Digital & Social = NOW

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39 comments on “Digital & Social = NOW
  1. Maelle Audiau says:

    Title: Feelings can be now be “digitalized”

    Resource: Japanese lingerie brand invented a bra which can only be used according to “feelings”.
    Date of publication: 28.01.2014
    I agree: daring and innovative idea
    I disagree: “manipulation” of feelings

  2. Toddlers love selfies: Parenting in an iPhone age

    • Toddlers love selfies: Parenting in an iPhone age

      Date: 07/02/2014, US, By Gillian Flaccus / The Associated Press

      Digital shadow of kids – that s a scary topic. What is really shocking me about this article that it does not only imply that parents contribute a great part to it but also toddlers love the image of themself and actively contribute to it. I guess the effect is the same as in “looking at a mirror” (anybody who has watched a toddler doing that knows how fascinated they are of themselves). It would interesting to see how this selfies-photos culture (and furthermore posting the photos online on social media) will change the behaviour and attitude of toddlers towards issues like their own awareness of appeareness and social media affinity…

  3. Julia Kabus says:

    Title: How to Know If your Social Media Activities Are Working by Mike Bal


    Publication date: January 06, 2014

    I completely agree with the article.
    Very insightful! Shows how easy, but also how effective and efficient it is to analyze data provided by social networks. The article includes very useful tips that help to understand data from social media. It also shows how to use the data for improving your social media strategy.

  4. Oliver Förster says:

    Title: 10 years on: what role will social media play?


    Resource: The Guardian

    Date of publication: 30th January 2014

    I agree with the fact that social media will no longer be the new kid on the block because generation y and z grew up with social media. I also agree with the fact that charities will use social media more and more. Charities live on donations, have to minimize costs and social media is a quite cheap way of advertising where you can reach a lot of people. However, the author claims that charities will be actively using frictionless payments for donations made via social media in 2024. But the problem is: What if there will be a big skimming on social media? Will the trust in 2024 in social media be the same as today – especially in terms of confidential data like banking? This fact brings me to the next point. According to the article, by 2024, chief executives will use Twitter and LinkedIn to keep boards up to speed with key developments at their charities and to open up opportunities for collaboration between their networks. Isn’t it dangerous to publish company confidential information? Moreover, you are not able to predict where you can catch the attention of young people in 2024 because who exactly knows where the generation z can be reached in ten years?
    To conclude, I think it’s very dangerous to predict what will be in 2024 with social media. No one exactly knows where the journey is heading in ten years.

  5. Gustav Sailer says:

    This So-Called Digital Life: Re-Evaluating the Value of Social Media

    Publication date: October 27, 2013

    It’s really hard to say if I agree to the 5V’s because I’m not sure if they are enough. Nevertheless I think where the article is right is when it says: “The value we take away from this digital lifestyle must only be surpassed by what we invest in it.”

    I think that we can’t really define the Value of Social Media on a general basis. But what should be done by everyone is set up his/her personal Value and compare that Value to the invest he/she already do. If Social Media is a good and valuable thing, or if we should doom social media, depends on personal needs and on personal usage. We should be aware that this value strongly depends on the personality of somebody and therefore we can’t assume that somebody we are talking to is weighting the importance of social media like we do our self. It would be important to teach people how to evaluate what’s important for themselves and what’s not important. But to do that, people at least need to know about alternatives. The questions I’m asking after reading the article is: “Are we able to evaluate the personal value of social media to us and do we really have a choice? Is it possible to reduce or even resign the investment we already give to social media?”

    • Jasmin Durau says:

      I really like the article because it shows how much we are used to our devices. Sometimes we just forget what goes on around us because we are busy sending texts, whatsapp messages and facebooking. I for myself decided to switch off my iPhone every time I am abroad on holidays. I can enjoy new cities and countries and my mobile device does not distract me. During my daily routine I cannot be without my iPhone as so many meetings, news and dates are planned over several applications.

      • Jasmin Durau says:

        Titel of article:
        My Digital Detox: How I Ditched My Email and Social Media for a Week… and the Cold Sweats Weren’t So Bad




        My Digital Detox: How I Ditched My Email and Social Media for a Week… and the Cold Sweats Weren’t So Bad

        I really like the article because it shows how much we are used to our devices. Sometimes we just forget what goes on around us because we are busy sending texts, whatsapp messages and facebooking. I for myself decided to switch off my iPhone every time I am abroad on holidays. I can enjoy new cities and countries and my mobile device does not distract me. During my daily routine I cannot be without my iPhone as so many meetings, news and dates are planned over several applications.

  6. Caroline Frank says:

    Titel: How Social Media Are Ruining Your Love Life (by Tyler Curry)
    Resource: The Huffington Post
    Publication Date: 11/26/2013
    I mostly agree with the content of this article, especially with the fact that profiles on social media networks such as Facebook often portray a distorted, disjointed and altogether imaginary version of a person. I already came across a situation where I finally met someone in real life, a person that I had until then only “known” over the internet. The person then standing in front of me was nothing like the person he claimed to be in the pictures or in the “interaction” with his friends. All of the sudden, holding eye-contact and maintaining an interesting conversation almost seemed impossible. But is it really so much easier to convey the “reality” that we want to portray on the Internet than to live it in real life? You definitely need a lot of imagination and it won’t help to burst your self-esteem by getting feedback on pictures or posts that are not even of your true nature but of a surreal image that you would like to see of yourself.

  7. Manuel says:

    Title: How do the best B2B marketers generate sales through social media?
    Publication date: Wednesday 7 August 2013

    I totally agree with Peter Jacob when he says that companies have to make sure they get the basics of online marketing right before diving into social media.
    I also go along with Sam Bueno de Mesquita (the hired expert) when he says that social media is tougher for B2B companies, but I’m quite critical if you regard his statement as a whole.
    They encourage staff in hundreds of cities around the world to build up their LinkedIn networks and to tell their company story. The employees should identify relevant groups and the HQ sends messages to them which they could share to this groups or not.
    I think if your content is really good and your employees now what they are doing (In each of these groups around the world), you can create some value for your customers and maybe even increase the customer loyalty, but beside of that I don’t think that there are much more options. I don’t think that e.g. Airbus will sell its planes via LinkedIn in 2020.
    At the end of the article the “sponsored updates” are mentioned as a good possibility. I personally think that’s just a limited option, because if it gets more and more adds in the channels users will leave them. I don’t think that that is the idea behind social media.

  8. Christian Söllner says:

    The Impact of Social Media for Professional Service Firms and B2B Organisations

    10 May 2013

    According to the article, most companies still believe that Social or Digital Media is only applicable for consumer brands. However there seem to be a change of thinking. Many B2B companies, especially in the service industry, including management consultancies like McKinsey, are currently using social media activities to spread content and get in touch with existing or potential customers. Therefore social media is not any longer only a tool to create some kind of online awareness, but also to generate concrete business opportunities.

    In my opinion the article highlights, that there is a rethinking process happening right now. Some companies, even in the B2B market, seem to realize the opportunities of digital media. Especially the ‘4Cs of Content’ framework seems to be a very promising concept for generating ideas, which may lead to actual business. Considering this change, social media marketing could be a whole new way of customer integration for B2B companies.

  9. Manuel Seger says:

    Title: ‘Escaping the silos: how to manage social media across the whole business’


    Date of Publication: 01/29/2014

    I totally agree with the message of this great article of Jessica Twentyman about the implementation of social media into companies. If companies handle social media in a seperate silo, they will always have problems to reach their aims through it. I’m also thinking that there has to be a cross-functional structure to reach the higher Business Targets of the company. Very important is a good coordination of Information between the different departments, from R&D until the sales office.

    Additionally I gained the experience, that a 24h/7d – availability of contacts for the customers through social media networks is really important as the autor also describes. The customer doesn’t know any office hours.

    If a company realises and implement this management of social media across the whole business, it could highly benefit in form of monitoring customer trends and new research ideas.

    • Kathrin Gletter says:

      Title: Teenagers and social networking – it might actually be good for them


      Resource: The Guardian, Clive Thompson
      Published: Saturday 5th October 2013

      I think the article is highly interesting and it shows the real concerns and fears of parents concerning social media. I agree with the argument that parents always fear topics they are unfamiliar with. The author gave a couple of appropriate examples from the past: Radio, Walkman and TV were devices that fretted parents years ago. And as far as I can tell, those devices have done no harm to our human development.

      Furthermore I agree with the statement that communication on facebook or other social me-dia platforms doesn’t rule out face-to-face communication. Much rather I think that communi-cation online is nowadays the basis for face-to-face communication. So I really like the fol-lowing statement: “socialising is the opposite of isolation – it’s all about connection”.

      Nevertheless I understand the fear of many parents especially with regards to privacy issues or cyber mobbing. In my opinion the author doesn’t mention any parental assistance how to deal with those topics. The illustrative list of current research is a little help for parents. It is indisputable that kids need a “guidance” for a safe use of the web. Therefore I would have liked to have seen some sort of “Tips and Tricks” for parents.

  10. Title: 3Qs: The social impact of social networks


    Resource: Northeastern University; Boston, Masachusetts, USA

    Date of publication: October 24, 2012 by Linda Ogbevoen

    I agree with the article that we are becoming more and more dependent on digital media but I think that there are several other additional points why this happens. Not only the functionality and the low price are important, in my opinion the desire to share his personal life with others is also really important.

    Furthermore I agree that online friendships can generate strong bindings between friends, but a real strong friendship can`t survive without a personal interaction. There are some topics people don`t want to talk about the internet or via text messages. Of course it is possible to build up a bigger social circle via the internet but between a friend in the internet and a real friend is still a big difference. In this case we have to think about a new way to define the word “friend”.

    In the end I want to support Mrs. Ogbevoen in her last point that social media is a big opportunity. For nearly all parts in modern life the internet is a key point. The possibility to connect people can destroy barriers and in this case can bring people together.

  11. Daniel Kaleck says:

    Title: Facebook, Twitter and other social media give a voice to those with a message


    Resource: The National, Triska Hamid

    Date of publication: February 23, 2014

    In my opinion the article on the actual situation of social media and its effect on the behavior of different types of people is really felicitous and positivly written.

    The behavior of public (in this article with the example of women in Saudi Arabia) is clearly more open and tolerant than in the past. People get more and more comfort and brave to outstand their own opinion. The impact on the society is very obviously. In the example of the Saudi-arabian women and their brave behaviour in the internet is just one example of the openminded acceptance in the society. But as in the article said, the development and the diffusiveness of social web communication in the arabian world is very high, so there is already a high acceptance of digital posts.

    I additionally agree with the impact and the influence of social web in companies and enterprises. I already made some experiences in the different companies with the implementation of social web and these are quite like Hamid Triska decribed in his article. The companies are using more and more social web cummunicaiton possibilities to areach their customer and to improve the image of their brand.

    As an conclusion i totally agree with the messages of the article; the possibilities and the chances to communicate everyones own opionion has not just a great potential, but it is also very important for those members of society, who didn’t have the chance to stand behind their opinion int the past.

  12. Michal Lazar says:

    Title: 11 Web Marketing and Social Media Trends That Will Shape 2014
    Author: Stephanie Frasco
    Published: January 2, 2014

    It is always interesting to read the predictions and upcoming trends for the next year. Therefore I choose this article that shows most influential trends for the year 2014. Some are interesting, with some I do not agree and some are already here in my opinion. I will comment on each of them in this reflection:

    a. Mobile Is About To Go Mainstream
    This is already here. However, the influence is rising and without having a cell phone compatible web/app/… your competitors have a great advantage on you. However, the raise of influence is definitely happening.
    b. Niche Sites Will Make An Impact
    I definitely agree. As those big companies are growing they are losing focus and their portfolio is pretty spread. Therefore one small company focused on certain topic can bring more accurate information and information, which is making it more attractive for users.
    c. Blogging Will Remain The #1 Way To Generate New Business
    Agreed, only in my opinion the best way to use blogging is to provide support and not to generate business.

    d. Spammy Content Will Be Eliminated Everywhere
    I do not agree. There will be still websites that would make money out of spam-advertising.

    e. Google Plus Will Grow Faster Than Ever
    I am also not sure about this one. Especially after last days acquisition of What`s up by Facebook. The amount of users may increase but it won`t be anything extraordinary. Google + provides a very nice services but they are not appreciated so far.

    f. Ambassadors And Influencers Will Hold The Power
    I agree with this statement. WoM is a powerful tool to approach new customers.

    g. Image-Centric Sites Will Continue To Rise
    Partly true. It is a great way how to bring a value or message to a customer. It is very easy, quick and convenient for the customer. But on the other hand, I find videos more influential.

    h. Video Consumption Will Increase

    i. Sharing Will Be More Important Than Ever
    This is already here. Sharing is one of the most used social media strategies and it is also very efficient.

    j. Marketing Will Be About Adding Value
    This is also already here. But it may be very important for the companies that haven`t realized this yet. Customers don`t just want to see slogans and pictures everywhere. They want to see what this company/service/product will bring to them.

  13. Steffen Weber says:

    Title: “Opinion: Why social media is destroying our social skills”


    Resource: USA Today College

    Date of publication: October 11th, 2012 by Jasmine Fowlkes

    Basically I agree with the most points in this article.
    It´s correct, that more and more people use social media to communicate with each other. In my opinion they do it because they CAN do it, because they grow up with the “new” internet. It is easier to write a WhattsApp than calling or sitting in the car and driving to your friend. But I think it´s important to distinguish what the message is about. Personal advices or imporant and secret information are still comunicated personal, face to face.

    I although agree with the fact that no social media platform can replace a face to face situation, interaction or conversation. So in my opinion it is important to enjoy the situation staying with your friends, communicating and having fun with each other. That can´t be replaced by social media.

    All in all I would say that social media today is a good, easy and quick way of communicating with each other over the whole world but it never can replace a real face to face situation. So people should enjoy the time having with each other and after that, when they stay at home for example, they can use social media to do what ever they want to do.

  14. Manuel Hehle says:

    A Digital Life
    Author: Gordon Bell and Jim Gemmell
    Publication date: March 2007

    Interesting is that Gordon Bell and Jim Gemmell write about the Digitial Life in Future. This article is from 2007. Only 7 years ago and now everything is reality. Nowadays Internet becomes one part of our life, some people could not live a day without computers. It seems like our eyes are located on the screen now. Since World Wide Web had born, the world is changing in a high speed which is closed to the ray velocity. There was never so much information available – nowadays we could search almost everything in Google. And we have Wiki to give us enough information of every subject. And we have eBay that could help us doing the purchasing and selling, not to mention the YouTube, which plays a more and more important role in our life. And for sure – facebook, twitter, instagram,… there are so many opportunities – the most of our Generation (Y) is living a digital life.

  15. Andrea Bachmann says:

    LG’s texting washing machine? Tech firms are asking the wrong questions
    Author: Charles Arhtur
    Source: The Observer / The Guardian online
    Publication date: Sunday January 12, 2014

    I fully agree with this article. While it is great to have technological innovations, people developing those should never stop asking themselves (and others) what people really want. Just because something can be developed and produced does not necessarily mean that it
    • is needed
    • makes our lives easier
    • is what people really want

    New technology can be something great, if it makes our lives easier or is at least fashionable and stylish, but too much things are produced nowadays, just because it is possible. While a 3-D printer might be a great tool for medical professionals and other specialised uses I highly doubt the usefulness for normal households in the near future. Why would I want to spend € 1000,- to print plastic stuff I can buy for a few Euros?

    Instead of aiming for new gadgets that are not really needed more effort should be put into developing new technology that can solve problems that have been considered unsolvable so far and make the lives of people not only easier but also better. It might be naïve to wish for this, but why not use all this new technology and all these new opportunities to do something useful?

  16. Social networking sites and our lives

    Author: Keith Hampton, Lauren Sessions Goulet, Lee Rainie and Kristen Purcell
    Source: The New York Times / Pew Research
    Publication date: June 16, 2011

    I agree with the issue that SNS use might diminish human relationships and contact, perhaps increasing social isolation. There’s a huge danger that more and more young people think their facebook contacts (friends) are similar with real-life contacts. But in fact there are many facebook users who don’t even know their social media friends in real life (there are about 7% of each Facebook user’s friends which he never met-in-person). By some accounts, Americans spend more time on SNS than doing any other single online activity, which is very disturbing. It seems like they’re addicted to that social online life and behaviour.

    Surveys show that users of social networks are getting older and especially the age group 50-65 increases greatly. I have not yet had this experience… In my view, most users are still under 35 years old – at least in my social environment on facebook.

    The Education distribution on social networks is very interesting. The higher the education is the more people use the platforms LinkedIn and Twitter. Facebook and MySpace are most used by people with college and high school degree. I think that’s because Facebook’s basic idea was the networking of students and MySpace is used by young and creative people.

    If we consider the length of time people are logged on to the respective network, MySpace is at the forefront. I believe that the permanent status messages on Facebook and Twitter annoy a lot of people and therefore they log off quickly (after 6 to 12 months) again. On MySpace, however, they create themselves their own little websites and most stay registered for 2 years or longer.

    Because of the fact that Facebook users are more likely to comment on another user’s status than to update their own status, i think this network sometimes just works as an entertainment platform. Most people don’t even use the private messages on Facebook and in my opinion it always seems to go about getting the coveted “Like” click.

    The good thing is that overall, Americans have more close friends than they did two years ago. The increase in this ratio is due to the social networks. Shockingly, however, that within two years over 18% of social network users do not know the names of their neighbors (2010). In 2008, there were still over 30%.

    I think these numbers very concerned and hope that most social network user able to find back to her real life and real friends. How should the world otherwise end? Shops close due to online shopping and people only communicate through e-mails and Like-Clicks …

  17. Stefanie Christ says:

    The Impact of Social Media on Children, Adolescents and Families


    Publication date: 28th March 2011
    Source: American Academy of Pediatrics

    The article mentioned above describes the problems and the impact of social media usage on children, adults and families. Social Media plays a role in my life and I use it regularly but I think you should also be aware what this kind of media does with you. The article shows how important social media is for individuals and their togetherness. Numerous examples are shown for the use of social media as well as its benefits and risks. In my opinion social media does indeed have its advantages (and these are also pointed out in the article), but you should always know how to use these media. Above all parents should think about how they can protect their children against improper use. This does not mean that social media should not be used, which is also clear in the article. The article gives helpful advice on how you can put them into practice. I also think it is important that everybody thinks about his or her own use of social media because as described in the article you often realize it until it is too late.

  18. Ricardo says:

    5 Social Media Trends To Kill In 2014
    I commented on the blog post „5 Social Media Trends To Kill In 2014“ ( by Courtney Seiter, published on 09.01.2014 as follows:
    „Thank you very much for your article! I like the five points you outlined in this posting. I think that in 2014, we’re going to see where social media will be heading to in the future. Will Facebook be able to stay dominant? From my point of view, the time has come for something fresh, for something new. Facebook has become boring a long time ago and I think that users are willing to leave that ship in order to change to another, a better one.“

  19. Timo Baier says:

    Why Social Media Is So Important for Your Business in 2014


    Publication date: 10th February 2014
    Source: buisiness2community
    Author:Yasmin Bendror

    I think the article is very interesting, because it is shown how important digital and social media for companies in 2014 is. I agree that it is necessary that social media marketing has to be part of their marketing and PR mix, because without these strategy it is very difficult for a company to survive in this fast business environment. I also agree to the many benefits of social media that are listed in the article.

    Furthermore I agree with the statement that social media is a game changer. It has never been so easy to communicate on a personnel level with their target audience on a daily basis. I think this in an important point, because according to the article every Americans spend an average of 37 minutes daily on social media, this is more than any other major Internet activity, including email.

    I also agree to Yasmin Bendror that one key factor driving the social web in 2014 is mobile. I think it is more easier to get access to the internet and the social media by using a mobile phone. It is faster than a Computer and you can use it where ever you want.

    According to the article in the USA it is possible to reach more people with YouTube than with the cabel television. Currently in Germany I think the television reach more adults than YouTube and I think that will also be in future. I don`t think that YouTube will be more popular than cabel television, because the majority of the population use the television in the evening with their families.

    Summarizing all points in the article are very important to be successful with business in the world wild web. Without using social media you have no chance to get in mind of the people. I`m sure social and digital media will become more and more significance in peoples life.

  20. Magdalena Berchtold says:

    Title: How to master the 4 big social-media platforms?


    In this article Gary Vaynerchuk bring is exactly on the point how to use which platform. I’ve known that not every social media platform is suitable for every product or company but to see the differences is very interesting.

    Social Media Marketing is for a lot of people the “next big thing,” a temporary yet powerful fad that „must“ be used and for some even a wonder drug, because it seems to be free, easy and always adaptable.
    The problem is, that a lot of people just see the potential, but not the effort that has to be put in using it successfully. One of the most important things is, that you really know which social media platform is the best for me/the product/… . So i agree totally with Gary Vaynerchuk, when he says „Think of how you act with your friends versus how you act with your clients. You behave differently based on your environment. Social media is the same thing. Every platform is like a different meeting, a different room, and you have to be cool or quality depending where you are. Most people think of social media as distribution and use the same messaging on every platform.“ I think this is so important to know especially in a business environment. Not every company has to be on facebook, if their customers use much more social media’s like instagram or vine. So in my opinion it is very important to make a social media strategy as a company and really think where it is necessary to be and what is my value to the customers.

    The best part of the article was for me how he narrowed down how to promote vine in four different channels. Always adapted exactly on the strength of the platform and through that the product itself was in the best possible light. If you are using social media platforms right, it feels for customers naturally and not aggressive or obviously placed. This is important, as customers do not want to be unnecessarily disturbed with uninteresting products or ads. That’s native advertising at it’s coolest.

  21. Annette Wilhelmi says:

    Title: Internet of things: Connect your TV, home, even your body, to the internet. But beware hackers


    Publication date: Monday, 9 February 2015

    Resource: Charles, Arthur (2015): Internet of things: Connect your TV, home, even your body, to the internet. But beware hackers. In: The Guardian. Online in the internet: (access on 14.02.2015)


    I agree with the author about some helpful additional functions due to the internet of things. For example if I would have such an oven it would be really helpful for me. I would be able to start baking a cake or warm my food already when I leave the office. When I’m at home I can just start eating and do not loose time with waiting. Also if my devices would tell me in advance that they need to be repaired, I can already make an appointment in advance and get not in the situation of stress when my device is not working and need to be repaired on the same day as I need it urgently.

    I’m quite not sure how to solve the problem with the default usernames and passwords. I can understand companies and manufacturers that they have to ship their devices with it, how else would you be able to login and configure it the first time? One more problem I see here is that you as a user have to become network admins on the connected devices. And be serious, can you really do it or is it a bit beyond yours’ abilities? So I think most people would just connect the internet of things device into the network and when it is working they just leave it in the way they got it. So they are not changing password or any other configurations due to security. So in my opinion I wouldn’t use those devices for all my items in the house. Think about the following situation: Nearly all your devices in your home are connected to the internet of things. You have misconfigured something or you just let the passwords and usernames as standard. Then you are going on holidays and enjoy it there. But what you don’t know… Hackers already opened your house and are now in and rob you, because your devices were the weak link in your security.

    Furthermore you can protect your own home from devices with access to the internet of things, but what happens if friends or colleagues are coming to your home and are having those devices with them? So yes, you can avoid certain problems such as door locks and your fridge and the like but even if you don’t have a smart-TV, your guest will be wearing a jacket that has sensors in it that have been hacked and so on… So I’m worrying like the author with the privacy issues.

    One more problem that we are facing already today is that we are watched from our governments. They track us, they keep data from us and we even don’t know when, where and why they do it. We are already visible that’s the reason why I think the internet of things will not really change this point a lot. Although we can be afraid when the internet of things is coming more, but for me it is already the situation nowadays.

  22. Nicole Schnetzer says:

    Title: The golden days of free, mass social media reach never really existed
    Author: Jerry Daykin (Global Digital Director at Dentsu Aegis network)
    Published on on January 12th 2015


    I agree with the opinion of the author who states that brands shouldn´t be moving completely from big social media platforms such as facebook or twitter to newer platforms such as Pinterest or Instagram just because they think it will be cheaper to reach an audience there. He says that companies should invest money and pay for sponsored posts (for example) on facebook because there are more people on facebook than on newer social media platforms. I don´t agree with this part of the text because in my own experience I don’t read the sponsored posts because I classify them as an advertisement and therefore find them (mostly) annoying. However I think it is true that money should be invested in more memorable content and that even though companies don´t reach everybody on facebook, they reach a larger amount of people on this social media platform than on a newer platform due to the base quantity of users. What I find important for companies to take into account is the fact that the demographics of facebook users are changing. Especially when looking at the age of the users it can be seen, that more and more older people use facebook. Should your target group be young the company should take this into consideration and calculate if it wouldn´t be easier to try and reach their (potential) customers on the new social media platforms.

  23. Sandra says:

    Link to the article:

    Published February 11, 2015

    Quite a compliment for twitter – the platform is definitely important enough to get on the radar of governments. The internet has risen over the years to a very influential platform of liberty and free speech. Social networks allow people to group together or communicate anonymously. This is such a powerful development governments fear the effect (e.g. China and facebook…). But of course it is alarming when governments try to take control over what is happening in these networks and ask the platforms to deliver data about their users.
    On the other hand the internet is not a legal vacuum. The medium can also be used for illegal actions and personal attacks. Even if we have the freedom of speech we still need to ensure protection from those things. Detection of terroristic attacks is just one example for this. In my opinion this will be a major challenge of the future.

  24. Dajana says:

    Digital marketing: experts reveal their trends and predictions for 2015

    Title: Digital marketing: experts reveal their trends and predictions for 2015
    Autor: Adam Davidi
    Published on 12/16/2014, accessed on 01/19/2015

    The article deals with the predictions of experts how digital marketing will be used by companies this year. Five experts state, that they see the following trends:
    • Tools are being further integrated with the internet of things
    • Refreshing content
    • Personalization of content will be a big trend
    • Digital should not be seen as separate to marketing
    I agree, because to keep content up to date is definitely important. There is nothing worse, than surfing in the web and recognizing that the content is not up to date. Interesting was, that digital is often still seen as separate to marketing. I think this is not a good approach, because digital accounts for over half the media spend in UK. Therefore the digital ways of marketing should be seen integrated and not separately. However it can be said, that companies will definitely make more use of digital media for marketing purposes. They have to consider that more and more users are not only surfing on the laptop and that many even replaced laptops with smartphones or tablets. Also more and more old people become familiar with digital media. All these trends and changings should be seen and handled from companies.

  25. Yannick von der Dellen says:

    Jayson DeMers on Top 7 Online Marketing Trends That Will Dominate 2015

    Link: (Downloaded on January 19, 2015)

    In my eyes there is a great risk that the increasing number of Social Media Ads leads to more and more annoyed users. Whereas Google-users actively search for useful information and therefore are willing to also see some ads, Facebook-users first of all want to interact with their friends and see posts, videos and photos from them. But sponsored posts already swamp Facebook and especially Digital Natives start to question the credibility of these ads. If Facebook continues with the actual advertising policy, it might be that in the near future investing in Social Media Ads might cause a negative impact on your brand-image instead of improving it.

    The author also indicates these risks and admits that there’s a need to interact with potential customers on a human level. One of the biggest challenges of Social Media Marketing is to manage the interconnections with SEO, content marketing and email marketing to strengthen the brand awareness but not making customers upset.

    Basically it’s all about what we’ve learned in course: The most ineffective way of using Social Media as a company is not including it into the business model. If you only see as a part of your communication policy you’ll fail. If you want to benefit from the Online Marketing Trends of 2015 you need to implement it and critical question what your customers really want. Taking out too much ads might effectuate the opposite of what you wanted to achieve with your Online Marketing Strategy.

  26. Anna says:

    “Life after a viral nightmare: from Ecce Homo to revenge porn”

    Author: Leo Benedictus

    Published on on January 1st 2015


    While reading the article and the following interviews with the concerned persons, I really doubted the intellect of people. In the case of “Alex from Target” I looked on the first tweed from the British teenager that caused the turning point in Alex ‘live, I searched for something embarrassing, illegal or heroic, but I could not find. For a teenage girl, poor Alex might be looking cute, of course, but why caused this such a hype, why he became famous? I have no answer except the silliness of people. If the picture would have had any content that is embarrassing, ok. People tend to voyeurism. But there is nothing, simply nothing.
    The gawping tendency of people ruined the health of the widow that had done the “restoration” at Ecce homo. Unfortunately she ruined the picture. But how many cultural monuments are destroyed on the world, right in this seconds? I really ask myself what initiates people to visit the church with the picture – without any valuation, what goes on in their minds?
    The date of Quentin Tarantino made the mistake to send an e-mail with the captious content of Mr. Tarantinos likings. But again, the voyeurism of people caused the storm, in which’s end a ruined career can be found. The case of Mrs. Chiarini is really regrettable and I admire her courage and power of endurance to protect others from revenge porn.

    The stories of the persons mentioned in the article make me sad about people’s behavior. Perhaps few should pause for a moment and think about consequences. Or use the time to look on the whole picture, not only on the detail that is served up on the plate. Usage of mind and perhaps a small portion of humility would be a first step in the right direction.

  27. Fabian Hille says:

    How Social Media Engagement will impact the Retail Space in 2015

    Resource of the Article:
    Digital Marketing Magazine / UK – 23th of January 2015

    Link to the article:

    Since socials media has become a central part of most people’s live it´s influence on the costumer behavior rises hence I basically agree with the article. I see the benefit of social media for the companies using it for its interaction with customers in the relatively neutral participation of other customers in convincing undecided people to finally buy.

    Whilst agreeing with the saying in the article that companies must not underestimate the potential of social media I retain a critical opinion about the use of social media as direct sales channel. Not because of having doubt that it works but rather that it is very challeng-ing to integrate a platform of which companies have less control than over their own web pages. The example of ‘Wanted Shoes` that used pictures of it´s customers to promote its products by linking the customer to its web shop is a great idea in my opinion. However this example does not promote social media as direct sales tool but rather as platforms for generating interest and linking customers to the online sales pages of the companies.

  28. Barbara Hartmann says:

    “ Why Community Management Is Different From Social Media Marketing”

    Author: Jayson DeMers
    Published on on February 12th 2015



    I totally agree with the authors’ opinion, that there is a difference between Social Media Marketing and Community Management. The problem with using these terms in business life is just that most of the people only using buzz words instead of knowing directly what they are talking about.

    I like that he differentiates between perception and reality for both terms. But actually in my opinion the ‘reality’ definition is a bit too superficial. Especially the part of Social Media Marketing as described by Jayson DeMers is partly unspecified in terms of how important interaction is for a company on for example the facebook page. It is not only about having a page and getting people to like it.

    That is the point where Community Management plays a huge role for Social Media Marketing to align a complete Marketing Strategy, as well as a cross-media campaign of a brand, structured and successful through all channels.

  29. Victorio Schlecker says:

    Title: More people use mobile devices to buy groceries than any other retail category

    Author: Dave Smith

    Published on on February 24th 2015


    I agree that mobile devices are becomming more and more popular, compared to PC’s, when it comes to online shopping. I see the same development with me. With increased regularity I use my smartphone to buy stuff.

    I also agree when it comes to the distribution between stuff which is primary bought on PC’s and things which are increasingly purchased on mobile devices. I think the reason that mobile increases in some product fields more than in others arises from the heterogeneity of the respective products. The more heterogeneous a product is, the more often people use their PC to buy it. Propably because people are looking for more detailed information and several offers.

    The article says, that especially the grocery e-commerce is booming. Not only that groceries have the highest share of purchases on a mobile (37%) but also that a growth of 21% for each of the next three years is predicted. These numbers are valid for the US market. In my opinion such a growth of grocery e-commerce can not be reached in Western Europe. There will be a growth for sure in this field, because grocery e-commerce is just at the beginning in Europe. But I think the total amount of this online business will stuck at some point. In my opinion the reason therefor is, that there is a development towards fresh, heathy and sustainable food in our society. In the last few years people shifted away from buying their food in huge hypermarkets or discounters. People are buying and eating more conscious. So I think the origin of grocery is getting a more important role. People want to see, feel and smell the food they want to buy.

  30. Daniela Schädle says:

    Title: 15 digital marketing trends for 2016 that could destroy your business.



    Date of publication: 22th November 2015

    I mostly agree with the article of Mr. Bullas. In the first place I was a little bit shocked about the title. Does digital marketing destroy businesses? Out of my opinion it is an enabler and not a destroyer, therefore the title is hyperbolic. Mr. Bullas points out that the marketing business like it was till now will be destroyed. There is a need to think new. Therefore it is wrong to say, it destroys business; but it destroy business models. Mess media marketing won’t work with Generation C. This generation found a new way to kill time by being in the digital world. This is also what I observe in my daily life.

    “Marketing changed” and “staying in your comfort zone is not an option in a digital world” are quotes I completely agree on. Therefore it should not be a threat that something changed. It is important be stay open to the opportunities like the ability to reach a much bigger market by moving from local thinking to global or scaling and amplifying your efforts with technology or measurable results from data that reveals what works and what doesn’t and or free crowd sourced social media brand content that amplifies your marketing for free. This leads to the need, that marketers and the users characterize themselves as nimble, agile and dedicated to a lifetime of learning and innovation.
    Trends like more technology, robots, global thinking and individualization, data analysis and the acceptance that mobile is not only a screen, are only the tip of the iceberg.

    I think as students of Economies it is important to stay open for trends, learn out of it and make business the way it works out best for us and our surrounding. It is not about trends, it is about the question what we can make out of it.

  31. Daniela Schädle says:

    Title: People Want to Know and Like You. Invest in Your Personal Branding Now.


    Resource: Entrepreneur Media, Inc. by Mel Carsen

    Date of publication: 15th January, 2016

    I agree with the article that it is crucial for entrepreneurs to build a personal brand. You tell your story in the social media, which links people together. This helps investor by following you and to score your reputation and stability. I think, this article is a great starting point to think of an personal brand, that is more and more important not only for entrepreneurs, but for every member of the network society. So tell your story!

    It is interesting that Mr. Carson try to give something like a superficial 5-step recipe. Most important recipe steps are “Update your social profiles” and “Delight your audiences”. I think that are nice advices and must-haves. Being up-to-date is the only way to attract people in long-term relationships. It is a sign, if you are really connected in the networks. In contrast, posting something don’t mean that the new details add real value to your profile or your story. All information that is given to social media must be “actionable, useful, relevant, engaging and offers some utility for your audience members”. Therefore a better advice would be: Add value on regular basis to your original story. It is a really good advice; I also focus on these indicators by every digital activity. It helps to stay focused on the most important thing that you can give to the social commodity: Your Story!

  32. Daniela Schädle says:

    Title: 15 digital marketing trends for 2016 that could destroy your business.



    Date of publication: 22th November 2015

    I mostly agree with the article of Mr. Bullas. In the first place I was a little shocked about the title. Does digital marketing destroys businesses? Out of my opinion it is an enabler and not a destroyer, therefore the title is hyperbolic. Mr. Bullas points out that the marketing business like it was till now will be destroyed. There is a need to think new. Therefore out of my opinion it is wrong to say it destroy business, but business models. Mess media marketing won’t longer work in the Generation C. This generation found a new way to kill time by being in the digital world. This is also what I observe in my daily life.
    “Marketing changed” and “staying in your comfort zone is not an option in a digital world” are quotes I completely agree on. Therefore it should not be a threat that something changed. It is important be stay open to the opportunities like the ability to reach a much bigger market by moving from local thinking to global or scaling and amplifying your efforts with technology or measurable results from data that reveals what works and what doesn’t and or free crowd sourced social media brand content that amplifies your marketing for free. This leads to the need, that marketers and the users characterize themselves as nimble, agile and dedicated to a lifetime of learning and innovation.
    Trends like more technology, robots, global thinking and individualization, data analysis and the acceptance that mobile is not only a screen, are only the tip of the iceberg.
    I think as students of Economies it is important to stay open for trends, learn out of it and make business the way it works out best for us and our surrounding. It is not about trends, it is about the question what we can make out of it.

  33. Riccardo says:

    I agree with the article that due the digitization some people are loosing or will loose their jobs. Some old people can not move with the fast chance in technology.
    And of course of the implementation of e.g. self driving trucks some people will loose their jobs. But I think that due the digitization there will be developed a lot more jobs in the future.

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