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Digitalization of Communication – Insights from the German Digitalization Consumer Report 2014

Digital phones, digital TV, digital newspapers, digital shopping – digitalization is omnipresent these days. But digitalization is far more than that. Digitalization induces serious changes in consumer behavior that managers should bear in mind to stay on track within the … Continue reading

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FBI spricht mit Facebook, Google und Microsoft über Hintertüren

Das FBI führt derzeit Gespräche mit Internetfirmen über einen Gesetzesvorschlag, der sie zwingen würde, FBI-Ermittlern Hintertüren einzurichten. Betroffen sind unter anderem Facebook, Google, Microsoft und Yahoo. Das FBI erklärt ihnen im Beisein von Vertretern des Weißen Hauses und mehrerer Senatoren, … Continue reading

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It’s no secret that celebrities are very popular in all kinds of social networks. Ashton Kutcher, Britney Spears, and Lady Gaga, each one of them alone has 10, 14, and even 21 million fans on Twitter and 12, 18, and more than 49 million (!) fans on Facebook! These numbers are very impressive and it was only a matter of time until they started capitalizing on these assets. For example, the nomination of Ashton as successor of Charlie Sheen in Two and a Half Men is widely attributed to his success and popularity in social networks.

Last Saturday, Lady Gaga, the social network queen, announced in The Economist to go one step further and start her own social network about music, concerts, merchandise, and, of course, herself. LittleMonsters.com starts as an invitation only project with 10,000 “superfans”, comparable to the Google+ launch last year. The network will be operated by her manager’s tech company The Backplane, a social network-start-up specializing on celebrities.

What can companies learn from social networking celebrities? Andreas Kaplan and Michael Haenlein just released a scientific case study, published in Business Horizons, where they focused on Britney Spears’s social media activities during the launch of her album Femme Fatale in 2011. They analyzed the “interplay of postings on Twitter, YouTube, and Facebook – combined with comments on her webpage” and show “a prime example of social media usage to support new product introductions.”

Their lessons learned are:

  • Choose the right mixture of platforms
  • Align your social media strategy with your overall brand strategy
  • Have an interesting story to tell
  • Follow the social media code of conduct (honesty, unprofessionalism, integrity, etc.)

Good reading for getting started social media.

You can read the full paper here:

JvdE

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Here at last: Our findings on the “Twitter Effect”…

We (that’s Prof. Caroline Wiertz from City University London, former doctoral student Fabian Feldhaus, and myself) started our long-term investigation of the “Twitter Effect” in early 2009. [The “Twitter Effect” refers to the  potential impact of Twitter tweets on the early … Continue reading