Managing Social Media

The term social media refers to digital platforms, such as websites or apps, that enable users to connect and engage with one another. This form of communication has revolutionized the internet: whereas content used to be primarily consumed, social media now allows for active participation. Users can share and receive information, as well as create their own content. The defining feature of social media is its interactivity.

Some of the most widely used social media platforms include “Facebook, Instagram”, and “X”. Each network has its own purpose and target audience. 

Despite, or perhaps because of, the extensive reach afforded by these diverse communication channels, hostility is a persistent issue online. To prevent reputational damage or avoid so-called "shitstorms," it is essential to adopt a strategic approach through a tailored social media plan for your organization. Knowing your audience and carefully framing your goals and messages are crucial components. In addition, time management plays a key role. It’s important to assess in advance whether and with what time and personnel resources the platforms can be managed consistently.

To maintain a professional online presence, knowledge of image and personality rights, as well as adherence to proper online etiquette, is also advantageous.

Sources

Cornelia Geißler (2010): Was sind Social Media? Hrsg.: Harvard Business Manager. Heft 9/2010.

OnlineMarketing.de GmbH (2022): Social Media. onlinemarketing.de/lexikon/definition-social-media, Accessed at 19.10.2022.