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Social-Media-Monitoring und -Kontrolle

Author

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  • Rumler, Andrea
  • Ullrich, Susanne

Abstract

Social Media werden heute von drei Viertel aller deutschen Unternehmen in der Unternehmens- und Marketingkommunikation eingesetzt. Effektivität und Effizienz des Social-Media-Einsatzes müssen deshalb regelmäßig überprüft werden. Zielsetzung beim Controlling der Social-Media-Aktivitäten eines Unternehmens ist es, Hilfestellung bei der Steuerung des Social-Media-Marketings zu leisten. Im folgenden Beitrag werden Ansätze zum Social-Media-Monitoring, zu Social-Media Analytics sowie Überlegungen zur Messung des Return-on-Investment vorgestellt.

Suggested Citation

  • Rumler, Andrea & Ullrich, Susanne, 2016. "Social-Media-Monitoring und -Kontrolle," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 94-112.
    • Handle: RePEc:zbw:afmpwm:261117
    DOI: 10.15459/95451.7
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Stefan Stieglitz & Linh Dang-Xuan & Axel Bruns & Christoph Neuberger, 2014. "Social Media Analytics," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 6(2), pages 89-96, April.
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