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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\u002Fcmix6cwoimb9h07uqaitmht52","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmix6cwoimb9h07uqaitmht52","Kennst du schon den OMR Jobs & HR Newsletter?","News, Studien, Termine: Wir schreiben auf, was HR und Beschäftigte wissen müssen. Samt Podcast-Sneak-Peek und seriösem Humor. Jede Woche Mittwoch in deinem Postfach.",{"__typename":119,"label":477,"url":478,"target":102,"external":479,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Kostenlos anmelden","https:\u002F\u002Fhi.omr.com\u002Fomrjobs-hr-newsletter?utm_source=website&utm_medium=omr&utm_campaign=newsletter&utm_term=navigation",true,[481,513],{"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 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Arbeitswelt",{"__typename":110,"id":541,"image":542,"title":545,"subtitle":546,"cta":547},"cmienltjc3ykn07umttacm0bs",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":543,"url":544},"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":548,"url":549,"target":102,"external":102,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Anmelden","https:\u002F\u002F5050.omr.com\u002Fnewsletter",[551,556,560],{"id":552,"name":553,"link":554,"description":555,"icon":485,"children":-1},"cmiegmt14qboj07ui8asetaqf","Events","https:\u002F\u002F5050.omr.com\u002Fevents","Inspiration, Know-How und neue 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zurück.",{"id":578,"slug":579,"name":580,"link":581,"description":582,"promo":102,"children":583},"cm9lf3tmo3o1e07tbc637667m","finance-forward","Finance Forward","https:\u002F\u002Ffinancefwd.com\u002Fde\u002F","News, Analysen und Interviews aus der Finanzwelt",[584,589,594,598,602,607],{"id":585,"name":586,"link":581,"description":587,"icon":588,"children":-1},"cmirjrv0z748r07tavhghipb0","Home","Finance Forward ist das digitale Finanzportal von manager magazin und OMR","house",{"id":590,"name":10,"link":591,"description":592,"icon":593,"children":-1},"cmirjrv0z748q07tax00wlki5","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fabout\u002F","Wer wir sind","users",{"id":595,"name":85,"link":596,"description":597,"icon":428,"children":-1},"cmirjrv0z748p07tay48u8u5t","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fpodcast\u002F","In unserem Podcast sprechen wir mit den wichtigsten Köpfen der Szene",{"id":599,"name":22,"link":600,"description":601,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":603,"name":19,"link":604,"description":605,"icon":606,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":608,"name":609,"link":610,"description":611,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":614,"previousGlossary":822,"nextGlossary":825},{"__typename":615,"id":616,"name":617,"description":618,"seoAttributes":816,"slug":821,"topicPageRedirect":102},"Glossary","clje0xg1l24ne0auiykeguypu","Social Media Monitoring",{"__typename":619,"json":620,"references":815},"GlossaryDescriptionRichText",{"children":621},[622,636,641,652,663,667,671,682,686,690,694,712,716,727,731,735,739,750,754,758,762,766,770,811],{"type":623,"children":624},"paragraph",[625,627,634],{"text":626},"Social-Media-Monitoring wird definiert als das Beobachten und Analysieren von Meinungen und Diskussionen zu einem Unternehmen oder einer Marke im Internet. Mithilfe eines ",{"rel":628,"href":629,"type":630,"children":631,"openInNewTab":479},"noopener","https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcategory\u002Fsocial-media-monitoring","link",[632],{"text":633},"Social-Media-Monitoring-Tools",{"text":635}," können bestimmte Stichworte oder Sätze kontinuierlich online gesucht werden. Unternehmen erkennen dadurch Trends und Meinungen zur Marke, Branche und zum Wettbewerb im Allgemeinen. Durch die Analyse können Unternehmen passende Hilfe anbieten und auf Kundenwünsche eingehen.",{"type":637,"children":638},"heading-two",[639],{"text":640},"Was ist Social-Media-Monitoring?",{"type":623,"children":642},[643,645,650],{"text":644},"Unternehmen, die die Relevanz von Social-Media-Monitoring frühzeitig erkannt und umgesetzt haben, konnten sich bezüglich ihres ",{"rel":628,"href":646,"type":630,"children":647,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fsocial-media-marketing",[648],{"text":649},"Social-Media-Marketings",{"text":651}," einen Vorsprung erarbeiten. Das Social-Media-Monitoring beobachtet Markt-Mitbewerber und deren Aktivitäten im Internet, es identifiziert mögliche Influencer und Brand Ambassador und trackt das Nutzerverhalten ihrer Kund:innen. Es können beispielsweise auch frühzeitige Diskussionsthemen erkannt werden und die beliebtesten Hashtags, die zu einem Unternehmen passen könnten.",{"type":623,"children":653},[654,656,661],{"text":655},"Basierend auf diesen Daten und Erkenntnissen kann eine ",{"rel":628,"href":657,"type":630,"children":658,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fonline-marketing-strategie",[659],{"text":660},"Online-Marketing-Strategie",{"text":662}," entwickelt und strategische Maßnahmen durchgeführt oder aktuelle Kampagnen optimiert werden. Es sind nicht nur die offiziellen Kommunikationskanäle eines Unternehmens relevant, sondern alle Beiträge im Internet können für die Unternehmensentwicklung genutzt werden, indem sie mit Social-Media-Monitoring getrackt werden. Unternehmen können von einer Art Beobachtungsposten verfolgen, wie online über die Marke gesprochen wird, welches Feedback es gibt und welche aktuellen Trends wichtig werden könnten.",{"type":637,"children":664},[665],{"text":666},"Was sind die Vorteile von Social-Media-Monitoring?",{"type":623,"children":668},[669],{"bold":479,"text":670},"1. So kann Social-Media-Monitoring den Kundenservice verbessern",{"type":623,"children":672},[673,675,680],{"text":674},"Da sich die Kommunikation mit dem Kundenservice seitens der Kund:innen gewandelt hat, gewinnt Social-Media-Monitoring in dieser Hinsicht an Bedeutung. Beschwerden, Fragen oder Meinungen werden nicht mehr mit klassischen Kommunikationsmitteln geäußert, sondern auch über ",{"rel":628,"href":676,"type":630,"children":677,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fsocial-media-plattformen-potenziale-nutzungsverhalten",[678],{"text":679},"Social-Media-Plattformen",{"text":681}," kommuniziert. Erwähnungen zur Marke, sei es offiziell mithilfe von Hashtags oder @-Zeichen oder inoffiziell, indem der Name einfach genannt wird, werden durch die Monitoring-Tools gefunden. Wichtig ist es außerdem, mögliche Falschschreibungen zu integrieren, um alle Erwähnungen zu tracken. Der Kundenservice kann so schnell reagieren und auf die Wünsche der Kund:innen eingehen.",{"type":623,"children":683},[684],{"bold":479,"text":685},"2. Echtzeit-Feedback und Innovationsmanagement",{"type":623,"children":687},[688],{"text":689},"Durch Social-Media-Monitoring ist es möglich, Echtzeit-Feedback zu erfassen. Unternehmen können die Verbesserungsvorschläge und Kundenwünsche nutzen, um den Service oder die Produkte stärker nach den Bedürfnissen der Zielgruppe auszurichten. Mit einer schnellen Reaktion zeigt das Unternehmen, dass es kundenorientiert denkt und Feedback umgehend ernst nimmt. So wird eine stetige Verbesserung der Dienstleistungen oder Produkte gefördert, was durch den schnellen Wandel heutzutage einen hohen Stellenwert hat. Es können zudem neue Geschäftsfelder erschlossen werden, wenn durch das Kundenfeedback Marktlücken entdeckt werden.",{"type":623,"children":691},[692],{"bold":479,"text":693},"3. Influencer identifizieren",{"type":623,"children":695},[696,698,703,705,710],{"text":697},"Ein großes Online-Angebot erhöht für Konsument:innen die Auswahl, andererseits erschwert es die Kaufentscheidung. Meinungen von Influencern, die als „Expert:innen“ für bestimmte Bereiche gelten, werden deshalb wichtiger. Sie nehmen die Rolle eines Freundes oder Bekannten ein und empfehlen ihren Followern Produkte oder Unternehmen, die ihnen gut gefallen. Nutzer:innen vertrauen dieser Meinung, da sie persönlich wirkt. ",{"rel":628,"href":699,"type":630,"children":700,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Finfluencer-unternehmen",[701],{"text":702},"Unternehmen sollten Influencer deshalb nicht unterschätzen",{"text":704},". Stattdessen sollten sie herausfinden, welche passenden Influencer es für das eigene Unternehmen gibt und Social-Media-Monitoring ist dafür eine geeignete Methode. Wie Unternehmen die richtigen ",{"rel":628,"href":706,"type":630,"children":707,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Finfluencer-finden",[708],{"text":709},"Influencer finden",{"text":711}," können, zeigen wir in unserem Artikel.",{"type":623,"children":713},[714],{"bold":479,"text":715},"4. Reputationsmanagement",{"type":623,"children":717},[718,720,725],{"text":719},"Unternehmen können Social-Media-Monitoring nutzen, um ihre Reputation – das Ansehen – zu analysieren. Da bestimmte Unternehmen oder Produkte online diskutiert, kritisiert und bewertet werden sowie die Erfahrungen und Meinungen von Nutzer:innen ausgetauscht werden, sollten Unternehmen dies nutzen. Ein gezieltes Monitoring mit bestimmten Worten liefert Informationen dazu, ob die Marke oder das Unternehmen eher positiv, negativ oder relativ neutral wahrgenommen wird. Mit diesem Wissen kann das Unternehmen gezielte ",{"rel":628,"href":721,"type":630,"children":722,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fdigitale-marketingstrategie",[723],{"text":724},"Marketingstrategien",{"text":726}," verfolgen, um darauf einzugehen und gegebenenfalls die Reputation zu verbessern. Mit Social-Media-Monitoring kann außerdem die Reaktion auf Marketingkampagnen beobachtet und analysiert werden.",{"type":623,"children":728},[729],{"bold":479,"text":730},"5. Wettbewerbsbeobachtung und Marktanalyse",{"type":623,"children":732},[733],{"text":734},"Social-Media-Monitoring unterstützt nicht nur dabei, den Ruf des eigenen Unternehmens zu überprüfen, es kann zudem für eine Wettbewerbsbeobachtung und Marktanalyse genutzt werden. Für das eigene Produktmanagement ist es wichtig zu wissen, was die Zielgruppe über Wettbewerber denkt oder was Stärken und Schwächen der Konkurrenten sind. Social-Media-Monitoring hilft ebenfalls dabei, aktuelle Aktivitäten und die Preisgestaltung der Konkurrenz zu verfolgen. Durch ein Themen-Tracking und das Aufspüren von Trends kann die allgemeine Stimmung des Marktes beobachtet werden. Daraus können hilfreiche Informationen für die Produktentwicklung gezogen werden.",{"type":623,"children":736},[737],{"bold":479,"text":738},"6. Verbesserte Krisenkommunikation durch Social Media Analysen",{"type":623,"children":740},[741,743,748],{"text":742},"Durch ",{"rel":628,"href":744,"type":630,"children":745,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fsocial-media",[746],{"text":747},"Social Media",{"text":749}," können sich Informationen oder negative Äußerungen schnell verbreiten. Bei sogenannten „Shitstorms“ ist deshalb eine durchdachte Krisenkommunikation für Unternehmen wichtig. Um eine optimale Vorbereitung zu gewährleisten, kann Social-Media-Monitoring vor, während und nach Krisen helfen. Wichtig ist dabei, passende Schlüsselwörter herauszuarbeiten, die eine Krise andeuten. Das können zum Beispiel negative Wörter oder branchentypische Begriffe sein, die ungern mit dem Unternehmen in Verbindung gebracht werden. Während einer Krise kann mithilfe des Monitorings analysiert werden, welche Reaktion erwartet oder auf welchen Plattformen sich negativ geäußert wird. Nach einer Krise kann das Unternehmen wichtige Schlüsselbegriffe und Themen, die währenddessen relevant waren, aufnehmen und für zukünftiges Monitoring nutzen.",{"type":637,"children":751},[752],{"text":753},"Zusammenfassung",{"type":623,"children":755},[756],{"text":757},"Schnelle Reaktionen, das Kennen der Zielgruppe und ein kundenorientiertes Handeln sind wichtige Fähigkeiten, die Unternehmen in der heutigen digitalen Welt beherrschen sollten. Social-Media-Monitoring kann Unternehmen dabei unterstützen, das Online-Meinungsbild zu verfolgen. Diese Informationen lassen sich in vielen Unternehmensbereichen nutzen, zum Beispiel in der Kommunikation oder der Produktentwicklung. Daten aus dem Monitoring können als Entscheidungsgrundlagen für Kommunikationsmaßnahmen genutzt werden.",{"type":623,"children":759},[760],{"text":761},"Während einer Marketingkampagne werden mithilfe von Social-Media-Monitoring die vorher festgelegten KPIs gemessen und der Erfolg analysiert. Die Produktentwicklung orientiert sich an dem Echtzeit-Feedback der Online-Nutzer:innen und -Kund:innen, Unternehmen können möglichst genau auf Kundenwünsche eingehen. Social-Media-Monitoring ermöglicht es Unternehmen, einen Blick von außen zu bekommen, sozusagen aus Sicht der Kund:innen. Diese wertvolle Chance sollte sich kein Unternehmen entgehen lassen, das zukünftig kundenorientiert arbeiten will.",{"type":637,"children":763},[764],{"text":765},"Mehr über Social-Media-Monitoring lernen",{"type":623,"children":767},[768],{"text":769},"Du möchtest mehr zum Thema Social-Media-Monitoring lernen? 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