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Social Media for Scientific Institutions

How to Attract Young Academics by Using Social Media as a Marketing Tool

  • Book
  • © 2015

Overview

Authors:
  1. Daniel Hurrle

    1. Marketing, HWR Berlin, Berlin, Germany

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    You can also search for this author in PubMed   Google Scholar

  2. Julia Postatny

    1. Marketing, HWR Berlin, Berlin, Germany

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    You can also search for this author in PubMed   Google Scholar

  • Study in the field of economic sciences
  • Includes supplementary material: sn.pub/extras

Part of the book series: BestMasters (BEST)

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Table of contents (5 chapters)

  1. Front Matter

    Pages I-XVIII
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  2. Introduction

    • Daniel Hurrle, Julia Postatny
    Pages 1-4

  3. Theoretical Foundations

    • Daniel Hurrle, Julia Postatny
    Pages 5-34

  4. Situational Analysis

    • Daniel Hurrle, Julia Postatny
    Pages 35-75

  5. Social Media Concept

    • Daniel Hurrle, Julia Postatny
    Pages 76-101

  6. Conclusion

    • Daniel Hurrle, Julia Postatny
    Pages 102-108

  7. Back Matter

    Pages 109-117
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Keywords

About this book

This book covers relevant topics of social media in the area of research institutes. Daniel Hurrle and Julia Postatny follow the research question of how social media can empower the communication of such institutes by using the example of the Berlin-Brandenburg Academy of Sciences and Humanities. Based on a comprehensive analysis of the designated target group of young academics, a holistic social media concept is developed with clear guidelines for immediate application and implementation. Diagrams, illustrations, models and short summaries after each section facilitate the understanding of the process and complex decisions and lead the reader gently through the topic.

Authors and Affiliations

  • Marketing, HWR Berlin, Berlin, Germany

    Daniel Hurrle, Julia Postatny

About the authors

Daniel Hurrle and Julia Postatny completed their Master’s Degree under the supervision of Prof. Dr. Dirk-Mario Boltz in International Marketing Management (M.A.) at the Berlin School of Economics and Law. With several long-term stays in the USA, Canada, Singapore and Europe along with hands-on experience in international companies they gained outstanding skills and know-how for their future marketing career.

Bibliographic Information

  • Book Title: Social Media for Scientific Institutions

  • Book Subtitle: How to Attract Young Academics by Using Social Media as a Marketing Tool

  • Authors: Daniel Hurrle, Julia Postatny

  • Series Title: BestMasters

  • DOI: https://doi.org/10.1007/978-3-658-08822-4

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2015

  • Softcover ISBN: 978-3-658-08821-7Published: 27 February 2015

  • eBook ISBN: 978-3-658-08822-4Published: 30 January 2015

  • Series ISSN: 2625-3577

  • Series E-ISSN: 2625-3615

  • Edition Number: 1

  • Number of Pages: XVIII, 117

  • Number of Illustrations: 34 b/w illustrations

  • Topics: Marketing, Management, Public Administration

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