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Corporate Communications Today Course Module 1: Introduction Susanne Robra-Bissantz
Corporate Communications Today Course Module 1: Introduction
Susanne Robra-Bissantz
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2
Corporate Communications in traditional Media Marketing
Market-Research
Positio-ning Message Persua-
sion
Mission Topics Press-release
Under-standing
Public Relations
Topics IC-Systems Incentives „Company
Brain“
Internal Communications
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Corporate Communications in traditional Media
AIDA: Selling Products
Attention
Corporate Social Responsibility
Communicate Quality
Reputation Complaint Management
Recruiting
Marketing
Market-Research
Positio-ning Message Persua-
sion
Mission Topics Press-release
Under-standing
Public Relations
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Corporate Communications in traditional Media
Idea Management
Knowledge Management
Project Management
Innovation Management
Employees‘ Satisfaction
Learning Organisation
Topics IC-Systems Incentives „Company
Brain“
Internal Communications
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Corporate Communications in traditional Media Marketing
Market-Research
Positio-ning Message Persua-
sion
Mission Topics Press-release
Under-standing
Public Relations
Topics IC-Systems Incentives „Company
Brain“
Internal Communications
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 6
Corporate Communications
using Social Media
are
Corporate Communications
in a Cooperative Web Society.
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Course Modules
CM 2 Cooperation
CM 3 „Marketing“
CM 1 Social Media
CM 4 Innovation
CM 5 Knowledge
CM 6 Web Society
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Web 2.0 / Social Media (wikipedia.org)
Web 2.0 is a term coined in 1999 to describe web sites that use technology beyond the static pages of earlier web sites. A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where people are limited to the passive viewing of content.
Social media allow to create and exchange user-generated content. I.e. Social media are social software which mediate human communication. When the technologies are in place, social media is ubiquitously accessible, and enabled by scalable communication techniques.
Technology and Evolution • Broadband connections and „clouds“ • Always and everywhere available and usable, • Interactive communication and multimedia contribution, • Easy and intuitively to use for everybody, • Communication between humans.
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Crime Scene: Facebook
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The fact is that this invention ... • will produce forgetfulness in the souls of those who use it.
• They will not need to exercise their memories, calling things to mind no longer from within themselves by their own unaided powers, but under the stimulus of external marks that are alien to themselves.
• And as for wisdom, it will be widely found without benefit of an instruction; in consequence, people entertain the delusion that they have wide knowledge, while they are, in fact, for the most part incapable of real judgment.
Plato on Writing, 390 a.D.
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Standard Situations of Technology Criticism (Kathrin Passig)
1. What the hell is it good for?
2. Who on earth will ever want something like that?
3. There is only a priviledged or dogdy minority that will use that.
4. This is fashion. This will quickly disappear.
5. This has no consequences on what I‘m doing.
6. I tried it. But it doesn‘t work properly. Or: but it is too expensive.
7. We have to be careful. Children or weak characters will not be able to handle that.
8. There are people, that act as if they cannot live without it any more. This is a sign for bad
breeding.
9. The new technology changes whatever we did without it before to the worse (Reading,
Calculating, Writing, Networking).
… Unlearning…
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Unlearning!
Social Media?
Computer Games
(Addiction, Isolation)
Television (escapist,
influencing) Email
(Information overflow,
unemotional)
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Examples of Social Media
Wiki: contribute knowledge, work jointly on articles, find and link articles
Social Network: network, build groups, contribute and follow acitvities
Blog: Contribute interesting or exciting ideas, comment, search (Tagcloud), in timely order.
Twitter: distribute short messages to friends, follow, search for news (Hashtag, #).
YouTube: publish videos, search, comment, broadcast like a TV channel.
