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böse!",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},"DateTime",1250500928,"UTC","+00:00","2009-08-17T09:22:08+00:00",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},{"__typename":16,"id":17,"name":18,"direction":19},"/blog/social-media-marketing-ist-nicht-boese",[92,99,106],{"__typename":93,"tag":94,"attributes":95},"MetaTagValue","meta",{"__typename":96,"name":97,"content":98},"MetaTagValueAttributes","title","Social Media Marketing ist nicht böse! | Liechtenecker UX Design 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Experience","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":123,"timezone":85,"offset":86,"time":124},1713772777,"2024-04-22T07:59:37+00:00",[126,129,133],{"__typename":93,"tag":94,"attributes":127},{"__typename":96,"name":97,"content":128},"UX/UI Design | Liechtenecker UX Design Studio",{"__typename":93,"tag":94,"attributes":130},{"__typename":96,"name":131,"content":132},"description","Themen aus dem Bereich Design & User Experience",{"__typename":100,"tag":101,"attributes":134},{"__typename":103,"href":135,"hreflang":13,"rel":105,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/design",[137,142,146,150],{"__typename":138,"id":139,"name":140,"path":141,"weight":116},"TermTags","166","Black Hat","/tag/black-hat",{"__typename":138,"id":143,"name":144,"path":145,"weight":116},"1187","Social Media 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class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=ljpRLuD9 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=IZQ-TiqE 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"500\" height=\"500\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=G0OweuUu 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=QvXiIBIJ 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"500\" height=\"500\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=tY7SUTVX 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=yxMTP8x2 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"500\" height=\"500\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=Wo17eXZu 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=6l3dSwTP 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"480\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=roywFNiH 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.webp?itok=Jyhyde58 2x\" type=\"image/webp\" width=\"500\" height=\"500\">\n                  \u003Cimg loading=\"lazy\" width=\"500\" height=\"500\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese_kreis-1.jpg.jpg?itok=Jyhyde58\" alt=\"social_media_marketing_ist_nicht_boese_kreis\" title=\"Social Media Marketing ist nicht böse\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003C/a>\u003Cp>Auf dem empfehlenswerten \u003Ca href=\"http://www.searchenginejournal.com/social-media-white-hat-vs-black-hat/12493/\" target=\"_blank\" rel=\"noopener noreferrer\">Search Engine Journal\u003C/a> hab ich einen Artikel über „Social Media White Hat“ vs. „Social Media Black Hat“, gelesen. Damit ist Böses vs. Gutes Social Media Marketing gemeint. Wenn wir mal das Schubladen-Denken außer Acht lassen, finde ich den von \u003Ca href=\"http://www.liechtenecker.at/blogeintrag/letzte-atemzuege-des-seo-betruges/\" target=\"_blank\" rel=\"noopener noreferrer\">Suchmaschinenoptimierern bekannten Ansatz\u003C/a>, auch bei Social Media Marketing nicht uninteressant. Vor allem über Twitter findet derzeit eine Welle von verzweifelten Werbe-Spams statt und \u003Ca href=\"http://www.liechtenecker.at/blogeintrag/corporate-twitter-misere-allianz24at/\" target=\"_blank\" rel=\"noopener noreferrer\">schlecht gemeinten Marketingkampagnen\u003C/a>. Ich sage nur „Geld verdienen in 20 Stunden“ oder „Wie Sie in 10 Tagen 10000 Follower aufbauen“ usw. Dass es sich hierbei eigentlich gar nicht um Social Media Marketing, sondern um Spam handelt, ist offensichtlich.\u003Cbr>\n\u003C/p>\n\u003Ch4>White Hat – Black Hat?\u003C/h4>\n\u003Cp>Diese Begrifflichkeiten oder eher Zuordnungen werden/wurden im Suchmaschinenmarketing verwendet. So genannte White Hat Suchmaschinenoptimierer gehen bei ihren Methoden den legalen, nachhaltigen Weg, während Black Hats zu riskanten und nicht den Richtlinien entsprechenden Optimierungstechniken greifen. Dies kann zum schnellen aber auch negativem Erfolg führen. Wie kann das nun bei Social Media Marketing verglichen werden? Ganz einfach Quantität vs. Qualität.\u003C/p>\n\u003Ch4>Social Media Marketing- Schwarz/Weiss\u003C/h4>\n\u003Cp>Man kann es eigentlich gar nicht oft genug sagen. Erfolgreiches \u003Cstrong>Social Media Marketing ist keine Werbe Kampagne.\u003C/strong> Es bringt nichts quantitative Werte, wie Hunderte/Tausende Follower aufzubauen oder auf jeder Network-Plattform die User anzubrüllen, irgendwelche Videos zu posten oder einen \u003Ca href=\"http://www.liechtenecker.at/blogeintrag/corporate-blog-persil-blog/\" target=\"_blank\" rel=\"noopener noreferrer\">schlecht gemachten Corporate Blog\u003C/a> oder \u003Ca href=\"http://www.liechtenecker.at/blogeintrag/schlechte-kampagne-procter-gamble/\" target=\"_blank\" rel=\"noopener noreferrer\">gar eine Community aufzusetzen\u003C/a>. Damit entsteht der altbekannte klassische (mit dem Megafon) One-Way-Dialog, den wir aus der Werbung kennen. Genau dies wollen die User nicht: Werbung.\u003Cbr>\nViel wichtiger ist es die eigentlichen Ziele des Social Media Marketings im Vorfeld zu analysieren\u003Cem> (Was will man damit erreichen?)\u003C/em> und zu kennen \u003Cem>(Ethik und Moral)\u003C/em> und sich dementsprechend zu engagieren. Social Media = „Menschen, die online Gespräche führen“. Um bei diesen Gesprächen teilnehmen zu können, sollte auch etwas Interessantes und authentisches geboten werden, am besten innerhalb eines \u003Ca href=\"http://www.liechtenecker.at/blogeintrag/corporate-blog-und-integrierte-kommunikation/\" target=\"_blank\" rel=\"noopener noreferrer\">integrierten Kommunikationskonzeptes\u003C/a>.\u003Cbr>\nWer will nicht über Produkte oder Dienstleistungen informiert werden, für die man sich interessiert, oder mit den Unternehmen schnell und unkompliziert in Dialog treten. Es kann auch spannend sein, wie so eine Firma so tickt oder über den Social Media Marketing Kanal Innovationsmanagement zu betreiben (Bsp: „Es wäre doch gut, wenn es auch diese Funktion gäbe“). Daran ist gar nichts böse oder schlecht.\u003Cbr>\nDas die Diskussionen um Social Media derzeit sehr spannungsgeladen sind ist klar. Zum einen ist es neu und \u003Ca href=\"http://twitter.com/AngieDor/status/3359465645\" target=\"_blank\" rel=\"noopener noreferrer\">es herrscht Informationsmangel,\u003C/a> was SMM überhaupt ist, zum anderen wird gerade viel Missbrauch via Spam betrieben. Das Social Media Marketing funktionieren kann, \u003Ca href=\"http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">zeigen die positiven Beispiele\u003C/a>. Bald wird es zu unserem Surfalltag gehören und aufgrund der Qualität wird sich auch die Spreu vom Weizen trennen.\u003Cbr>\nZum Abschluss noch: Social Media Marketing ist weder DIE Lösung für Neukundengewinnung oder eine eierlegende Wollmilchsau. Es ist ein ergänzender Kommunikationskanal, der wohl überlegt sein sollte. Im Prinzip ist es eher Online PR und das aber bitte mit dem weißen Hut 🙂\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n",{"__typename":158,"id":159,"excludeFromScreenreader":13,"mediaImage":160,"name":165,"path":168,"status":20},"MediaImage","2161",{"__typename":161,"url":162,"width":163,"height":164,"alt":165,"title":165,"size":166,"mime":167},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2015/02/social_media_marketing_ist_nicht_boese-1.jpg",1920,1280,"Liechtenecker Büro",199023,"image/jpeg","/media/2161/edit","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://liechtenecker.at/blog/social-media-marketing-ist-nicht-boese/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Social Media Marketing ist nicht böse! - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Auf dem empfehlenswerten Search Engine Journal hab ich einen Artikel über „Social Media White Hat“ vs. „Social Media Black Hat“, gelesen. Damit ist Böses vs. Gutes Social Media Marketing gemeint. Wenn wir mal das Schubladen-Denken außer Acht lassen, finde ich den von Suchmaschinenoptimierern bekannten Ansatz, auch bei Social Media Marketing nicht uninteressant. 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Echt! Und so sieht unsere Antwort aus.",{"__typename":158,"id":184,"excludeFromScreenreader":13,"mediaImage":185,"name":191,"path":192,"status":20},"3364",{"__typename":161,"url":186,"width":187,"height":188,"alt":189,"title":13,"size":190,"mime":167},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/2026-04/Headerbilder%20Blogartikel%20Behind%20the%20scene%20Accessibility%20Audit.jpg",2880,1300,"Headline mit Sujet: Tastatur mit Symbolen für Barrierefreiheit im Fokus auf hellem  Hintergrund",838204,"Headerbilder Blogartikel Behind the scene Accessibility Audit.jpg","/media/3364/edit",{"__typename":79,"id":194,"title":195,"path":196,"wpTeaserText":197,"wpPromotedTeaserImage":13,"wpHeaderImage":198},"1616","Agentic KI trifft Design-System: Wie unser Presentation Maker entstand.","/blog/agentic-ki-trifft-design-system-wie-unser-presentation-maker-entstand","Nein, wir wollen euch jetzt nicht erzählen, was KI alles kann. 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