PR & communication structures in transition

So far, companies that already have an affinity with social media have used Twitter to search for staff – and for real ones Communication. Other companies are slowly following suit.

Twitter as an important channel for the exchange

A good example of one of these social media-affine companies: Ethority GmbH, which is based on Marketing and strategy development in the field of social media.

Twitter is an important channel for public relations work here, but also for the exchange among each other: Many send messages via the corporate Twitter account Employees tweets from different departments and thus collect the know-how on very different topics such as IT, market research or marketing in an information channel.

Twitter for recruiting?

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It therefore makes sense to use the employee search channels that future employees should use when filling a position: "Even in 140 characters, Twitter offers the opportunity to get an impression of the person," explains press spokeswoman Sabrina Panknin .

“You look at his tweets and you can make a piece out of it Personality read - unlike XING, for example, where you only get a prepared Curriculum vitae finds. " Of course, Panknin also found her job via Twitter: “I posted my job application by tweet and noted the application in my bio, then I received a job offer."

Traditional companies are catching up

But more traditional companies are now also using Twitter on various channels. Mail order giant Otto, for example, has been the only German company to date to also handle its customer service via Twitter since July: Otto responds directly to complaints or answers them in tweets Ask to articles or orders.

It is sometimes difficult to find the Criticism and to admit mistakes, as Thomas Voigt, Director of Economic Policy and Communication at the Otto Group, admits, but this is exactly where the company sees great potential: “The klare The advantage is that we immediately notice what moves the users and can react to it directly.”

Dialogue: valuable hints for improvements

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The Twitter dialog provides the company with valuable information about what users want and what can be further improved by the customer. Nevertheless Otto is still in the trial phase.

Example of speed: “It is ours Objective, our followers on inquiries if possible fast to answer. In some cases, however, it takes a little longer because real-time communication beyond the telephone is not yet part of the routine - we are working on that," says Voigt. Because Twitter is still a learning field: “All in all, we are still in an early phase of the project, which is about how processes can be adapted to this fast medium. But we are very excited about the further development.”

DAX Group: 33 percent without social media

However, not all companies in this country are as progressive as Ethority and Otto: the big ones in particular still have difficulties with social media – and especially with Twitter. Reason: what they don't check can, makes them Anxiety.

A survey conducted by the Munich communications agency PR-COM in September 2009 among the Dax companies shows that the majority of them still do not know how to use the new communication possibilities.

With 33 percent, there are no social media activities and only half of them run Twitter accounts.

Concrete successes difficult to measure

The distrust is certainly also due to the fact that in a company, on the one hand, every issue has to be justified, but on the other hand it is so difficult to measure the success of Twitter in concrete figures. This could be countered, that Twitter is just about more than just visitor numbers or generated sales - namely, opinion formation:

The quantity of Twitter traffic is not as important as its quality, according to Axel Schmiegelow, chairman of the Social Media section of the Bundesverband Digitale Economy (BVDW) explains: “What counts here is the pure branding effect through information that is specifically controlled about the company.

Free information reaches a higher range

In addition, the information that is not provided by the Company are planned and controlled, but are published by the users themselves, have a much higher reach.

The network effects of retweets and link sharing on Twitter should not be underestimated, because they not only lead to brands being perceived positively, but also serve as an early warning system for crisis PR. ”

Social relevance as a criterion?

However, the successes of these network effects are in line with the previous ones Methods of Online-Advertising, which mainly takes click and conversion rates into account, can hardly be recorded. The BVDW now wants to change that by making precisely this social relevance measurable. That is still there Projects However, it is still in the development phase, so that Schmiegelow cannot yet provide any specific information on how the measurement is supposed to work.

But he does give an outlook: “Networking, Contribution and Sharing, for example, are factors that enable advertising and media planners to quantify the value of social media.” The Success Twitter would then be measured, but not controlled, as Schmiegelow explains: “Ultimately, the dynamics of social media are so pronounced that it is inconceivable that they will be affected by campaign bookings sustained will be prevented."

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