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Social Media Governance

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Veröffentlicht am

Vortrag von Jörg Eisfeld-Reschke, Institut für Kommunikation in sozialen Medien, anlässlich des 5. Forum Wissenschaftskommunikation in Dresden

Veröffentlicht in: Bildung
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Social Media Governance

  1. 1. Wie kann man Social MediaGovernance einführen?Jörg Eisfeld-ReschkeDresden, 5. Dezember 2012
  2. 2. OMG! Ein Generation Gap.• Babyboomer• Generation X• Generation Y
  3. 3. Welche Schwierigkeiten begegnen uns?• Skepsis vs. Enthusiasmus• Sicherheitsbedenken• Kontrollverlust• persönlich vs. beruflich• Strategielosigkeit• Organisationsentwicklung
  4. 4. Institutional Readiness aufbauen• Fort- und Weiterbildung• Governance Instrumente• Organisationsentwicklung
  5. 5. Institutional Readiness aufbauen Institutional Readiness bezeichnet die Bereitschaft einer Organisation und der für sie wirkenden Personen sich auf dialogorientierte Online-Kommunikation einzulassen, sie zu unterstützen und das Feedback der Stakeholder in der Zielerreichung einzubinden. Eisfeld-Reschke 2011, S.11
  6. 6. Welche Instrumente gibt es?• Social Media Policy• Sociel Media Guidelines• Social Media Tipps
  7. 7. Social Media Policy Social Media Policies schaffen Sicherheit. Indem Unternehmen klar und deutlich formulieren, in welcher Art und Weise Mitarbeiter im Internet Themen rund um die eigene Marke, deren Stakeholder und deren Themen im Markt diskutieren dürfen, werden Fehler und Konflikte vermieden.“ nach Jodeleit 2010, S. 47 [Guidelines]
  8. 8. Social Media Policy● Mitarbeiter, die für die operative Betreuung der Social Media Kanäle Verantwortung tragen● Im Fokus liegt die berufliche Kommunikation (Corporate Identity)● Festlegung von Zielsetzung, Themen, Ansprache und mehr
  9. 9. Social Media Guidelines „Guidelines sind […] dafür gedacht, Mitarbeitern einen Verhaltensrahmen zu geben, eine anschauliche Orientierung zu geben, die ihnen einen selbstbewussten Umgang mit Social Media erlaubt. Social Media Guidelines sollen für ein Mindestmaß an Wissen sorgen und Mitarbeitern mögliche Ängste im Umgang mit Social Media nehmen.“ Schindler/Liller, 2010, S. 233
  10. 10. Social Media Guidelines● Alle Mitarbeitenden● Im Fokus liegt die persönlich-berufliche Mischnutzung sozialer Medien● Vereinbarung von Regeln zur Erreichbarkeit, Darstellung der Zugehörigkeit, Sicherheit und Kommunikationsverhalten● ggf. mitbestimmungspflichtig
  11. 11. Social Media Tipps● Alle internen Interessensgruppen● Im Fokus liegt die Sensibilisierung für die Risiken und Chancen sozialer Medien in Verbindung mit der Organisation● Keine direkten Mittel zur Durchsetzung
  12. 12. Wie kann man Social MediaGovernance einführen?Twitter @ikosom @joergeisfeldFacebook www.facebook.com/ikosomEmail eisfeld-reschke@ikosom.de

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