Social Media for Scientific Institutions

How to Attract Young Academics by Using Social Media as a Marketing Tool

  • Daniel Hurrle
  • Julia Postatny

Part of the BestMasters book series (BEST)

Table of contents

  1. Front Matter
    Pages I-XVIII
  2. Daniel Hurrle, Julia Postatny
    Pages 1-4
  3. Daniel Hurrle, Julia Postatny
    Pages 5-34
  4. Daniel Hurrle, Julia Postatny
    Pages 35-75
  5. Daniel Hurrle, Julia Postatny
    Pages 76-101
  6. Daniel Hurrle, Julia Postatny
    Pages 102-108
  7. Back Matter
    Pages 109-117

About this book


This book covers relevant topics of social media in the area of research institutes. Daniel Hurrle and Julia Postatny follow the research question of how social media can empower the communication of such institutes by using the example of the Berlin-Brandenburg Academy of Sciences and Humanities. Based on a comprehensive analysis of the designated target group of young academics, a holistic social media concept is developed with clear guidelines for immediate application and implementation. Diagrams, illustrations, models and short summaries after each section facilitate the understanding of the process and complex decisions, and lead the reader gently through the topic.


  • Social Media Environment and Marketing
  • Scientific Institutions and Young Academics
  • Online Survey, Benchmark Analysis and Expert Interviews
  • Social Media Concept: Content, Platforms, Monitoring

Target Groups

  • Researchers and students in the fields of business administration, marketing, communications, social media, public relations, and communications sciences
  • Practitioners in these areas

The Authors

Daniel Hurrle and Julia Postatny completed their Master’s Degree under the supervision of Prof. Dr. Dirk-Mario Boltz in International Marketing Management (M.A.) at the Berlin School of Economics and Law. With several long-term stays in the USA, Canada, Singapore and Europe along with hands-on experience in international companies they gained outstanding skills and know-how for their future marketing career.


Benchmark Analysis Communication Sciences Marketing Monitoring Online Survey

Authors and affiliations

  • Daniel Hurrle
    • 1
  • Julia Postatny
    • 2
  1. 1.MarketingHWR BerlinBerlinGermany
  2. 2.MarketingHWR BerlinBerlinGermany

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2015
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-08821-7
  • Online ISBN 978-3-658-08822-4
  • Buy this book on publisher's site