{"id":1355,"date":"2013-11-07T17:52:16","date_gmt":"2013-11-07T16:52:16","guid":{"rendered":"https:\/\/hub.hslu.ch\/financialmanagement\/?p=1355"},"modified":"2025-10-20T15:26:34","modified_gmt":"2025-10-20T13:26:34","slug":"social-media-controlling-mit-kennzahlen","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/financialmanagement\/2013\/11\/07\/social-media-controlling-mit-kennzahlen\/","title":{"rendered":"Social Media Controlling mit Kennzahlen"},"content":{"rendered":"<p><em style=\"font-size: revert;color: initial\">Von Dr. Alexandra Daniela Zaugg, CRM-Expertin und <\/em><em><a href=\"http:\/\/www.hslu.ch\/wirtschaft\/w-outside-navigation\/ifz\/w-ifz-ueber-uns\/w-ifz-person.htm?id_person=1101229&amp;id_teilschule=25650&amp;row=0\">Prof. Dr. Ulrich Egle<\/a>, Dozent und Projektleiter am <a href=\"http:\/\/www.hslu.ch\/ifz\">Institut f\u00fcr Finanzdienstleistungen Zug IFZ<\/a><\/em><\/p>\n<p><b>In der aktuellen Ausgabe der Zeitschrift <\/b><a href=\"http:\/\/rsw.beck.de\/cms\/?toc=Controlling.10\"><b>\u201eCONTROLLING \u2013 Zeitschrift f\u00fcr erfolgsorientierte Unternehmenssteuerung \u201c<\/b><\/a><b>, lesen Sie den Artikel \u201eSocial Media Controlling mit Kennzahlen\u201c von Dr. Alexandra Daniela Zaugg&nbsp;und Prof. Dr. Ulrich Egle. <\/b><\/p>\n<p>F\u00fcr ein Social Media Controlling wird ein mehrdimensionales Steuerungssystem ben\u00f6tigt, das qualitative und quantitative Kennzahlen ber\u00fccksichtigt. F\u00fcr die strukturierte Vorgehensweise kann auf das bew\u00e4hrte Konzept der 4 Social C zur\u00fcckgegriffen werden (vgl. Abb. 1).<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/hub.hslu.ch\/financialmanagement\/wp-content\/blogs.dir\/488\/files\/sites\/16\/2013\/10\/Social-Media-Erfolg.gif\"><img loading=\"lazy\" decoding=\"async\" title=\"Social Media Erfolg\" src=\"https:\/\/hub.hslu.ch\/financialmanagement\/wp-content\/blogs.dir\/488\/files\/sites\/16\/2013\/10\/Social-Media-Erfolg-300x300.gif\" alt=\"\" width=\"300\" height=\"300\"><\/a><\/p>\n<p>Abb.1: Die 4 Social C zur Erfolgsmessung&nbsp;von Social Media (Zaugg\/Egle (2013), S. 87).<\/p>\n<p>Hat ein Unternehmen den konkreten Zielmix&nbsp;bestimmt, sind ad\u00e4quate Kennzahlen zu definieren. Bei der Zusammenstellung der Kennzahlen ist auf einen ausgewogenen Kennzahlenmix&nbsp;zu achten, der den Nutzen und die Kosten von Social&nbsp;Media f\u00fcr das Unternehmen richtig abbildet. Beispielhaft sind die wichtigsten Kennzahlen f\u00fcr die 4 Social&nbsp;C plattformneutral zusammengefasst (vgl. Abb. 2).<\/p>\n<p><a href=\"https:\/\/hub.hslu.ch\/financialmanagement\/wp-content\/blogs.dir\/488\/files\/sites\/16\/2013\/11\/Kennzahlen.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1361 alignnone\" src=\"https:\/\/hub.hslu.ch\/financialmanagement\/wp-content\/blogs.dir\/488\/files\/sites\/16\/2013\/11\/Kennzahlen.png\" alt=\"Kennzahlen\" width=\"514\" height=\"345\" srcset=\"https:\/\/hub.hslu.ch\/financialmanagement\/wp-content\/blogs.dir\/488\/files\/sites\/16\/2013\/11\/Kennzahlen.png 514w, https:\/\/hub.hslu.ch\/financialmanagement\/wp-content\/blogs.dir\/488\/files\/sites\/16\/2013\/11\/Kennzahlen-300x201.png 300w\" sizes=\"auto, (max-width: 514px) 100vw, 514px\" \/><\/a><\/p>\n<p>Abb. 2: Zusammenfassung der Kennzahlen f\u00fcr die 4 Social C.<\/p>\n<p><b>Literaturquelle:<\/b><\/p>\n<p>Egle, U. und Zaugg, A. D. (2013): Social Media Controlling mit Kennzahlen. In: CONTROLLING&nbsp;\u2013 Zeitschrift f\u00fcr erfolgsorientierte Unternehmenssteuerung, 25 (11), S.&nbsp; 616\u2013618.<\/p>\n<p><b>Das k\u00f6nnte Sie ebenfalls interessieren:<\/b><\/p>\n<p>Zaugg, A. D. und Egle, U. (2013): Social Media Controlling \u2013 die 4 Social C. In: HMD&nbsp;\u2013 Praxis der Wirtschaftsinformatik, Heft 293\/2013, S. 86-92.<\/p>\n<p>Egle, U. (2012): Das Controlling als Unterst\u00fctzungsfunktion&nbsp;f\u00fcr Social&nbsp;Media. In: Lengwiler, C., Nadig. L. und Pedergnana, M. (Hrsg.), Management in der Finanzbranche \u2013 Finanzmanagement im Unternehmen. Baden-D\u00e4ttwil, S. 443\u2013456.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Von Dr. Alexandra Daniela Zaugg, CRM-Expertin und Prof. Dr. Ulrich Egle, Dozent und Projektleiter am Institut f\u00fcr Finanzdienstleistungen Zug IFZ In der aktuellen Ausgabe der Zeitschrift \u201eCONTROLLING \u2013 Zeitschrift f\u00fcr erfolgsorientierte Unternehmenssteuerung \u201c, lesen Sie den Artikel \u201eSocial Media Controlling mit Kennzahlen\u201c von Dr. Alexandra Daniela Zaugg&nbsp;und Prof. Dr. Ulrich Egle. F\u00fcr ein Social Media<\/p>\n","protected":false},"author":236,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"1316,2216,7907,4744,1156,1863","_relevanssi_noindex_reason":"","ngg_post_thumbnail":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1,403,493967],"tags":[67432,27760,23675,217],"class_list":["post-1355","post","type-post","status-publish","format-standard","hentry","category-allgemein","category-controlling","category-digitalisierung-social-media","tag-controlling","tag-kennzahlen","tag-kpi","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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