Einführung eines Social Intranets. Kritische Betrachtung am Beispiel eines Unternehmens
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Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Neuss früher Fachhochschule, Sprache: Deutsch, Abstract: Der Begriff Enterprise 2.0 tauchte zum ersten Mal 2006 in einer Veröffentlichung von Andrew P. McAfee auf und seine Definition wurde noch im gleichen Jahr auf Grund des gro en öffentlichen Interesses von ihm geschärft. Seitdem haben viele Unternehmen ein so genanntes Social Intranet eingeführt. In der Schweiz behaupten 2014 33% der befragten Unternehmen, ein Social Intranet bereits im Einsatz zu haben. Der Hype um dieses interne Marketinginstrument hat jedoch nicht nachgelassen und wird auch 2016 weiter diskutiert. So berichten bspw. die "CIO" und das "manager magazin" aktuell von Chancen Risiken und Beispielen eines Social Intranets. Ein Social Intranet kombiniert die Teilgebiete Internet- und Mitarbeiter-Marketing. Ziel dieser Seminararbeit ist es, die Einführung eines Social Intranets in einem Unternehmen kritisch zu betrachten. Es sollen sorgfältig Chancen und Risiken erarbeitet werden, um anschlie end eine wissenschaftlich begründete Umsetzungsempfehlung für das Unternehmen zu erstellen. Die Seminararbeit besteht neben der Einleitung aus 4 Hauptkapiteln. Diese spiegeln das methodische Vorgehen des Autors wieder. Zuerst werden, um der Argumentation der Arbeit besser folgen zu können, grundlegende Begrifflichkeiten sowie die Struktur des Unternehmens in Kapitel 2 und 3 erläutert. Anschlie end wird, auf Basis der vorherigen Grundlagen, eine Einführung eines Social Intranets kritisch betrachtet. In Kapitel 4 werden hierbei sorgfältig die Chancen und Risiken erörtert und evaluiert. Abschlie end wird in Kapitel 5 ein Fazit gezogen, sowie ein kurzer Blick auf eine mögliche Zukunft des Themas geworfen.
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