@phdthesis{Fischer2021,
  type      = {Bachelor Thesis},
  author    = {Gino Fischer},
  title     = {Konzeption und Umsetzung einer Social-Media-Strategie f{\"u}r das Skateboard-Magazin \"SOLO\"},
  pages     = {61},
  year      = {2021},
  abstract  = {The presented media practical bachelor thesis is about the conception and implementation of a social media marketing strategy for the skateboard magazine \"SOLO\". The print magazine is one of the most circulated in the skate scene, but this is not reflected in its relevance on social channels. The primary goal of this strategy is to significantly increase the attractiveness of the magazine as an advertising partner, so that new marketing potential can be tapped, especially in the online sector. After explaining the function of journalism in skateboarding and how this is formed from the subcultural shape of the sport and the scene, I lay the foundation of the new strategy for the social channels by conducting an industry-independent benchmark analysis. The catalog of measures for „SOLO“ stemming from the analysis revolves primarily around efficiency, exclusive content, and manifesting and reinforcing the company's own trademarks to the outside world. Also particularly exciting is the gamification factor, which shows up strongly in the strategy, especially in Instagram stories and in the field of in-game advertising. Even before the benchmark analysis, the work revealed how important video content is for the target group of skateboarders*. However, the great success of infographics proved that other content formats are also very well received, at least by „SOLO“'s target audience. This success was assessed by looking at key figures relevant to the defined goals and speaks for the fact that „SOLO“ should continue to produce alternative content formats for the scene that pay attention to the trademarks. In the implementation, which is partly parallel to the conception, it has been shown that the elaborated strategy to a large extent already shows significant success in the short term. In the final reflection the strategy is evaluated realistically as well as critically up to the time of delivery of the work, by admitting also errors at the strategy. Overall, however, the elaborated strategy for the magazine is successful, which is proven throughout this work with figures and examples.},
  language  = {de}
}