Der Markt der sozialen Netzwerke: Wie Facebook, Twitter und Co. um User und Marktanteile ringen
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Bachelorarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Universität zu Köln (Staatswissenschaftliches Seminar), Veranstaltung: Medienökonomie, Sprache: Deutsch, Abstract: Seit ihrem ersten Erscheinen vor gut fünf Jahren haben soziale Netzwerke wie Facebook, Myspace oder Youtube zunehmend das Internet erobert und gänzlich neue Formen der Vernetzung entwickelt. Diese sozialen Plattformen setzen sich aufgrund der niedrigen Eintrittsbarrieren für die Veröffentlichung und Verbreitung von Informationen sowie ihrer Reichweite, Beständigkeit und Geschwindigkeit immer stärker gegen herkömmliche Medien als Informationsquelle durch. Doch hinter "Social Media" verbirgt sich mehr: Es besteht die Möglichkeit, andere Teilnehmer des Netzwerkes an seinen Erlebnissen und Gefühlen teilnehmen zu lassen, sich in Geschehnisse oder Diskussionen einzubinden und deren Verlauf zu beeinflussen. Nicht zuletzt wurde am Beispiel der US-Präsidentschaftswahlen 2008 - bei denen der US-Präsident Barack Obama seinen Wahlkampf über die Plattform Facebook auf eine elektronische Ebene erfolgreich ausweitete - deutlich, welche Bedeutung die neuen Plattformen eingenommen haben. In diesem Zusammenhang lautet die ökonomische Frage: Wie konnte es in einer Zeitspanne von nur wenigen Jahren zu einer solchen Nachfrage nach "Social Networks" kommen? Welche Entwicklungen haben stattgefunden und warum sind Twitter, Facebook und MySpace im Vergleich zu ihren Vorgängern (Foren, Communities) so erfolgreich? Der Begriff "Social Media" darf allerdings nicht missverstanden werden, denn die meisten Betreiber der Plattformen sind international agierende Konzerne, die nach Wachstum und Gewinnmaximierung streben. Facebook, das grö te soziale Netzwerk der Welt, setzte z.B. 2009 700 Millionen Dollar um und erwartet in den nächsten Jahren ein Umsatzwachstum über die Milliardengrenze (Eldon 2010). Die 2006 eingeführte Plattform Twitter wuchs - nach Angaben des Marktfor
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