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social what?

I am now (almost) finished my studies and become a enabler . Among other social media. Well, why not? As hard as it's available at the moment not there someone who wants to be enabled like . There are certainly some companies that know a few buzzwords and then think they "need". Because others do it too, and each can be on Facebook and Twitter without no communication function. Not true of course. And honestly, I hear now some words so often that sometimes it almost sucks. Among the leaders: Social Media, Facebook and dialogue, often in conjunction with the aforementioned "must". Hot on the heels: authenticity and transparency. At this point, the reference to Mirko Lange, who has already successfully shown that the "dialogue" is just not a requirement of companies in "social" media. do not misunderstand: I like social media, I am also convinced of what I do. Authenticity and transparency are * just * on the net in many cases, particularly Importance. And that there are many useful applications for social media are in corporate communications, is beyond question. But now and then to me the whole debate seems too superficial and too strongly associated with individual platforms to be. Social Media is in the minds of many not for a process or for a change, but for Facebook, and two or three other tools (generously estimated). At some point, but no one is talking about Twitter and Facebook and no one will say more "social media". New platforms will come and go, the type of interactions in the network will constantly change (* cough * ), there will be new hype disappear and give old ones.

But one thing will remain. A fundamental change that is not only for business communication, but for the * entire * company of the highest relevance: The online communication is a "Recommendation economy into the world. And that's not going away anymore. Who would buy your Amazon an item that is less than, say, four stars have? In return, products with five stars have a proper trust directly ahead. And since I have looked at only the statistics and do not even read the customer reviews to go deeper into the matter. And these recommendations / reviews / reviews / opinions (and they may only 140 characters are available) so not only take place at Amazon, but everywhere in the network. And thanks to Google and they can be found fairly easily. How will it be if these recommendations through mobile Internet in our everyday life are present throughout? When we go to the bakery, we are automatically informed about how the bread tastes. Evening in the restaurant, we know exactly why you should not order the steak better. And the seller of a large German electronics retail chain, has no chance to finally sell our old equipment to overpriced, because we are better informed thanks to a short bar code scanning than it will ever be. (Note: At this point, reflecting I did not know if all this is so useful and even more fun. It should, however, certainly do. Maybe I do it again.)

And even if Dirk Songür pats me now on the fingers, long term and with increasing effectiveness and power of "recommendation portals" ala Amazon, I see the typical product-journalism behind. The fact that the circulation figures of the trade press (even in areas with young target groups, the high-affinity Web) tend to have declined, is now no secret. This has not only safe but also something to do with the fact that the opinion of an individual is simply losing weight. try not without reason, some Special interest magazines in the region by "traditional" journalistic qualities such as interesting articles and well-researched features to generate added value in other ways.

OK, before I am now too far adrift: What would I sell a lot better or "enabler" as the next Facebook fan page, is the fundamental understanding of what changed for companies in that people use the Internet for their communications can. What can it mean for a company. And should mean for a company's products. Particularly in terms of quality and history. (Can) Where do ideas. And as I mature with Customers must deal in order to continue to operate successfully.

I think this is more important than under self-imposed pressure on the Social Media "Hype Train" jump up to make something on Facebook and "to seek dialogue." And if that was understood, then I also like to talk about the sense or nonsense of a Twitter account.

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online communities + corporate communication + E-book + download + Matthias Bastian

Very geeehrte Ladies and Gentlemen,

it is my inner Nazi Party ... um ... second. And start fresh. It gives me great pleasure today to my repeated announcement may finally come true. The thing that has cost me in the past three months at the most time and energy, is now completed, evaluated and available for download - my thesis. For the record, the issue was, is and remains:

"Online communities, community management and corporate communication - a guide for practitioners" are


the download's here (currently hosted by PDFCast.org) .

The work was rated "very good". But much more important than numerical values are despicable but sometimes the little compliments on the edge, or not? My second corrector told me after the symposium that he has read my work very much. Mission accomplished. Thank you for that.

So friendly is the online community of community managers and social media experts certainly do not deal with me, so the following note: Constructive criticism and suggestions for improvement like in the comment section or via Twitter, Facebook ... whatever. This also applies to expressions of admiration, adulation, and any marriage proposals. Gross insults, tantrums, SPAM and other bells and whistles should be communicated by e-mail. And anyone who dares seriously a spelling or formalities-Flame bring, do a Permaban of my comments (and my life) count.

Was that somehow not serious? Ah ne think not. Is my blog. And my work. Have fun! ;)

PS: Who does not feel like indulging in scientific reading, believe me on that I'm planning a chapter for the blog, something to prepare and place my guide for discussion. You have to work still can not download and what not notice.

PPS: I wrote a book! Purpose in life fulfilled! create

value:: (ok, a short and electronic, but still?)

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Social Media in B2B communications

At this point, even the reference to a study in which I've worked as a co-author of Social Media in B2B communication

had passed on I became involved in cases of Cirquent and Software AG. is a short version of the study it here for download. It was officially presented yesterday at the "forum for thought leaders" of the Profilwerkstatt - a summary of the event (the most interesting panel discussion with among others Thomas Pleil and Klaus Eck) is available in the PR lost property.

I think the thing turned out really good and interesting and leads to some very good recommendations. Happy reading!

* Update *

More blog posts:

• Profilwerkstatt
• tps text Depot
• PR lost property

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Social Media Guidelines - make the staff in Social Media

an area that I have not included in my thesis because I was primarily targeted directly controllable external and not implicit internal communication activities Are social media guidelines. Moreover, it is recalled that these internal processes, I do not think about community management (see Daniel Langwasser who disagrees - see Daniel's comment) or social media management. The responsibility for such guidelines, I see most in the PR department. Rules about what information can be shared by whom at what time, ie even before there were online communities. This is part of public relations.

community management, I think it is so only if the employee lost his way in a community or a corresponding group gathers around - and then grab the "conventional" methods, the community should follow a good manager. It's at Social Media Guidelines so much more about telling the employee what he can and what he can not. Or, to qualify him so that he could * act as a mouthpiece for a company *. Moreover, it is an attempt to have some control over the staff communication Social Web auszüben. (Supplement D. Lang water) why there should be a partner in the company, able to take any questions from staff regarding social media.

"The digital socialized man acts on the Internet not only as a private person, he communicates the same time, in its role as a worker and thus intentionally or unintentionally, the representative and spokesman for his company." ( Alkan, Ulbricht 2009 )

network can now be found in many "instructions" or Best Practice Examples of Social Media Guidelines. I have one of the IBM , Kodak and Daimler considered, combined, and could see some similarities, which seem to me much. Of course, the wording is a flat rate, ultimately must also be considered for each individual company details that especially the industry but also take into account the respective corporate culture. From complete prohibition to total openness are many different measures to imagine and make sense.

topics: The issues that must be communicated, are set for each department individually. Topics related to internal projects, clients and / or taking other people respect, are strictly in advance with the communications department to clarify.

responsibility Each employee is responsible for the content published. He published under his own name and not as official representatives of the company. In the case of Rechtsverleztung (eg copyright infringement, defamation) the employee is responsible.

occurrence: The employee behaves in the social web to match the corporate culture. This applies to the tonality of the language as well as for the design of online profiles on social networks. The defamation of competitors or competing products is not allowed. Each community platform for the social web has its own target group - the communication should be adjusted accordingly.

Honesty: The employee should to give the social web to recognize it as such, he comments on topics relevant to business terms. Authentic insights into the work world are desirable in principle - PR and marketing take place elsewhere. It should always be communicated honestly. Critical or unclear content must be verified internally prior to and be discussed with colleagues or the communications department.

Customer Contact: Social Web also means dialogue. Direct communication with customers and responses to Suggestions and criticism are of course. Even with harsh criticism of the staff should make sure that he always remained calm and not get involved in polemical discussions.

value: The constructive participation of staff in online communities or social networks is generally desirable. It is important to ensure that the quality of contributions is appropriate. Any good contribution paid by an on brand and image of the company. Quality over quantity: It is. The networking with customers and other employees should be encouraged.

time: The use of social media at work is allowed. The actual Work goals but it must not be neglected. Productivity is a top priority.

media: Who created the Social Web attention, may be addressed by professional media representatives. Questions of this type are passing them on to the appropriate communications department