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Web 2.0

Web 2.0


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About the Book

Mit dem Schlagwort "Web 2.0" vollzieht sich ein grundlegender Strukturwandel des Internet. Ein wachsendes Spektrum von Anwendungen eröffnet dem einzelnen Nutzer mehr Mitwirkungsmöglichkeiten. Er kann selbst Inhalte erstellen und für andere zugänglich im Netz ablegen. Neue Instrumente erlauben ihm, seiner Stimme öffentlich Gewicht zu verleihen. Zunehmend wird davon Gebrauch gemacht - mit teilweise erheblichen Folgen für die betroffenen Unternehmen. Ist das "Web 2.0" aus Sicht der Unternehmenskommunikation nur ein Phantom oder ein ernstzunehmendes Phänomen? Diese Frage wird im Rahmen der folgenden Arbeit beantwortet. Gespräche über eine Marke oder ein Produkt sind im Internet archiviert und geben wertvolle Hinweise auf Stimmungen, Bedürfnisse und Optimierungsmaßnahmen. Insbesondere kleineren Unternehmen bieten sich mit stark begrenztem Kommunikations-Budget und stark spezialisierten Produkten erhebliche Chancen ihre Zielgruppe direkt zu erreichen Auf der anderen Seite weicht das Meinungsmonopol der Massenmedien zunehmend auf. Kunden, Geschäftspartner, Investoren, die eigenen Mitarbeiter oder potentielle Bewerber nutzen das Internet als Erst-Informationsquelle. Nachrichten und Gerüchte verbreiten sich in nur wenigen Augenblicken und sind von Unternehmensseite nur schwer zu kontrollieren. Die eigene Reputation und Marke werden angreifbarer. Die Gefahr von Kommunikationskrisen steigt. In der vernetzten Welt des Web ist Kommunikation mit den bisherigen Methoden nicht länger steuerbar. Die Arbeit beginnt mit einer eingehenden Erläuterung des Begriffes "Web 2.0". Es folgt eine quantitative und qualitative Analyse der aktuellen Internet-Nutzung in Unternehmen und Bevölkerung. Dabei wird besonders auf die bisherige Praxis der Unternehmenskommunikation im Web und die Rolle des Internet als Informationsquelle eingegangen. Der Wandel der Kommunikationsumwelt durch das Web 2.0 steht im Mittelpunkt des zweiten Abschnittes. Neben Veränderungen im Informationsverhalten werden die n


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Product Details
  • ISBN-13: 9783836653190
  • Publisher: Diplomica Verlag Gmbh
  • Publisher Imprint: Diplomica Verlag Gmbh
  • Height: 254 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Chancen und Risiken für die Unternehmenskommunikation
  • Width: 178 mm
  • ISBN-10: 3836653192
  • Publisher Date: 24 Sep 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 272 gr


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