Be Digitally Visible & Convince your Audience

Social competence communication & resilience training, learning the power of rhetoric & positioning, charisma appearance impact strengthening

Simone Janson, Simone Janson, Simone Janson

• Publisher: Best of HR – Berufebilder.de®
• Year: 2024
• ISBN:
  9783965963498
• Edition: 4
• Topic: Business
• Subtopic: Marketing internazionale
• Index: Business

In the 4th, completely revised edition of this groundbreaking guide, published by an award-winning publisher, renowned experts (overview in the book preview) combine their knowledge with interactive AI. This unique combination of decades of experience and state-of-the-art technology enables you to master challenges on a whole new level. Thanks to the innovative transfer of information, complemented by personal experiences of success, you can realize your goals and reach your full potential. Because digital visibility often decides your career. Unfortunately, many good work performances remain hidden from colleagues, bosses and superiors because the diligent worker bees do their brilliant day's work in the quiet closet, silently and secretly dreaming of more recognition. A problem that is likely to intensify in the home office. The solution is to make yourself and your concerns more visible and heard digitally. It helps to position oneself and one's issues accordingly and to communicate this to the outside world using modern means of communication such as videos, social media blogs or podcasts in conjunction with brilliant rhetoric. After all, everyone has something to say and digital tools contribute to being heard with your own message. This book will help you build your visibility. For its concept "Information as Desired, " the publisher won the Global Business Award as Publisher of the Year and received government funding. It is also a partner of the Ministry of Education and Research of the Federal Republic of Germany. The goal to give you the best possible content on topics such as career, finance, management, recruiting, or psychology goes far beyond the static nature of traditional books: The interactive AI Extended Books not only provide AI-optimized content in several languages based on data analysis but also allow you to ask individual questions and receive advice tailored to your personal interests. Each book contains detailed information and examples for your successful use of AI. You can utilize AI software for free, download e-courses, collaborate with workbooks, or engage with an active community. So you gain valuable resources that enhance your knowledge, stimulate creativity, and make your personal and professional goals achievable and tangible. Expertise and technical innovation go hand in hand, as we take the responsibility to deliver well-researched and informed content seriously, honoring the trust you place in us. Due to the unique combination of human expertise and innovation, we can publish works that meet your requirements in every aspect. And furthermore, we want to offer you the opportunity to make your journey towards personal growth and success even more unforgettable. We understand that true change occurs not just in the mind but primarily through personal experiences and application. Therefore, we've conceptualized special success journey experiences tailored to each book for you. Be inspired to elevate your life to an entirely new level. By purchasing the books, you can also do good: The publisher dedicates about 5 percent of book sales revenue to socially relevant or sustainable projects. We provide scholarships, support innovative ideas, and contribute to climate protection initiatives. Publisher Simone Janson is also a bestselling author and one of the top 10 influential German bloggers according to the Blogger Relevance Index. Additionally, she has been a columnist and author for renowned media outlets such as WELT, Wirtschaftswoche, or ZEIT - more about her can be found, among other places, on Wikipedia.

Digital attention in social media: the power of numbers
// By Simone Janson

Anyone familiar with social media knows that this is a lie that the bars bend. If you are not afraid of legal consequences, you can read the tips below without irony.

Britney Spears will be….

Become Britney Spears. At least on Twitter. Or any other celebrity. The main thing is known! Really true! A great way to get as many followers as possible is to tweet as a celebrity. Since Twitter, unlike Facebook, still allows so-called fake accounts, i.e. fake user accounts, this is easily possible: You simply create a Twitter account under the name Britney Spears - of course, any other celebrity is possible - and start tweet as realistically as possible. If you have enough followers - say 500.000 - change your account to your real name. Of course there will be a bit of a waning among your followers, but a few 1000 pieces are sure to get over. Of course, there is also a risk of a warning, even if you remain anonymous on Twitter. But you have to live with this risk.

Using a very similar method, the Vienna MuseumsQuartier has more than 25.000 fans on one Facebook-Side secured. According to the Austrian daily DerStandard, it was founded in February 2009 by student Helmuth Lammer as a private person. As an unofficial page for the MuseumsQuartier. Lammer won more than 25.000 fans within two years. In April 2011, the MuseumsQuartier Lammer offered two annual tickets and a 'goodie pack' for the site. When the student did not want to give it up, the MuseumsQuartier applied to Facebook the merging of your own Facebook-Page with that of the student Lammer. 25.000 fans for free - a successful coup from the perspective of the MuseumsQuartier. The site has over 28.000 fans today.

A well-known American TV broadcaster can only dream of that. There, Twitter users had bought their own Twitter name for a lot of money. Just stupid that the users kept the account with many thousands of Twitterers and were only allowed to rename it. What a business model! The German ZDF was more intelligent: Marco Bereth from Schwäbisch Hall and Michael Umlandt from Heilbronn secured the @ZDFonline account on Twitter in June 2009. That's how they charmingly tell journalist Richard Gutjahr at Republica 2011 because the account was simply missing. So they did it themselves! And that is very good: @ZDFonline responds to criticism, thanks kindly for a positive response, helps further with questions about the program. You take the account @ ZDF-Neo from another fake user. He is glad that he got away without a warning. In the end it gets too hot for them and they give up their account. ZDF's response: Surprisingly positive. Instead of legal steps, there is an employment contract - because the two did their job so well.

... Or straight to jail?

Things don't always go so lightly: Shortly after the disaster at the Japanese nuclear power plant in Fukushima, the @Atomforum_eV account was announced on Twitter, which went from under 200 to almost 4.000 within a few hours. However, it was not about the real atomic forum, but a satire account, which satirized the attitude of the atomic forum Germany with cynical tweets and used the logo of the atomic forum at times. The real atomic forum distanced itself from the account, and announced to do everything possible to fight the satire account. Legal steps were not ruled out either, the satire account and all followers were temporarily deleted. Surprised by the impending Streisand effect, in which the attempt to suppress information in the network, the exact opposite is achieved, the Atomic Forum finally rowed back.

If you are afraid of warnings and criminal prosecution with such methods, you can choose a completely different method. Go to jail right now. A political student from Berlin was arrested at an anti-nuclear demonstration. When he was transported to a prisoner collection point, he tweeted so heartily and polemically about the lack of toilets, bitter cold and lack of drinks that one might think that he was on the way to Guantanamo. His reward: More than 300 new Twitter followers in just a few hours.

Is that too risky for you? Don't want to be arrested in the freezing cold in the middle of winter? I have a better idea: you can cheat right away!

Mass instead of class: click fraudsters and fake accounts

In fact, it's no problem to artificially and manually push your follower numbers up. For example, by simply relying on the courtesy of those around you. Because on Twitter or on Facebook Many follow back out of politeness. Some also do it fully automatically! So follow such people for a few days, then unfollow them again.

Or you can use software or a service provider that can quickly complain to a few thousand fans or followers in one way or another. 10.000 fans for 199 euros for your own FacebookSite is the best value for money that I found on the subject - on Ebay. There is also less: 1000 fans for 39,95 euros. And for Twitter you can buy entire accounts with allegedly active followers - 4000 for 49,95 euros. If you don't believe it: Just look for “Facebook Search for fans ”or“ Twitter followers ”.

A lot of agencies and service providers offer their services on the Internet without any awareness of wrongdoing, whereby the boundaries between serious advice and sold fraud are fluid. The site of Twittcoach Stefan Berns, for example, promises its customers: “With our follower building service, we build exactly the followers you need for effective and successful Twitter marketing for your accounts, according to your keyword specifications. We proceed extremely sensitively and harmoniously within the framework of the Twitter guidelines. " But (apparent) seriousness is obviously not available at bargain prices. 1000 followers cost 140 euros at Berns, for 5000 followers the customer has to shell out 700 euros. And the video platform sevenload, which belongs to Burda, offers so-called viral seeding for videos on its website, which is ultimately about nothing other than artificially generated user access. On the company website it reads like this: “The sevenload seeding team researches the right target groups for your marketing campaign on the web. We distribute your video message systematically on the sevenload platform and in a variety of social networks. These include, for example, communities, specific forums, blogs and fun and leisure portals. In addition, sevenload uses the most important social bookmarking and microblogging services for seeding in order to spread your advertising message. With the seeding measures, we guarantee you a previously agreed number of video views in the desired period. "

Insanity with a method

But that is exactly the crux of the whole story: even when it comes to real users who, like the more serious providers of such marketing measures, voluntarily follow or click: As long as it ultimately only comes down to one before To achieve a coordinated number of fans, followers or clicks, the actual benefit remains in the dark, as does the origin of the new Internet friends. Apparently, reports DerWeste, there is a lively “fan” trade, with agencies and service providers lively buying and selling fans. In some cases, these are fake accounts or software that generate fake clicks. Or the service provider can apparently quickly establish contacts in Eastern Europe, India or Pakistan. One of these service providers is the Swiss student Pirmin Steiner. Depending on the number of fans, he collects between 2500 and 5000 francs for a Facebook-Profile. His best customer so far: The Facebook-Site of the canton of Graubünden.

Insanity certainly has a method, as video journalist Markus Hündgen found out in his own experiments. He wants to push a video on youtube. Hündgen orders 30.000 video views for $ 20 from a Pakistani service provider that no longer exists. Payment is made via PayPal. To make it look more realistic, 40 ratings (including a negative one) and 10 comments, which he wrote himself and which the service provider submits under different account names, are added later. No problem, yes Hündgen is even addressed in the Facebook chat, how such clicks can be generated for the campaign of a DAX company in North Rhine-Westphalia.

By the way, you are in good company: Telekom made the headlines because it had hundreds of bogus customer reviews made by a text agency, which should create a positive mood on a Deutsche Telekom shopping portal. And the Süddeutsche Newspaper apparently bought praise for its iPhone app in blogs and in the iPhone AppStore via the Swiss service provider Trigami - the Süddeutsche speaks of a viral campaign in which bloggers could decide for themselves how to find the products.

When the click madness becomes dangerous

But even if such methods are more than usual - they are by no means honest. And not at all harmless. Companies like Facebook or Google have very strict rules about what happens to such clickers. With Google, for example, there is a threat of lifelong blocking of the YouTube account, which also results in a lifelong blocking of Google Adsense and the associated income. And at Facebook People who click on the Like button too often in too short a time, for example because they are paid for it, receive the following message: “You have been blocked from using“ Like ”because you repeatedly misused this function. This blockage can last from a few hours to a few days. Please be careful if you can use this feature again. Further misuse of this function can lead to the permanent blocking of your account. You can find more information on this on the FAQ page. "

As if the blocking or the loss of the account concerned were not painful enough for one or the other, the legal situation must also be considered. If you follow the Düsseldorf lawyer Udo Vetter, creator of the renowned law blog, the purchases of clicks, comments, ratings, etc. are clear violations of competition law - and there is a risk of warnings and injunctions. Vetter said in an interview with Markus Hündgen: “Fake call-off numbers obscure the size of the company or the actual interest in products. Fake comments give the impression of satisfied customers who don't even exist. These are both references that can lead to a purchase decision that the customer would not have made without the fakes. "

Fake fan numbers - but how?

How difficult it is with Facebook Sascha Lobo recently made it very clear: When the former Defense Minister Karl-Theodor zu Guttenberg resigned, Facebook the page “We want Guttenberg back” launched, which had over 500.000 fans within a few days. Sascha Lobo then expressed doubts about the authenticity of the fans: In his opinion, there are too many profiles that have no further interests or friends and that cannot be found on the Internet. With the help of his readers he collected, among other things, data on the increase in fans on the site in order to calculate a curve, the regularity of which provides information about possible machine support for the Facebook-Page, calculated growth curves that he compared with those of other fan pages, spoke to Facebook-Staff, taking a look at the internal facebook-Evaluation of the site - in order to come to the conclusion that the fans have to be real in large numbers. His interesting conclusion: “Just as you cannot accidentally copy two thirds of a doctoral thesis without realizing it, several hundred thousand Facebook-Users become fans without even realizing it. Despite these and other shortcomings of Facebook one has to admit that in the vast majority of cases the reaction to fakes was quick and technically precise. The creation of fake profiles is possible, but anything but trivial. It should be even more difficult to forge six-digit numbers of profiles in such a way that the technicians from Facebook - who deal with fakes every day - with the possibilities of the administrators not to recognize this after multiple checks. "

Fake fan numbers and click fraud ultimately arise from the fact that most people succumb to the fascination of large numbers. This is due to the fact that in our thoroughly rationalized world, numbers that seem objective are more reliable than, for example, trusting one's own instinct. So it's no wonder that PR strategists justify their actions by saying: "The customer definitely wants to pay - the customer gets numbers, no matter how!" But is it really all about numbers? In the course of social development, isn't it also important to think about an ethical component - especially when reading such examples? And what does social media really bring?

The ethical question: social media, PR and journalism

When we discuss ethics, it is advisable to take a look at journalism: journalism is considered the fourth violence in Germany. His condition is therefore of crucial social importance: Without independent media, there can be no independent opinion. Unfortunately, the independence of the established media is currently poor, critics already see a fifth established violence: PR, which can now reach its customers eve...