Trial & error @ #Neuland: A note to Springer, Merkel and her @RegSprecher (…) While in the case of the Government spokesman Steffen the medium also bumping up against appropriate message which bears approached desired audience, Seibert direct communication at direktzurkanzlerin quickly the limits of their possibilities, as soon as issues on the table, what atmosphere can answer the Chancellor out of national interest not in the four eyes, as these are often directed to them. (…) The viral YouTube video of Axel Springer AG for the extraction of media entrepreneurs playful puts it in a nutshell. Social media are not ends in themselves, but require the strategic integration in the overall communication of a company. In a sense, he extended online arm of classic and confidence-building communication through different channels and networks. Each social media channel serving specific communication purposes and audiences. While Government spokesman Steffen Seibert, for example, in addition to the classic Press release officially informed about Twitter @RegSprecher and responds Chancellor communicates among other things online via the voluntary platform for dialogue direktzurkanzlerin directly with citizens. But does social media communication so easily? Is it possible solely through the dialogue offer on the net to create confidence and to build a sustainable dialogue with specific target groups? A substantial following, also will return if necessary, to contact the respective protagonists? The Followerzahl of over 100,000 seems Steffen Seibert right to give, he served but experts over a competent network, which is used to work with the compressed information on Twitter. “” “While in the salmon case the medium” also the appropriate message “is up to the desired target group, direct communication with direktzurkanzlerin quickly reaches its limits, once get topics on the table, which the Chancellor already out of national interest not in the private atmosphere” can answer how this often be addressed them.

“So the correct media” but unfortunately no Royal content for the message transparency “, if the promised openness may just in unsatisfactory answers to the expectant citizens? Against this background, it is therefore useful to consider social media communication not isolation. Rather, it is important to understand social media, which is included in total cross-media communication network, dialogue and feedback instrument as an integrated and inclusive instrument. (New) Technology can be also only an additional Stirrup of classic (political) corporate communications, who lives by the integrated networking of all relevant actors and information flows. Now as a journalist for a specific subject area or a politician or company for its concerns communication is always a sustainable social act at the end. Possible see also the summary of the BAJ’s last podium comments and discourse on this topic Working Group press and public on 1 March 2013 in the PresseClub Munich among others to the topic of social media and responsibility: news/sporty communications competition