Social Media and Social Networks have changed the media landscape profoundly. In the seminar we will take a closer look at what has changed (on a micro and macro level) and what implications this has had and is still having for both new market entrants and more traditional players. This involves, among others, the investigation of questions such as:
- What has changed, and why?
- What are the business / financing models and strategies of (comparatively new) Social Media platforms and providers?
- Are there particular success models?
- In which way do Social Media companies disrupt the models and workings of established, traditional media players?
- What, in turn, do traditional media companies and organizations do as a consequence, and how do they integrate Social Media to their advantage?
All this should lead to a better understanding of changes in the media sector resulting from the emergence of Social Media providers and platforms. The seminar furthermore aims to provide insights into how Social Media can be used in a beneficial way by traditional media companies and organizations.

Formalities:
As to the seminar dates, some flexibility may be required by participants (possible shifting of dates). The course language is English.
For the first session, seminar participants are expected to prepare and give a short (5 min) 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") and topics to be covered will be allocated in the first meeting.

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
- Whatever you can lay your hands on regarding strategies of Social Media platforms and providers
- Strategies and activities of established media organizations, focusing on the regarding integration of Social Media in their offers Schließen