagge: comes in the case of Depeche Mode, the hype mean by itself-without the intervention of the CM. You can also fire up the hype, where you increase the tempo of news and speculation can also be included. This makes sense from the point that the band comes into the conversation. Even among community aspects hype makes sense because of the strong to a point towards a sense of common interests, a sense of community is fired.

Matthias Bastian If you are looking for a community manager also dialogue with unhappy customers, or in the case of an inferior product? Why and how?

Sven Meier Plagge: One should always look as CM dialogue. Especially unhappy customers can give a valuable indication of what a product might not be in order.

Matthias Bastian How important is it to remain operational for the CM and always in his role?

Sven Meier Plagge: A CM should remain in his role as long as possible and respond factually. The fall in trolls for some time, however, difficult. Mostly those annoying trolls but other members of the Forum, so you can troll the evidence that others feel disturbed, call to reason. There are also forums rules trolling explicitly as unwanted conduct mark. In this case, help warnings and temporary suspensions

Matthias Bastian. As you step approach to problem users?

Sven Meier Plagge: For minor infringements, the user should be warned via private message. If the violation serious, a warning is ausgsprochen that attracts penalty points for themselves. Upon reaching a certain score or for very serious infringements, the user temporarily or completely blocked. It is important that the rules of the forums is to reckon with the sanctions of rule violations, the user needs.

Matthias Bastian They have long Years experience as a platform operator. What are the most important aspects of building a forum community?

Sven Meier Plagge: openness, friendliness and responding to the wishes of the members. Above all, constant communication is important. The members must have the feeling that one is there for them.

Matthias Bastian And how do you get people to visit the Forum permanently?

Sven Meier Plagge: This is difficult because the key lies in the community itself. Many interesting articles and other nice lure more visitors. Preponderance of small talk and dispute comes from the. As CM can therefore only try to prevent mistakes.

Matthias Bastian What is your best example of a situation in which it was very difficult to conduct a full community management?

Sven Plagge Meier: Last summer 2009, there were probably also due to concert cancellation of the band in Germany, the Forum 10 to 15 users (total was the Forum 9500 members), to their frustration by attacks on the Forum management air have made. At the time there were no written rules of conduct laid down. For this reason, any action against one of the intruders was described as arbitrary, which in turn cause a new Attacks served. This escalation was received on the part of the admins / moderators no longer under control, especially since one of the 30 presenters goes further internal discussions on the troublemakers. In this situation, I've closed the forum for several weeks. The time of closure has been used to create a significantly reduced moderating team a solid set of rules. The interfering users were all locked. With the reopening of all users were invited to accept the (new) rules if they wanted to continue to participate in the forum. Interestingly, the closure has not had the result that more of the user is moving away to other Comunitys. On the contrary: the following months, we had a lot of new registration. Since there were no more problems with users in the forum.

How Long Will Temazepam Take To Take Effect?

presentation Standings thesis

Last Monday was the presentation of the status of my thesis the day - at the h_da. The presentation is at it Prezi online, but offers only a partial list and is not accompanying my words probably hardly be used. At least you get an idea of the topics that I cover in my thesis. By the way, my presentation went by almost without criticism, which made me very happy.

Wedding Response Card Wordingdietary

" Best of "Links, Sunday, May 2, 2010

• Forum, blogs, social networks
  Jeremiah Owyang on the difference between forums, blogs and SNS and explains how these tools are best for the inexperienced customers ...

• Seven ways to increase its visibility on Facebook
  Naaaajaa practicable ... that's not all, even though it may agree. It is always worth a thought.

• McSchindler searches for the definition of PR 2.0
  good approach results in interesting discussions with interesting business partners. Worth reading.

• How do you measure the success of PR?
  This time a hidden ROI articles. Reputation - How do you measure to and should be done at all? By the way, not just a public relations problem - even an operationally active community Mananger is likely to have problems to convert each of its handles / phrases in any community in monetary results.

• Skype: The Alternative Social Network
  Or how Skype could compete with Facebook?

• CommunityHub Revistited
  Songür Dirk is in my opinion, very good concept of CommunityHub in detail. The introduction of the concept is there here.