B2B-Kommunikation: Mit der Social Media Spirale zum sozialen Unternehmen : eine Betrachtung unter besonderer Berücksichtigung einer konstruktivistischen Perspektive

The central question of this dissertation is: „What is a B2B company able to reach with Social media?“. It is the aim of the present work to show what Social media instruments are likely to act as a connection in the communication between B2B companies and their target group in such a way that constructive communication originates and will maintain and at the end of the process an orientation of the target group is conceivable to the company intentions or, even in addition, and which other possibilities of development can arise. As a base a regulation of the subjects Social Media and B2B companies with the signs of the company communication inwards and outside occurs by means of literature search and text analysis. Social media is introduced as a new communication form in the B2B media mix and the different application possibilities theoretically outlines, however, also at conversion examples is made. Because the consideration occurs before the background of constructivist communication theories, these theories are introduced and the attempts resulting from it are made clear. The status of Social media in the communication mix of B2B companies is explicitly worked out and balanced by empiric elevation. The questioning occurred on-line by means of web-based questionnaire as well as off-line by means of personal interviews. The knowledge won out of this is compared to the examination of the valid of the results of other (international) studies on this subject to uncover parallels or controversies and to consider by the theory development.
Theoretically prepared in that manner and practically balanced the representation of the suitability of Social media occurs in the Media Mix with discussion between use and conditions and as well as the theory sketching of the possible integration of Social media with reference to the observation routine. The main features of constructivist theories are connected final with the B2B communication with reference to the observation routine. The theory of the Social Media Spiral and the outlined way to the Social Company touched down of this. The theory is explained extensively and the possible effects are looked critically, as well as tied together in the last chapter referring to running or foreseeable future developments.