Document (#34613)

Author
Herget, J.
Mader, I.
Title
Social Software in der externen Unternehmenskommunikation : ein Gestaltungsansatz zur Messung Bewertung und Optimierung von Web 2.0-Aktivitäten
Source
Information - Wissenschaft und Praxis. 60(2009) H.4, S.233-240
Year
2009
Abstract
Das Internet zeigt seit einiger Zeit einen Paradigmenwechsel an, der einen sozialen Wandel andeutet. Im Fokus dieses Beitrags steht die Frage, ob und in welchem Ausmaß Unternehmen auf die Entwicklungen und Herausforderungen des so genannten Web 2.0 reagieren. In einem ersten Schritt werden Web 2.0-Anwendungen nach dem Merkmal ihrer primären Funktion für das Unternehmen gruppiert. Anschließend wird ein Konzept zur Bestimmung des Nutzens in der externen Unternehmenskommunikation vorgestellt. Dieses Konzept erlaubt die Formulierung verschiedener Metriken zur Bestimmung des Aktivitätsniveaus und des möglichen Leistungsbeitrags für die Unternehmen. In einer ersten Untersuchung wurde dieses Instrument auf die Aktivitäten der im Euro-Stoxx 50 gelisteten Unternehmen angewandt. Das vorgestellte Modell eignet sich ebenso als Benchmarking-Tool im Rahmen der Optimierung von Internet-Auftritten in der b2c-Interaktion (business to consumer).
Theme
Internet
Object
Web 2.0
Area
Informationswirtschaft

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