1. 1 / Anne Linke

2. Integrating social media with your business
Anne Linke Ausbuy Workshop 30.10.2012
2 / Anne Linke

3. Social media definitions
“… characterized by the potential for real-time interaction,
reduced anonymity, a sense of propinquity, short
response times and the ability to ‘time shift’”
(Kent 2010: 645)
“… a group of Internet-based applications that build
on the … Web 2.0, which allows the creation
and exchange of user-generated content”
(Kaplan & Haenlein, 2010: 62)
“… the totality of open, interactive and
participative platforms on the Internet”
(Zerfass & Sandhu, 2008: 285)
3 / Anne Linke * Breakenridge, 2008: I; see also Hazleton et al., 2008: 91

4. What‘s new?
Argenti/Barnes
2009, p. 8
4 / Anne Linke

5. 5 / Anne Linke

6. Technology is shifting the power away
from the editors, the publishers, the
establishment, the media elite. Now
it‘s the people who are in control.
(Rupert Murdoch)
Berg/Gustavsson 2009
6 / Anne Linke

7. 7 / Anne Linke

8. 8 / Anne Linke

9. Practitioners believe in a change of practice
and see manifold opportunities
US longitudinal study 2006-2010
New communications media use in public relations (Wright & Hinson, 2010: 12)
„Social media has changed 2008: 66% agreement
the practice of public relations“ 2010: 81% agreement
European longitudinal study 2007-2010
European Communication Monitor (Zerfass et al., 2010: 83)
9 / Anne Linke ECM 2010 / n = 1,955 PR professionals from 46 European countries, Q 11.

10. Social web is a major challenge …
(Zerfass et al., 2011)
10 / Anne Linke

11. ASSESSMENT OF SOCIAL MEDIA BY COMMUNICATION PROFESSIONALS
HIGH EFFORT, LOSS OF CONTROL AND LACK OF CONCEPTS ARE MAIN OBSTACLES
76.0% too much effort required (financial/personnel)
54.9% not controllable
51.9% lack of conclusive concepts
Social Media Governance 2011 / n = 596 communication professionals / Q 16: What do you consider to be the greatest obstacles for the use of social
media? (Choice of three statements).
11

12. MEASURING THE SUCCESS OF SOCIAL MEDIA
TRAFFIC AND REACH ARE THE MOST IMPORTANT METRICS SO FAR
Social Media Governance 2011 / n = 596 communication professionals / Q 15: Which metrics do you use to determine the success of your social media
activities, which metrics will be used additionally by the end of 2011 or are not planned?
12

13. GOVERNANCE STRUCTURES FOR SOCIAL MEDIA
TECHNOLOGIES ARE PRESENT, INDICATORS FOR SUCCESS STILL MISSING
Social Media Governance 2011 / n = 534 communication professionals in organizations that already utilize social media or plan to do so / Q 12: Which of the
following social media-related aspects are already explicitly present in your organization or planned by the end of 2011? (multiple answers possible).
13

14. SOCIAL MEDIA EXPERTISE OF COMMUNICATION PROFESSIONALS
ONLY AVERAGE OVERALL SKILLS, BUT IMPROVEMENT OVER LAST YEAR
Social Media Governance 2011 / n = 596 communication professionals / Q 18: How do you evaluate your own expertise in the following areas on a scale from
1 (no experience) to 5 (professional)? / Comparative values from the previous year based on the Social Media Governance 2010 study.
14

15. Contact
Anne Linke © Copyright 2012 by the author.
This document is provided for the
personal use of participants of the
Wissenschaftliche Mitarbeiterin authors‘ seminar or presentation.
Spreading the handout within
Institut für Kommunikations- und Medienwissenschaft the own organization is permitted
Kommunikationsmanagement in Politik und Wirtschaft until further notice. Spreading or
storing the document in digital
Universität Leipzig media or on the web is not
allowed due to the fact that third
anne.linke@uni-leipzig.de parties may hold copyrights for
pictures and data included in this
www.communciationmanagement.de presentation. Any utilization, i. e.
incorporating figures and data in
other presentations, requires the
approval of the author.
15 / Anne Linke