My report on Twitter in German companies has just been published by changeX. My conclusion: If companies use social media useful If you want to use them, you have to open them. And dare.

Best of HR – Berufebilder.de®

If you could as you like

Because somehow they would want to, but they don't really dare. For German companies, Twitter is still largely unknown territory. One has Anxiety, make mistakes, make a fool of yourself. The typical perfectionist attitude of German companies.

Companies with social media can only win: a better image, new ones customers, the best employees. But the price for this is: opening up, away from outdated structures, towards the Web 2.0 idea.

Platform for self-acting?

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To be a platform on which self-proponents live out their profile neuras by chatting about banalities - this call will not lose quite well in Germany, especially in Germany:

This is how Harald Martenstein, one of the best known, polemicized critic, for example in his ZEIT column about the triviality of tweeting.

Only 140 characters, but 50 million users!

Martenstein wrote as late as March 2009: “If I wanted to, I could communicate continuously using modern machines and People, which I hardly know, send mini-texts with little content.” The tenor of his Criticism: What is meaningful to say in 140 characters?

About 50 million users worldwide are different Opinions - Ascending trend. In the past year alone, Twitter achieved growth rates of 1.460 percent. In Germany, too, a good two million people have now been infected by the Twitter virus. Here is the Idea behind it is simple, but that's exactly where the attraction lies: More than 140 characters per text message, the so-called tweets, are not allowed to add a Information to get rid of.

Our communication behavior is changing!

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Likewise, only 140 characters are available for the personal introduction, the so-called bio. This forces you to keep it short and concise to the core of a statement – ​​probably the main reason for that Success of the microblogging tool Twitter, in addition to the social media approach, of course: by following other people on Twitter – in other words, subscribing to their tweets in an old-fashioned way – they form networked swarms of like-minded people.

The Significance The use of the word Twitter underlines the informal aspect Character of the medium, and many tweets are still about private things. But anyone who wants to dismiss chirping as a leisure and fashion phenomenon is wrong: Microblogs are in the process of decisively changing our communication behavior. And are increasingly establishing themselves as a professional means of communication that enables information and links to be exchanged quickly.

The uncertainty is great

Companies are often still unsure about how to use Twitter. Therefore, it is even more important to try it out, even if not every campaign can succeed immediately. But most of them worry about making mistakes.

In fact, companies' biggest concern seems to be not engaging with Twitter for fear of making mistakes, or only doing so on supposedly safe ones ways to do. Perfectionism instead of innovative spirit Problem, which I publish elsewhere on Best of HR - Berufebilder.de®, in a series on perfectionism, and in my perfectionism book, The 110%lie. Achieve more with less perfection” which I have already described in detail.

Perfectionist personnel

But what does that mean in relation to social media? "Many companies are not aware of the opportunities they are wasting," says Thorsten zur Jacobsmühlen, who as Recruiting-Strategic company also advises on personnel marketing. And he advises less perfectionism:

“Especially in human resources, you often rely on established paths. The creative people in the marketing department should do innovative or even crazy things. Because the success of a Company however, depends on the quality of its employees, requires competition for the best Candidate also from personnel marketing to break new ground.” describes the perfectionism of Jacobsmühlen HR.

Good image for First Mover

The Commitment Deutsche Bahn, for example, arouses curiosity and gives the company more for the next project awareness – good for employer branding, as explained by Jacobsmühlen:

“The fact that Deutsche Bahn dares to be a first mover in some areas, such as Twitter, makes it interesting for well-trained specialists who are looking to get a job in an innovative and modern company.” And they – and this is where we come full circle – understand social media as part of their professional practice. Innovative people are fighting over the fact that many good people simply don't want to work behind a firewall with Westwall qualities Executives in German corporations mighty hair.

Businesses need to experiment on the Web 2.0

Let's summarize: At the moment, companies are just beginning to experiment with the possibilities of Twitter. They try and go so many wrong ways. And most are afraid of making mistakes. The biggest problem, however, is that the closed structures of many companies do not really suit Twitter. Attempts to adapt Twitter to company structures only work to a limited extent.

Nevertheless, Twitter, like the entire social media movement, has its own dynamic that is ultimately not defined by a company manipulate will let. This dynamic is currently changing all of our communication behavior. Therefore, companies that want to keep their customers and care for them Future want to secure the best employees, rethink. And that means that they not only change their communication behavior, but also their entire structures.

Companies need to trust!

Because in order for Twitter – and social media as a whole – to really work in German companies, they first have to dare to really try out the new medium and also allow mistakes from which they can learn. you would have to Trust in their employees, their initiative and creativity develop.

And they really need to open up and become transparent to the web, their customers, and potential employees. So companies would need a piece Control and give up power. gewinnen they could do a lot, as the examples show: a better image, new customers, the best employees. You just have to dare!


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