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Facebook vs. Blog

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Sollte Facebook im Zentrum der digitalen Kommunikationsaktivitäten stehen oder eher das eigene Corporate Blog. Die Präsentation trägt Vor- und Nachteile der beiden Ansätze zusammen und zeigt einige Motivationen auf, die einem Corporate Blog zugrunde liegen können. Gehalten beim fbcamp in Hamburg (1.-2.03.2013) und beim BarCampRuhr6 in Essen (9.-10.03.2013) - zum Teil gebündelt mit einem Vortrag mit Johannes Lenz.

Veröffentlicht in: Business
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Facebook vs. Blog

  1. 1. Facebook vs. Blog /Motivationen, Tipps & Tricks für Corporate Blogs#fbcamp 02.03.2013Stefan Evertz stefan.evertz@brandwatch.com | Tel: +49 (0)711 912 44 163
  2. 2. Facebook vs. Blog “Das ist kein Mond, das ist eine Raumstation.” (Obi-Wan Kenobi)© 2012 Brandwatch | www.brandwatch.de 2
  3. 3. Mond?© 2012 Brandwatch | www.brandwatch.de 3
  4. 4. Blog /Vorteile• Frei zugängliche Plattform• Mehr Gestaltungsmöglichkeiten• Enge Verzahnung mit Website möglich• Gute Anbindung an andere Kanäle möglich• SEO• Reduzierte, aber belastbare Datenbasis (Google Analytics)• Volle Kontrolle (Domain, Plattform, Inhalt, Backup)© 2012 Brandwatch | www.brandwatch.de 4
  5. 5. Facebook /Nachteile• Nicht frei zugänglich• Quasi keine Gestaltungsmöglichkeiten• Schlechte Anbindung / Verzahnung („Insel“)• Tendenziell zweifelhafte Datenbasis• Kein SEO• Kaum Kontrolle (Standort Server / Firma im Ausland, dynamische Roadmap)• Märkte sind Gespräche – und die finden nicht nur bei Facebook statt• Facebook ist nicht das Internet© 2012 Brandwatch | www.brandwatch.de 5
  6. 6. Raumstation?© 2012 Brandwatch | www.brandwatch.de 6
  7. 7. Blog /Nachteile• Mehr Aufwand erforderlich (Recherche, Content-Produktion)• Zusätzliche Ressourcen, da zusätzlicher Kanal• Breiteres Personal-Profil• Schwer vermittelbar, weil „antiquiert“© 2012 Brandwatch | www.brandwatch.de 7
  8. 8. Facebook /Vorteile• Kommunikationshoheit (gefühlt)• Gute Messbarkeit von ... Reichweite, Interaktion, etc.• Theoretisch größte Reichweite• Spitzes Personalprofil• Facebook ist das Internet (und das neue AOL)© 2012 Brandwatch | www.brandwatch.de 8
  9. 9. Corporate Blog /Motivationen• Employer Branding / HR• Produktwelt (Tests, Produkteinführungen, Angebote)• Kundenbetreuung / Service / CRM• Fachdiskussion / Positionierung als Experte• Erfahrungsspeicher der Organisation• Klassische PR / Krisenkommunikation• Interne Kommunikation• Projekte / Kampagnen dokumentieren• SEO• ...?© 2012 Brandwatch | www.brandwatch.de 9
  10. 10. #wasfehlt© 2012 Brandwatch | www.brandwatch.de 10
  11. 11. KontaktEmail /stefan.evertz@brandwatch.comWeb /http://www.brandwatch.deBlog /http://www.brandwatch.de/blogTwitter /@BrandwatchDE /@hirnrindeTelefon /Deutschland: +49 (0)711 912 44 163Fax /Deutschland: +49 (0)711 912 44 213Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.de 11

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