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Die Beitrge aus unterschiedlichen Unternehmen bieten eine fundierte Darstellungzum Einfluss sozialer Medien (Facebook, Twitter, LinkedIn, Xing, etc) auf die Kommunikation und Aussendarstellung von Unternehmen sowie auf interne Prozesse.Die Autoren erluternzunchst den Einfluss auf interne und externe Kommunikation, die Kommunikationsqualitt in sozialen Medien und die Chancen und Risiken der neuen Medien. Die Einflsse auf die verschiedenen Unternehmensbereiche werden aus der Praxis heraus diskutiert. Zu den adressierten Bereichen gehren die Auswirkungenauf PR und Analyst Relations sowie auf Kommunikation und IT-Infrastruktur. In zwei abschlieenden Kapiteln werden auch einzelne Branchen beleuchtet und ein internationaler Vergleich vorgestellt.
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