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Jede Woche eine neue Folge.","mic",{"id":430,"name":431,"link":432,"description":433,"icon":350,"children":-1},"cmgq8ownnpwx80jt63ht0ruxg","Artikel","https:\u002F\u002Fomr.com\u002Fde\u002Feducation\u002Farticles","Lies spannende und lehrreiche Artikel unserer Fachredakteur*innen zu Online Marketing und Digital-Business",{"id":435,"slug":436,"name":437,"link":438,"description":439,"promo":102,"children":440},"clpi6xmt13jbu0aujf8rysxgz","podcast","Podcasts","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast-overview\u002F","Podcast Portfolio ",[441,447,452,457],{"id":442,"name":443,"link":444,"description":445,"icon":446,"children":-1},"clpi82dp151i50buu8qkn6nuj","OMR Podcast","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast\u002F","Der OMR Podcast mit Philipp Westermeyer über Einblicke und Erfolgsgeheimnisse aus Wirtschaft, Tech und alles rund um Digitalisierung.","headphones",{"id":448,"name":449,"link":450,"description":451,"icon":428,"children":-1},"clpi83dyd5enl0aujpk2hoboj","Podstars by OMR","https:\u002F\u002Fwww.podstars.de\u002Fportfolio","Unser Podcast Portfolio im Überblick",{"id":453,"name":454,"link":455,"description":456,"icon":128,"children":-1},"cmlqpsgxe0oxx07uiufduyxa7","Podcast Vermarktung","https:\u002F\u002Fwww.podstars.de\u002Fwerbung","Erreiche deine Zielgruppe mit Podcastwerbung",{"id":458,"name":459,"link":460,"description":461,"icon":462,"children":-1},"cmlqpsgxe0oxw07uikxdk6k6m","Podcast Produktion","https:\u002F\u002Fwww.podstars.de\u002Fproduktion","Produziere deinen Podcast mit Podstars","mic_vocal",{"id":464,"slug":465,"name":466,"link":467,"description":468,"promo":469,"children":480},"clpi6yequ32t40bugvkn6ko21","jobshr","Jobs & HR","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr","News & Insights aus der Welt der Arbeit",{"__typename":110,"id":470,"image":471,"title":474,"subtitle":475,"cta":476},"cmix6l950myyw07tacxq90vty",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":472,"url":473},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmoqz0x9vx8qf07uo8umx1tno","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmoqz0x9vx8qf07uo8umx1tno","Strukturen im Sturm: Praxis-Hacks für krisenfeste Teams","In diesem Online-Seminar am 28.05.2026 zeigen dir unsere Expert*innen Vilma Ala-Tuuhonen und Valentin Magerstädt von Neue Narrative, wie ihr durch klare Strukturen Stabilität schafft.",{"__typename":119,"label":477,"url":478,"target":102,"external":479,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Kostenlos anmelden","https:\u002F\u002Feducation.omr.com\u002Fpages\u002Fkostenloses-online-seminar-strukturen-im-sturm?utm_source=website&utm_medium=jobs&utm_campaign=KOS&utm_content=Navi",true,[481,514],{"id":482,"name":483,"link":467,"description":484,"icon":485,"children":486},"clpi6zeyd34sa0bughepauo1x","Für HR-Manager*innen","Dein Hub für Recruiting, Employer Branding & HR-Expertise.","sparkles",[487,491,495,499,503,507,511],{"id":488,"name":489,"link":490},"cmk2dykasxmqj07taen281070","Job inserieren","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fjobs\u002Fnew",{"id":492,"name":493,"link":494},"cmk2dykasxmqh07tazatfxr2y","OMHR Podcast","https:\u002F\u002Fomhr.podigee.io\u002F",{"id":496,"name":497,"link":498},"cmk2dykarxmqg07ta66zp0vp0","Whitepapers","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fpages\u002Fwhitepapers",{"id":500,"name":501,"link":502},"cmk2dykarxmqf07ta2irdmk77","Blog","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Farticles",{"id":504,"name":505,"link":506},"cmpcla9z5py4808un2l983z9h","Future HR Days | 23. – 24. 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Arbeitswelt",{"__typename":110,"id":542,"image":543,"title":546,"subtitle":547,"cta":548},"cmienltjc3ykn07umttacm0bs",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":544,"url":545},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmlj75by11ybt06ungk2z4tk9","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmlj75by11ybt06ungk2z4tk9","5050 Newsletter","Der Gründer*innen Pitch für Early Stage-Startups mit paritätisch oder mehrheitlich weiblich besetzten Gründungsteams.",{"__typename":119,"label":549,"url":550,"target":102,"external":102,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Anmelden","https:\u002F\u002F5050.omr.com\u002Fnewsletter",[552,557,561],{"id":553,"name":554,"link":555,"description":556,"icon":485,"children":-1},"cmiegmt14qboj07ui8asetaqf","Events","https:\u002F\u002F5050.omr.com\u002Fevents","Inspiration, Know-How und neue 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zurück.",{"id":579,"slug":580,"name":581,"link":582,"description":583,"promo":102,"children":584},"cm9lf3tmo3o1e07tbc637667m","finance-forward","Finance Forward","https:\u002F\u002Ffinancefwd.com\u002Fde\u002F","News, Analysen und Interviews aus der Finanzwelt",[585,590,595,599,603,608],{"id":586,"name":587,"link":582,"description":588,"icon":589,"children":-1},"cmirjrv0z748r07tavhghipb0","Home","Finance Forward ist das digitale Finanzportal von manager magazin und OMR","house",{"id":591,"name":10,"link":592,"description":593,"icon":594,"children":-1},"cmirjrv0z748q07tax00wlki5","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fabout\u002F","Wer wir sind","users",{"id":596,"name":85,"link":597,"description":598,"icon":428,"children":-1},"cmirjrv0z748p07tay48u8u5t","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fpodcast\u002F","In unserem Podcast sprechen wir mit den wichtigsten Köpfen der Szene",{"id":600,"name":22,"link":601,"description":602,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":604,"name":19,"link":605,"description":606,"icon":607,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":609,"name":610,"link":611,"description":612,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":615,"previousGlossary":801,"nextGlossary":805},{"__typename":616,"id":617,"name":618,"description":619,"seoAttributes":795,"slug":800,"topicPageRedirect":102},"Glossary","clje0yrzh277j0bujr7r03oda","Social Marketing",{"__typename":620,"json":621,"references":794},"GlossaryDescriptionRichText",{"children":622},[623,628,632,636,640,660,665,669,673,677,681,685,689,693,722,726,730,740,751,755,759,770,782,786,790],{"type":624,"children":625},"paragraph",[626],{"text":627},"Eine wichtige Information direkt vorweg: Der Ausdruck „Social Marketing“ bezieht sich – auch wenn er durchaus häufiger synonym dazu verwendet wird – primär nicht auf Social-Media-Marketing! Die Bedeutung des Begriffs bzw. der Materie dahinter wird am Alternativausdruck „Non-Profit-Marketing“ etwas deutlicher.",{"type":624,"children":629},[630],{"text":631},"Beim Social Marketing handelt es sich nämlich um ein Marketing-Konzept, welches nicht am Gewinn orientiert handelt. Vielmehr zielt es darauf ab, einen gesellschaftlichen Bewusstseinswandel zu erreichen sowie gesellschaftlich wichtige Werte, Einstellungen und Verhaltensweisen (positiv) zu beeinflussen, aufrechtzuerhalten oder bewusst zu machen.",{"type":624,"children":633},[634],{"text":635},"Genutzt wird diese Art des Marketings in seiner Reinform vorwiegend von staatlichen und gemeinnützigen Organisationen, wie beispielsweise öffentlichen Verwaltungseinrichtungen, Krankenhäusern, Sozialstationen oder Pflegeeinrichtungen. Sie schaffen mithilfe von Social Marketing öffentliche Aufmerksamkeit für ihre Projekte.",{"type":624,"children":637},[638],{"text":639},"Jedoch sehen auch immer mehr rein profitorientierte Unternehmen klare Vorteile im Social Marketing. Hier werden soziales Engagement und andere soziale Aspekte dafür genutzt, Marketing und Werbung an eine zunehmend bewusster lebende Gesellschaft anzupassen und demzufolge den Absatz zu steigern. Schlüssel dazu sind die Übermittlung von Umweltfreundlichkeit, Regionalität, Fair-Trade, Toleranz und ähnlichen Faktoren bzw. die marketing-spezifische Verknüpfung dieser mit den eigenen Waren oder Dienstleistungen. Da hier klar der Absatz im Mittelpunkt steht, handelt es sich nicht direkt um Social Marketing, sondern eher um Nachhaltigkeits-Marketing oder Green-Marketing.",{"type":624,"children":641},[642,644,651,653,658],{"text":643},"Das alles bedeutet nicht, dass zwischen Social Marketing und ",{"rel":645,"href":646,"type":647,"children":648,"openInNewTab":479},"noopener","https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fsocial-media-marketing","link",[649],{"text":650},"Social-Media-Marketing",{"text":652}," keine Verbindung besteht. Wie in vielen Kontexten des digitalen Marketings können soziale Medien auch im Social Marketing eine entscheidende Rolle spielen. Grundsätzlich sind sie ein besonders guter Kanal, um Emotionen zu vermitteln – und diese haben im Social Marketing immer eine große Bedeutung. Für eine effiziente Verfahrensweise kommt dann -wie im klassischen Marketing über soziale Medien – normalerweise eine spezifische ",{"rel":645,"href":654,"type":647,"children":655,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcategory\u002Fsocial-media-suites",[656],{"text":657},"Social-Media-Software",{"text":659}," zum Einsatz.",{"type":661,"children":662},"heading-two",[663],{"text":664},"Wie funktioniert Social Marketing?",{"type":624,"children":666},[667],{"text":668},"Das Netz und ebenfalls die reale Welt strotzen nur so vor Werbung. Interessenten*innen bzw. Kunden*innen von heute sind genau deshalb zunehmend unempfänglich für entsprechende Botschaften. Es liegt eine allgemeine Reizüberflutung vor, die schließlich dazu führt, dass Werbung mehr und mehr ignoriert und sogar ein gewisses Hassgefühl ihr gegenüber entwickelt wird.",{"type":624,"children":670},[671],{"text":672},"Im Netz zeigt sich dies unter anderem in den stetig wachsenden Nutzer*innen-Zahlen von Ad-Blockern und anderer Software, die Werbung relativ einfach ausblenden lässt. Wenn solche Helfer nicht zum Einsatz kommen, klickt man klassische Anzeigen für Waren oder Dienstleistungen oft schneller weg, als man überhaupt bewusst registriert hat, was diese anpreisen. Nur ein sehr kurzer visueller Eindruck wird unterbewusst verarbeitet.",{"type":624,"children":674},[675],{"text":676},"Diese Entwicklung sollte Marketern*innen klar sein, wenn sie Anzeigen kreieren. Jene erhalten nur dann eine gewisse Aufmerksamkeit, wenn sie einen enorm kreativen, einzigartigen Ansatz vermitteln und\u002Foder ihre Betrachter*innen zum Lachen, Weinen, Nachdenken etc. bringen. Die besten Anzeigen sind heute immer die wirklich einzigartigen und solche, die Emotionen vermitteln. Dabei sollten sie unbedingt im jeweiligen Kontext passend ausgespielt werden.",{"type":624,"children":678},[679],{"text":680},"Kommt zur kreativen, emotionalen und sozialen Komponente noch ein echter kontextueller Mehrwert hinzu, stehen die Chancen mehr als gut, dass das jeweilige Social Marketing mit Erfolg greift. Denn Menschen bewegen sich heute überaus selbstbestimmt im Netz und suchen – wie bereits verdeutlicht – keinesfalls nach Werbung. Eines ihrer Kernziele ist in einem signifikant großen Teil der Fälle, Informationen zu finden, die ihnen bei der Lösung eines Problems oder Bedürfnisses wirklich weiterhelfen. Wird dieser Wunsch nach Mehrwerten und Informationen im Zuge des Social Marketings erfüllt – bietet beispielsweise eine allgemeinnützige Werkstatt für eine Spende Zugang zu exklusiven, wirklich hilfreichen Tipps und Tricks für Heimwerker – und machen die Marketing-Treibenden auch sonst alles richtig, können sie sich sehr wahrscheinlich über einen großen Zuspruch freuen.",{"type":624,"children":682},[683],{"text":684},"Social Marketing hat einen erheblichen Vorteil gegenüber herkömmlichem Marketing, welcher in der Sache, auf die sich diese Marketing-Form bezieht, begründet liegt. Auch hinsichtlich des Non-Profit-Marketings mögen es Menschen nicht, wenn sie mit plumpen Werbebotschaften bombardiert werden und man ihnen sagt, was sie tun sollen. Soziale Sachverhalte sind allerdings fast immer automatisch mit mehr oder weniger starken Emotionen aufgeladen, was die Annahme entsprechender Maßnahmen schon aus ihrer thematischen Basis heraus wahrscheinlicher macht. Zudem führt das heute bereits sehr starke und faktisch weiterhin steigende soziale Bewusstsein dazu, dass gut durchdachtes, kreatives, emotionales Social Marketing eher bewusst wahrgenommen wird als ganz klar profitorientierte Promotions.",{"type":624,"children":686},[687],{"text":688},"Social Marketing ist besonders wirkungsvoll, wenn es ein konkret wohltätiges Element beinhaltet. Viele Menschen sind bereit, etwas von ihrem Wohlstand abzugeben. Sie müssen per Social Marketing nur überzeugt werden, in das richtige Ziel zu investieren.",{"type":624,"children":690},[691],{"text":692},"Laut Bilanz des Helfens 2020…",{"type":694,"children":695},"bulleted-list",[696,704,710,716],{"type":697,"children":698},"list-item",[699],{"type":700,"children":701},"list-item-child",[702],{"text":703},"… werden in Deutschland jährlich mehr als 5 Milliarden Euro an Spenden verzeichnet.",{"type":697,"children":705},[706],{"type":700,"children":707},[708],{"text":709},"… spenden rund 20 Millionen Deutsche regelmäßig.",{"type":697,"children":711},[712],{"type":700,"children":713},[714],{"text":715},"… fließen ca. 75 Prozent der Spenden in humanitäre Hilfen.",{"type":697,"children":717},[718],{"type":700,"children":719},[720],{"text":721},"… steigen auch Natur- und Tierschutz-Spenden praktisch fortwährend.",{"type":624,"children":723},[724],{"text":725},"Wer nun aber denkt, seinen Marketing-Aktivitäten schnell einen „sozialen Stempel“ aufdrücken bzw. einen Spendenaufruf hinzufügen zu können und somit prompt große Erfolge zu erzielen, irrt. Denn sozial Engagierte und (potenzielle) Spender sind kritisch. Sie hinterfragen den Nutzen sozialer Aktionen und prüfen deren Korrektheit sehr genau. Betreibt ein Unternehmen nur scheinbare soziale Aktivität, führt das zu einer höchst negativen Wahrnehmung. In Zeiten von einfachen und öffentlichkeitswirksamen bzw. regelmäßig kundenseitig für Recherchen berücksichtigten Bewertungen in sozialen Netzwerken oder speziellen Portalen wird sich ein solches Verhalten sehr wahrscheinlich langfristig als überaus nachteilig erweisen!",{"type":661,"children":727},[728],{"text":729},"Warum Social-Media-Marketing für das Social Marketing sehr nützlich sein kann?",{"type":624,"children":731},[732,734,738],{"text":733},"Soziale Medien sind heute praktisch allgegenwärtig. Nicht nur im privaten Umfeld erhalten ",{"href":735,"type":647,"children":736,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Finstagram",[737],{"text":65},{"text":739},", Facebook, YouTube und Co. stetig mehr Relevanz. Auch im Business-Bereich sind sie längst angekommen. Entsprechende Kanäle werden demzufolge bereits seit Jahren höchst erfolgreich für verschiedenste Marketing-Zwecke genutzt. Der Ausdruck „Social-Media-Marketing“ beschreibt dabei – stark vereinfacht ausgedrückt – alle unternehmensseitigen Maßnahmen, die über soziale Medien erfolgen, um Neukunden*innen zu gewinnen und\u002Foder bestehende Käufer*innen zu binden.",{"type":624,"children":741},[742,744,749],{"text":743},"Social-Media-Marketing ist mittlerweile tatsächlich eine der wichtigsten Disziplinen im ",{"href":745,"type":647,"children":746,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fonline-marketing",[747],{"text":748},"Online-Marketing",{"text":750},". Die Gründe, warum heutzutage jedes Unternehmen und auch jede gemeinnützige Organisation auf entsprechende Maßnahmen setzen sollte, sind vielfältig.",{"type":624,"children":752},[753],{"text":754},"Abermals sehr wichtig ist die Tatsache, dass sich (potenzielle) Kunden*innen mittlerweile absolut selbstbestimmt im Web bewegen und mehr oder weniger platte Werbung längst nicht mehr zu überzeugen weiß. Gewünscht ist wirklich mehrwerthaltiger Content. Nur diejenigen Organisationen, die diesen bieten, können langfristig konkurrenzfähig bleiben. Für betreffende Recherchen verwenden heute immer mehr Menschen auch soziale Netzwerke. Laut Social-Media-Atlas 2017\u002F2018 sind sage und schreibe 90 Prozent aller deutschen Internetnutzer im Social-Web aktiv.",{"type":624,"children":756},[757],{"text":758},"Den zuvor geschilderten Sachverhalten zufolge hat Social-Media-Marketing ein enormes Reichweitepotenzial. Wer also viele Menschen mit Social Marketing erreichen möchte, kommt an sozialen Medien praktisch nicht vorbei. Nicht zu vergessen sind hier die typischen interaktionsfreundlichen Eigenschaften von Social-Media. Likes, Shares und Kommentare sorgen bestenfalls dafür, dass das Social Marketing oder zutreffende Inhalte viral werden. Sie verbreiten sich – wenn sie rundum gelungen sind – automatisch weiter und erreichen immer mehr potenziell sozial Interessierte sowie Engagierte.",{"type":624,"children":760},[761,763,768],{"text":762},"Dabei sind Social-Media-Marketing-Maßnahmen in der Regel kostengünstig und zudem noch höchst zielgenau bzw. mit nur sehr wenigen Streuverlusten umzusetzen. So muss keine ",{"rel":645,"href":764,"type":647,"children":765,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fsocial-media-plattformen-potenziale-nutzungsverhalten",[766],{"text":767},"Social-Media-Plattform",{"text":769},", wie eine Website oder ein Blog, für die Umsetzung des Marketings geschaffen und diese auch nicht in den großen Suchmaschinen etabliert werden. Natürlich gilt es den eigenen Social-Account im jeweiligen Netzwerk zu verbreiten. Hier kommen Marketing-Treibenden aber wieder einmal die bereits angesprochenen Shares, Likes usw. zugute. Unter diesen Voraussetzungen ist ein Bekanntmachen relativ einfachen. Des Weiteren gibt die eigene Zielgruppe in sozialen Medien freiwillig viel von sich preis. Solche Informationen sind sehr zweckdienlich dafür nutzbar, neue User zu finden, die ein wirkliches Interesse an den jeweiligen sozialen Leistungen, Aktionen etc. haben.",{"type":624,"children":771},[772,775,780],{"href":773,"text":774,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fsocial-media","",{"href":776,"type":647,"children":777,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fsocial-media\u002F",[778],{"text":779},"Social Media",{"text":781}," verschafft Social-Marketern*innen aber nicht nur einen hoch frequentierten, sehr zielgenau abstimmbaren Kanal zur Ausspielung ihrer Maßnahmen, sondern außerdem eine zusätzliche direkte Support-Möglichkeit. Tatsächlich wünschen sich sogar mehr und mehr Menschen, genau über solche Kanäle Unterstützung zu erhalten.",{"type":624,"children":783},[784],{"text":785},"Aufgrund der – in sozialen Medien nach wie vor vorherrschenden – überwiegend privaten Atmosphäre können sich Organisationen im Social-Web nicht nur in der direkten Kommunikation persönlicher und greifbarer geben, sondern auch in ihren dort bereitgestellten Inhalten. Letztere haben somit mehr Potenzial, Emotionen bei ihren Betrachtern hervorzurufen als zum Beispiel typischerweise rationaler Content der Website. Und hier liegt der wohl größte Vorzug sozialer Medien für Social Marketing! Da das maximale Gelingen von Social Marketing stark mit der Übermittlung von Emotionen zusammenhängt, bieten soziale Medien dafür schlussfolgernd die ideale Basis.",{"type":624,"children":787},[788],{"text":789},"Es bestehen weiterhin beste Voraussetzungen zur Bildung einer treuen Community, die – wenn alles richtiggemacht wird – den Eindruck hat, die marketing-treibende Organisation sehr gut sowie persönlich zu kennen. Damit steigt die Chance auf eine langfristig starke Partnerschaft erheblich. Identifizieren sich Menschen vielleicht sogar mit der Organisation, können sie zu echten Fürsprechern werden. Und diese haben heute faktisch weitaus mehr Überzeugungskraft als jede Marketing-Maßnahme.",{"type":624,"children":791},[792],{"text":793},"\n",[],{"__typename":796,"description":797,"keywords":798,"noFollow":283,"noIndex":283,"ogDescription":102,"ogTitle":102,"title":799,"ogImage":102},"Seo","Social Marketing handelt nicht gewinnorientiert, sondern soll Werte und Verhaltensweisen positiv beeinflussen.",[],"Social Marketing Definition | OMR 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