Trends come and go
What was new yesterday may no longer exist tomorrow. What is laughed at as unimportant today can be “The Next Big Thing” the day after tomorrow.
What came? What remained? What do we just remember with a smile lost in thought? And who had Angs before new developments such as Second Life?
Second Life - see and be seen
Fear of Second Life - 2004 were not so few! The virtual world in which people move as avatars, communicate with each other and also trade, was one of the first forms of social media. Users get in touch with each other and even Company such as Adidas, Mercedes Benz or Sony Music opened “branches”.
It came to the direct meeting of companies with their target groups in a parallel world. However, a crucial difference to modern forms of the Business Social Web is communication. The personal dialogue between company representatives and (potential) customers did not exist yet.
Seeing and being seen was the only form of social encounter between private individuals and companies. Did you know that “Second Life” still exists? It does! It even has 36 million registered users worldwide.
The rise of Facebook and Twitter
Facebook, Twitter, YouTube - social media platforms sprang up between 2004 and 2007. The first YouTube video from 2005, “Me at the zoo”, has been watched by 15 million users to date. In 2007 Facebook company pages were officially launched.
Coca-Cola and Microsoft were among the first companies to recognize their opportunity as a host on the social web and set up a fanpage. The first virtual dialogues between brands and fans developed. Social media as a branding and image channel was discovered.
Corporate blogs as a push channel
The interest in private blogs - online diaries, as one had to explain at the time - was growing steadily. 2007, Daimler was one of the pioneers in the German-speaking market, which put their own company blog online.
Selected information in article form was shared with interested parties. The managers quickly realized that corporate blogs are more suitable for employer branding and recruiting.
The target group was increasingly searching online for information about potential employers and was interested in the authentic opinions and experiences of current employees.
So it is not surprising that 2010 has already run a blog every second DAX-30 company. 43 percent of these are career blogs. Companies must learn to learn that authenticity is more important than apparent perfection.
At the latest, 2011 was recognized that social media will not be a hype. This does not apply to private or professional use. The Cologne University of Applied Sciences is the first academic institution to offer 2011 an official and certified social media course.
2012, 86 percent of all German companies are present on Facebook and 28 percent have their own corporate blog. 2013, 16 percent of all German companies employ at least one Social Media Manager.
The end of growth?
An end to the growth of social media in the corporate sector is currently not foreseeable. Above all, large companies, but also more and more SMEs see the potentials of social media and want to use them for themselves.
The demand for professional consulting and analysis in the social media sector, in order to improve decisions in marketing, communication or personnel marketing and to get in contact with the target groups does not detract.
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