LEADER 04019nam 22006735 450 001 9910298466303321 005 20200919075330.0 010 $a3-658-08822-2 024 7 $a10.1007/978-3-658-08822-4 035 $a(CKB)3710000000343575 035 $a(EBL)1973973 035 $a(SSID)ssj0001424599 035 $a(PQKBManifestationID)11832263 035 $a(PQKBTitleCode)TC0001424599 035 $a(PQKBWorkID)11367013 035 $a(PQKB)10874926 035 $a(DE-He213)978-3-658-08822-4 035 $a(MiAaPQ)EBC1973973 035 $a(PPN)183519353 035 $a(EXLCZ)993710000000343575 100 $a20150130d2015 u| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aSocial Media for Scientific Institutions $eHow to Attract Young Academics by Using Social Media as a Marketing Tool /$fby Daniel Hurrle, Julia Postatny 205 $a1st ed. 2015. 210 1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2015. 215 $a1 online resource (131 p.) 225 1 $aBestMasters,$x2625-3577 300 $aDescription based upon print version of record. 311 $a3-658-08821-4 320 $aIncludes bibliographical references. 327 $aSocial Media Environment and Marketing -- Scientific Institutions and Young Academics -- Online Survey, Benchmark Analysis and Expert Interviews -- Social Media Concept: Content, Platforms, Monitoring. 330 $aThis book covers relevant topics of social media in the area of research institutes. Daniel Hurrle and Julia Postatny follow the research question of how social media can empower the communication of such institutes by using the example of the Berlin-Brandenburg Academy of Sciences and Humanities. Based on a comprehensive analysis of the designated target group of young academics, a holistic social media concept is developed with clear guidelines for immediate application and implementation. Diagrams, illustrations, models and short summaries after each section facilitate the understanding of the process and complex decisions, and lead the reader gently through the topic. Contents Social Media Environment and Marketing Scientific Institutions and Young Academics Online Survey, Benchmark Analysis and Expert Interviews Social Media Concept: Content, Platforms, Monitoring Target Groups Researchers and students in the fields of business administration, marketing, communications, social media, public relations, and communications sciences Practitioners in these areas The Authors Daniel Hurrle and Julia Postatny completed their Master?s Degree under the supervision of Prof. Dr. Dirk-Mario Boltz in International Marketing Management (M.A.) at the Berlin School of Economics and Law. With several long-term stays in the USA, Canada, Singapore and Europe along with hands-on experience in international companies they gained outstanding skills and know-how for their future marketing career. 410 0$aBestMasters,$x2625-3577 606 $aMarketing 606 $aManagement 606 $aPublic administration 606 $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000 606 $aManagement$3https://scigraph.springernature.com/ontologies/product-market-codes/515000 606 $aPublic Administration$3https://scigraph.springernature.com/ontologies/product-market-codes/W34030 615 0$aMarketing. 615 0$aManagement. 615 0$aPublic administration. 615 14$aMarketing. 615 24$aManagement. 615 24$aPublic Administration. 676 $a330 676 $a351 676 $a650 676 $a658.8 700 $aHurrle$b Daniel$4aut$4http://id.loc.gov/vocabulary/relators/aut$01059221 702 $aPostatny$b Julia$4aut$4http://id.loc.gov/vocabulary/relators/aut 906 $aBOOK 912 $a9910298466303321 996 $aSocial Media for Scientific Institutions$92504686 997 $aUNINA