Skip to main content
SpringerLink
Log in
Book cover

Enterprise Social Networks pp 41–60Cite as

Auf dem Weg zur vernetzten Organisation

Ein Plädoyer für professionelles Community Management in der digitalen Transformation

  • Chapter
  • First Online:

Zusammenfassung

In diesem Beitrag diskutieren wir die Bedeutung von Social-Media- und Community-Management in der digitalen Transformation. Wir argumentieren, dass Social Media und Online Communities wichtige Vehikel sind, um Anspruchsgruppen innerhalb und außerhalb der Organisationsgrenzen miteinander zu vernetzen. Organisationen beschäftigen zunehmend spezialisiertes Personal mit dem Management dieser Communities. Wir stellen Auszüge der Ergebnisse einer Umfrage des Bundesverband Community Management e. V. für digitale Kommunikation & Social Media (BVCM) unter 256 Professionals vor. Im Anschluss vergleichen wir die Ergebnisse der gesamten Stichprobe mit der Gruppe, die sich dem internen Community Management widmet. Die Ergebnisse deuten darauf hin, dass das interne Community Management stärker professionalisiert ist als die gesamte Disziplin. Wir geben mit unserer Studie einen ersten Einblick in die wachsende Profession des Social-Media- und Community-Managements im deutschen Sprachraum und legen den Grundstein für weitere, strukturierte Forschung in diesem zukunftsträchtigen Feld. Implikationen für die Praxis werden auf individueller, Team- und Organisationsebene erörtert.

Social-Media -und Community-Management – eine Kernkompetenz in der digitalen Transformation.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   49.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Literatur

  • Bharadwaj A., O. A. El Sawy, P. A. Pavlou, und N. Venkatraman. 2013. Digital business strategy: Toward a next generation of insights. MIS Quarterly 37:471–482.

    Google Scholar 

  • Brynjolfsson E., und A. McAfee. 2014. The second machine age: Work, progress, and prosperity in a time of brilliant technologies. New York: W. W. Norton & Company. https://books.google.de/books?id=PMBUAgAAQBAJ&lpg=PP1&dq=The%20second%20machine%20age%3A%20Work%2C%20progress%2C%20and%20prosperity%20in%20a%20time%20of%20brilliant%20technologies&hl=de&pg=PP8#v=onepage&q&f=false.

  • Callegaro M., K. L. Manfreda, und V. Vehovar. 2015. Web survey methodology. Thousand Oaks: SAGE.

    Google Scholar 

  • Chesbrough, H. W. 2006. Open innovation: The new imperative for creating and profiting from technology. Boston: Harvard Business Press.

    Google Scholar 

  • Chesbrough, H., W. Vanhaverbeke, und J. West. 2014. New frontiers in open innovation. Oxford: Oxford University Press.

    Book  Google Scholar 

  • Chui, M., J. Manyika, J. Bughin, et al. 2012. The social economy: Unlocking value and productivity through social technologies. Washington, DC: McKinsey Global Institute,

    Google Scholar 

  • Corley, K. G., und D. A. Gioia. 2011. Building theory about theory building: What constitutes a theoretical contribution? Academy of Management Review 36:12–32.

    Article  Google Scholar 

  • Cyphert, D. 2009. Who we are and what we do, 2008. Journal of Business Communication 46:262–274.

    Article  Google Scholar 

  • Dillman, D. A. 2000. Mail and internet surveys: The tailored design method. New York: Wiley

    Google Scholar 

  • Groves, R. M., und L. Lyberg. 2010. Total survey error: Past, present, and future. Public Opinion Quarterly 74:849–879.

    Article  Google Scholar 

  • Groves R. M., F. J. Fowler Jr., M. P. Couper, et al. 2011. Survey methodology. Hoboken: Wiley.

    Google Scholar 

  • Happe, R., und J. Storer. 2014. Community manager salary survey 2014. Boston: The Community Roundtable. http://www.communityroundtable.com/research/community-careers-and-compensation/cmss-2014/. Zugegriffen: 8. Nov. 2015.

  • Harhoff, D., und K. R. Lakhani. 2016. Revolutionizing innovation: Users, communities, and open innovation. Cambridge: The MIT Press.

    Google Scholar 

  • Harvey, R. J. 1991. Job analysis. In Handbook of industrial and organizational psychology, Hrsg. M. D. Dunnette und L. M. Hough, 71–163, vol. 2, 2nd ed. Palo Alto: Consulting Psychologists Press.

    Google Scholar 

  • Jaworski, B. J. 2011. On managerial relevance. Journal of Marketing 75:211–224.

    Article  Google Scholar 

  • Kane, G. C., R. G. Fichman, J. Gallaugher, und J. Glaser. 2009. Community relations 2.0. Harvard Business Review 87:45–50.

    Google Scholar 

  • Kietzmann, J. H., K. Hermkens, I. P. McCarthy, und B. S. Silvestre. 2011. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54:241–251.

    Article  Google Scholar 

  • Koch, M., und A. Richter. 2007. Enterprise 2.0: Planung, Einführung und erfolgreicher Einsatz von Social Software in Unternehmen. München: Oldenbourg Verlag.

    Google Scholar 

  • Kraut, R. E., und P. Resnick. 2011. Building successful online communities: Evidence-based social design. Cambridge: MIT Press.

    Google Scholar 

  • Lakhani, K., H. Lifschitz-Assaf, und M. L. Tushman 2013. Open innovation and organizational boundaries: The impact of task decomposition and knowledge distribution on the locus of innovation. Handbook of economic organization: Integrating economic and organization theory. Cheltenham: Edward Elgar Publishing. https://books.google.de/books?id=5qcPK0MuCXQC&lpg=PP1&dq=handbook%20of%20economic%20organization&hl=de&pg=PR4#v=onepage&q=handbook%20of%20economic%20organization&f=false.

  • Lane, T. S., J. Armin, und J. S. Gordon. 2015. Online recruitment methods for web-based and mobile health studies: A review of the literature. Journal of Medical Internet Research 17 (7): e183. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4527014/.

    Google Scholar 

  • Larson, K., und R. Watson. 2011. Tying social media strategy to firm performance: A social media analytics framework. ICIS2011 Proceedings. http://aisel.aisnet.org/icis2011/proceedings/onlinecommunity/10/.

  • Lettl, P. D. C., und P. D. G. Speckbacher. 2014. Collaborative Communities als Organisationsform für Innovation. In Motoren der Innovation, Hrsg. C. Schultz und K. Hölzle, 331–341. Wiesbaden: Springer Fachmedien.

    Chapter  Google Scholar 

  • Mabanta, M. 2014. Getting real survey answers out of smart, busy people. https://medium.com/@mia/getting-real-survey-answers-out-of-smart-busy-people-778f5a98e4c6. Zugegriffen: 8. Nov. 2015.

  • Matt, C., T. Hess, und A. Benlian. 2015. Digital transformation strategies. Business & Information Systems Engineering 57:339–343.

    Article  Google Scholar 

  • Matzler, K., J. Füller, B. Koch, et al. 2014. Open strategy – A new strategy paradigm? In Strategie und Leadership, Hrsg. K. Matzler, H. Pechlaner, und B. Renzl, 37–55. Wiesbaden: Springer Fachmedien.

    Chapter  Google Scholar 

  • McAfee, A. 2009. Enterprise 2.0: New collaborative tools for your organization’s toughest challenges. Boston: Harvard Business School Press.

    Google Scholar 

  • Mintzberg, H. 2009. Rebuilding companies as communities. Harvard Business Review 87:140–143.

    Google Scholar 

  • Moss, D., A. Newman, und B. DeSanto. 2005. What do communication managers do? Defining and refining the core elements of management in a public relations/corporate communications context. Journalism & Mass Communication Quarterly 82:873–890.

    Google Scholar 

  • Nonnecke, B., und J. Preece 2000. Lurker demographics: Counting the silent. Proceedings of the SIGCHI 2000 Conference on human factors in computing systems. ACM, New York, NY, 73–80.

    Google Scholar 

  • Pein, V., S. Dückert, S. Goebel, B. Gutmann, L. Konter, S. Michel, B. Oertel, O. Rührig, M. Unterberger, P. Unterberger, S. Evertz, und K. Evertz. 2015. Stellenprofil Social Media Manager. Nordkirchen: Bundesverband Community Management e. V. https://www.bvcm.org/2015/06/social-media-manager-stellenprofil-fuer-arbeitnehmer-und-arbeitgeber/. Zugegriffen: 8. Nov. 2015.

  • Puranam, P., O. Alexy, und M. Reitzig 2014. What’s „new“ about new forms of organizing? Academy of Management Review 39:162–180.

    Google Scholar 

  • Rainie, L., und B. Wellman. 2012. Networked: The new social operating system. Cambridge: MIT Press.

    Google Scholar 

  • Richter, A. 2014. Vernetzte Organisation. München: de Gruyter Oldenbourg https://books.google.de/books?id=wk3pBQAAQBAJ&lpg=PP7&dq=vernetzte%20organisation&hl=de&pg=PP4#v=onepage&q=vernetzte%20organisation&f=false.

  • Rossmann, A., und M. Tangemann. 2015. Kundenservice 2.0: Kundenverhalten und Serviceleistungen in der digitalen Transformation. In Marktplätze im Umbruch, Hrsg. C. Linnhoff-Popien, M. Zaddach, und A. Grahl, 161–172. Springer.

    Google Scholar 

  • Santos F.M., und K. M. Eisenhardt. 2005. Organizational boundaries and theories of organization. Organization Science 16:491–508.

    Article  Google Scholar 

  • Schmitz, C. 2015. LimeSurvey: An open source survey tool. https://manual.limesurvey.org/LimeSurvey_Manual. Zugegriffen: 8. Nov. 2015.

  • Schneider, A., von Krogh, G., Jäger, P. 2013. „What’s coming next?“ Epistemic curiosity and lurking behavior in online communities. Computers in Human Behavior 29:293–303.

    Google Scholar 

  • Smyth, J. D., und J. E. Pearson. 2011. Internet survey methods: A review of strengths, weaknesses, and innovations. In Social and behavioral research and the Internet. Advances in applied methods and research strategies, Hrsg. Das, Ester, Kaczmirek, 11–43. New York: Taylor and Francis Group.

    Google Scholar 

  • Sproull, L., und M. Arriaga. 2007. Online communities. In Handbook of computer networks, Hrsg. H. Bidgoli, 898–914. New York: John Wiley & Sons, Inc.

    Google Scholar 

  • Temple, E. C., und R. F. Brown. 2012. A comparison of internet-based participant recruitment methods: Engaging the hidden population of cannabis users in research. Journal of Research Practice 7:2.

    Google Scholar 

  • Van de Ven, A. H. 2007. Engaged scholarship: A guide for organizational and social research. Oxford: Oxford University Press.

    Google Scholar 

  • Van de Ven, A. H., und P. E. Johnson. 2006. Knowledge for theory and practice. Academy of Management Review 31:802–821.

    Article  Google Scholar 

  • Wagner, D., G. Vollmar, und H.T. Wagner. 2014. The impact of information technology on knowledge creation: An affordance approach to social media. Journal of Enterprise Information Management 27 (1):31–44.

    Google Scholar 

  • Wagner, D., J.M. Schnurr, B. Ellermann, T. Laub, S. Enke, und S. Lämmer. 2015. Zum Status von Social-Media- und Community-Management in D-A-CH. Nordkirchen: Bundesverband Community Management e. V. für digitale Kommunikation und Social-Media. https://www.bvcm.org/studie-zum-status-von-social-media-und-community-management-download-des-reports/. Zugegriffen: 8. Nov. 2015.

  • Wagner, D., H.T. Wagner, und B. Ellermann. 2016. Online Communities als quelle von ideen und innovationen. Ideen- und Innovationsmanagement 1:7–11..

    Google Scholar 

  • Wallace, P. M. 2001. The psychology of the Internet. Cambridge: Cambridge University Press.

    Google Scholar 

  • Wang, X., B. S. Butler, und Y. Ren. 2013. The impact of membership overlap on growth: An ecological competition view of online groups. Organization Science 24:414–431.

    Article  Google Scholar 

  • Westerman, G., D. Bonnet, und A. McAfee. 2014. Leading digital: Turning technology into business transformation. Harvard Business Press.

    Google Scholar 

  • West. J., und K.R. Lakhani. 2008. Getting clear about communities in open innovation. Industry & Innovation 15:223–231.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. German Graduate School of Management and Law, Heilbronn, Deutschland

    Dr. David Wagner

  2. Universität der Bundeswehr München, Neubiberg, Deutschland

    Jan-Mathis Schnurr

  3. Technische Universität Dortmund, Dortmund, Deutschland

    Dr. Susanne Enke

  4. buw digital, Osnabrück, Deutschland

    Ben Ellermann

Authors
  1. Dr. David Wagner
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Jan-Mathis Schnurr
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Dr. Susanne Enke
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Ben Ellermann
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to David Wagner .

Editor information

Editors and Affiliations

  1. Bietigheim-Bissingen, Baden-Württemberg, Germany

    Alexander Rossmann

  2. München, Germany

    Gerald Stei

  3. SocialMedia Institute (SMI), Nürtingen, Germany

    Markus Besch

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer Fachmedien Wiesbaden GmbH

About this chapter

Cite this chapter

Wagner, D., Schnurr, JM., Enke, S., Ellermann, B. (2016). Auf dem Weg zur vernetzten Organisation. In: Rossmann, A., Stei, G., Besch, M. (eds) Enterprise Social Networks. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-12652-0_3

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-12652-0_3

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-12651-3

  • Online ISBN: 978-3-658-12652-0

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation