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Shitstorm-Prävention by Jörg Sikkenga

Shitstorm-Prävention

by Jörg Sikkenga
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Book cover type: Paperback
  • ISBN13: 9783662540152
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 43
  • Original Price: USD 29.99
  • Language: German
  • Edition: 1. Aufl. 2017
  • Item Weight: 82 grams
  • BISAC Subject(s): E-Commerce / Online Trading

Das Buch stellt die Gefahr von Shitstorms dar, die schnell in Sozialen Medien aufziehen und Unternehmen schaden k�nnen. Die Sozialen Medien oder das Web 2.0 stellen eine besondere Herausforderung f�r das Marketing dar, da die Konsumentinnen und Konsumenten R�ckmeldung zu den gekauften Produkten geben und damit reale sowie vermeintliche Missst�nde anprangern k�nnen. Darauf muss die Unternehmenskommunikation reagieren. F�r Unternehmen w�re es ein Worst-Case-Szenario, wenn ein Shitstorm seinen Ruf nachhaltig sch�digt und intensive Marketingbem�hungen verpuffen lassen w�rde. Die Case Study behandelt das Thema Shitstorm-Attacken auf zwei Ebenen. So diskutiert sie auf der ersten Ebene die M�glichkeiten der Shitstorm-Pr�vention des Unternehmens, aus denen dann eine Pr�ventionsstrategie erarbeitet wird. Auf der zweiten Ebene wird anhand eines Beispiels ein Plan entwickelt, mit dem ein Shitstorm beruhigt werden kann. Beide Strategien k�nnen von Unternehmen eingesetzt werden, um sowohlShitstorms vorzubeugen als auch diese fr�hzeitig zu minimieren.

Jörg Sikkenga ist wissenschaftlicher Mitarbeiter an der Leuphana Universität Lüneburg.

Der Herausgeber der Reihe Christoph Kleineberg ist Projektkoordinator des Inkubator-Projekts Case Studies der Leuphana Universität Lüneburg.

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