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SoSe 14: Social Media Economics and Strategies

Linda Rath-Wiggins, Jochen Spangenberg

Comments

This seminar will concentrate on Social Media economics, respective strategies and the impact it has on established media. We will take a closer at strategies and business models of Social Media offers such as Facebook, Twitter, YouTube, Storyful and the like. Also, we will examine how older, established media organisations and companies use and integrate Social Media in their strategies and, respectively, transform their models (e.g. how Social Media platforms are used for content aggregation, distribution and audience interaction). All this should allow for comparisons of "old" vs "new" modes of audience engagement, content production and distribution and respective monetization.

Formalities:
As to the seminar dates, some flexibility may be required by participants (possible shifting of dates - a "fall-back date" being 4 July 2014). The course language is English. For the first session on 9 May, seminar participants are expected to prepare and give a short introductory presentation about themselves, outlining interests, experiences to date etc., in any suitable format (e.g. PowerPoint presentation, video, animation etc). Slots for presentations (Referate) are ONLY allocated in the first meeting.

Preparatory / background reading:
- Friedrichsen, Mike and Mühl-Bennighaus, Wolfgang: Handbook of Social Media Management. Value Chain and Business Models in Changing Media Markets. Springer, Berlin / Heidelberg, 2013
- all you can lay your hands on regarding strategies of Social Media platforms and providers
- strategies of established media organisations regarding integration of Social Media in their offers close