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Social-Media-Content professionell zu managen, ist für Journalisten, PR-, Medien- und Marketingspezialisten eine neue Schlüsselqualifikation. Dieses Buch zeigt, wie Content zielgruppengerecht generiert und eingesetzt wird. Es erklärt, wie Sie Social-Media- Content-Kampagnen planen und umsetzen können und dass die Qualität des Contents letztlich über den Erfolg entscheidet. Fallanalysen, über 50 Unternehmensbeispiele sowie 130 Farb- und S/W-Abbildungen machen das Buch zu einem nützlichen Begleiter für Studierende und alle, die beruflich Social-Media-Content erstellen.

To date, little attention has been given to the analysis of the media coverage of offshore wind in Ireland. This study aimed to identify arguments used to present offshore wind to the public, while the sector is at a nascent stage of development. The study was conducted as part of a wider body of research on public perception of offshore wind in Ireland. This report examines the coverage of offshore wind in the Irish printed news media between 2015 and 2019. Articles about offshore wind were studied in four Irish newspapers to see if it was possible to identify any trends. Five main themes were identified and analysed; government, economy, environment, society and research. It was observed that coverage of these frames remained largely the same with government and economic themes dominating. This study reveals slow but consistent progress towards the inevitable expansion of the offshore wind industry in Ireland with coverage intensifying from 2018. Negative sentiment was perceived with regard to coverage of government action or decisions which reveals the importance of framing; this is shown in the context of media informing public opinion.

To date, little attention has been given to the analysis of the media coverage of offshore wind in Ireland. This study aimed to identify arguments used to present offshore wind to the public, while the sector is at a nascent stage of development. The study was conducted as part of a wider body of research on public perception of offshore wind in Ireland. This report examines the coverage of offshore wind in the Irish printed news media between 2015 and 2019. Articles about offshore wind were studied in four Irish newspapers to see if it was possible to identify any trends. Five main themes were identified and analysed; government, economy, environment, society and research. It was observed that coverage of these frames remained largely the same with government and economic themes dominating. This study reveals slow but consistent progress towards the inevitable expansion of the offshore wind industry in Ireland with coverage intensifying from 2018. Negative sentiment was perceived with regard to coverage of government action or decisions which reveals the importance of framing; this is shown in the context of media informing public opinion.

The ever increasing use of new technologies and digitalization led to significantchanges in people's everyday lives. The new media content produced as a result of it led to change ofpatterns of behavior, understanding of social, cultural and political developments both globally andlocally. One such media product, the meme, plays significant role in creating concepts andunderstanding. This process is metaphorical and can tackle different issues by drawing people'sattention and engaging their thinking . Furthermore, it can significantly impact people's biases.

Blogs are a popular way to share personal journals, discuss matters of public opinion, pursue collaborative conversations, and aggregate content on similar topics. Blogs can be also used to disseminate new content and novel ideas to communities of interest. In this paper, we present an analysis of the topological structure and the patterns of popular media content that is shared in blogs. By analyzing 8.7 million posts of 1.1 million blogs across 15 major blog hosting sites, we find that the network structure of blogs is "less social" compared to other online social networks: most links are unidirectional and the network is sparsely connected. The type of content that was popularly shared on blogs was surprisingly different from that from the mainstream media: user generated content, often in the form of videos or photos, was the most common type of content disseminated in blogs. The user-generated content showed interesting viral-spreading patterns within blogs. Topical content such as news and political commentary spreads quickly by the hour and then quickly disappears, while non-topical content such as music and entertainment propagates slowly over a much long period of time.

PurposeThis paper aims to identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust.Design/methodology/approachThis paper addresses the question of how social media content can influence engagement by using a medium-sized Swedish company for an empirical case study. This empirical study is based on a participatory action research methodology. By using the company account on LinkedIn, the authors experimented with relational content to understand the effects on customer-perceived value and trust.FindingsResults reveal that action-oriented messages had a more significant impact on engagement than product-oriented messages and value-based messages.Originality/valueThis paper builds on the existing literature in two ways: drawing upon business-to-business relationships and perceived value and using recent advances in the use of social networking sites to understand the value of co-creation through a participatory culture.