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© 2015

Social Media for Scientific Institutions

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

Book

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

Introduction

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.

Contents

  • 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.

Keywords

Benchmark Analysis Communication Sciences Marketing Monitoring Online Survey

Authors and affiliations

  1. 1.MarketingHWR BerlinBerlinGermany
  2. 2.MarketingHWR BerlinBerlinGermany

About 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.

Bibliographic information

  • Book Title Social Media for Scientific Institutions
  • Book Subtitle How to Attract Young Academics by Using Social Media as a Marketing Tool
  • Authors Daniel Hurrle
    Julia Postatny
  • Series Title BestMasters
  • Series Abbreviated Title BestMasters
  • DOI https://doi.org/10.1007/978-3-658-08822-4
  • Copyright Information Springer Fachmedien Wiesbaden 2015
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics Business and Management (R0)
  • Softcover ISBN 978-3-658-08821-7
  • eBook ISBN 978-3-658-08822-4
  • Edition Number 1
  • Number of Pages XVIII, 117
  • Number of Illustrations 34 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
    Management
    Public Administration
  • Buy this book on publisher's site