Abstract
In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media award winners from 2015-2017 were analyzed. Out of the results of those two analyses, the results were derivate. The results display different usage approaches between the researched networks and the business fields. As result of the research, several contexts approaches for social media posts are defined. The results contain suggestions for the standardization of those contexts and the different approaches how functions from social networks can be used for user interactions. That includes the targeted reactions and standardized reactions of user interactions.
Highlights
This research paper is part of a research project regarding the evaluation of the influence of a socio demographic variable on the usage of Internet services
Social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn
Out of previous research from the field of business transactions in electronic markets and the field of customer analysis in the German market, especially for online customers, the following questions were constructed which are a scientific basement for this publication: 1. Can similarities in the usage of social media be identified for different research business areas within the German online market? 2
Summary
This research paper is part of a research project regarding the evaluation of the influence of a socio demographic variable on the usage of Internet services. The target of this paper is to provide an analysis, based on the questions above, from the usage of social media from enterprises in Germany. Foresighted to the results of this research paper it should be already mentioned that business networks (Xing/LinkedIn) were not used often for social media by German enterprises. The reach of the network SnapChat in Germany still low in comparison with Instagram, Twitter or especially Facebook (Statista, 2017), which is the reason why this research will only focus on Twitter, Instagram, Facebook and the two business networks Xing and LinkedIn. Beside the reach in the networks and for the available user base in Germany, the available functionality is an important criterion for social media interaction. The ways of interaction, from the feature perspective of a social network, is not covered detailed
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