Document (#37995)

Author
Sen, W.
Title
Social Media Measurement : Methoden zur automatischen Reichweitenmessung von Beiträgen in Webforen
Imprint
Köln : Social-Media-Verl.
Year
2013
Pages
268 S
Isbn
978-3-941835-23-8
Series
Social Web; No.5
Abstract
Dieses Werk beschäftigt sich mit der Erstellung eines Konzepts zur automatischen Messung von Reichweiten einzelner Postings in Socual Media mit dem Schwerpunkt Webforen. Die wesentliche Fragestellugn ist: Kann man automatisch auswerten und aufzeigen, wann ein Beitrag in einem Webforum eine hohe Reichweite erreicht hat oder erreichen wird? Die Ergebnisse sind Methoden, die solche Messungen automatisch vornehmen können, ohne dass Nachrichten von einem Menschen oder von einer Maschine intellektuell oder automatisch gelsesen werden müssen. Hintergrund dieses Vorgehens ist der, dass in Social Media eine sehr hohe Anzahl von User Generated Content zu verschidenen Themen vorhanden ist. Im weiteren Verlauf dieser Arbeit wird vor allem auch aufgezeigt, wie ein solches Konzept technisch umsetzbar ist. Daher werden Inhalte von Webforen zunächst aufbereitet, um dann die hier vorgestellten Methoden mit Hilfe einer speziellen Software darauf anzuwenden. Diese Erkenntnis führt dazu, dass sich Unternehmen aus einer großen Anzahl von Beiträgen im Social Web diejenigen anzeigen lassen können, die das Potenzial haben, eine hohe Reichweite zu erreichen oder bereits erreicht haben. Das würde bedeuten, dass beipsielsweise Trends und Issues frühzeitig von Unternehmen erkannt werden können. Außerdem erleichtert diese Methode Marktforschern und anderen Zielgruppen "die Suche nach der Nadel im Heuhaufen".
Footnote
Zugl.: Düsseldorf, Univ., Diss.
Theme
Internet
Field
Kommunikationswissenschaften
RSWK
Social Web Subject / Internetbasierter Dienst / Messung
DDC
330
GHBS
QBK (FH K)

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