Conference Magazine - Deutsches Eigenkapitalforum

Introduction
Channel Börse Frankfurt at YouTube
Topics: Second-hand utilisation of a film for
newcomers, TV interviews and panel discussions.
Since: April 2008
23 uploaded films
More than 160,000 views since the beginning
150 subscribers
www.youtube.com/user/BoerseFrankfurt
Source: Deutsche Börse
Open for criticism?
The comment function on YouTube, a service which is of
course actively used, seems to be a challenge for many
companies there. The YouTube community equally criticizes
and praises contents. Comments aiming below the belt can
easily and understandably be deleted if editorial guidelines
for discussions have been provided. Basically, there is often
a reason why contents get criticized and thus there is the
possibility to respond to it in a suitable manner. In our experience,
dealing with critical comments has always stolen
away the thunder of the harshest critics.
Facebook: Building a Community
At the moment, Facebook is the most widely used network
worldwide. If Facebook was a country, it would be number
three after China and India, ranking even higher than the
USA. In this “country” you can keep your network up-to-
facebook.com/boersefrankfurt
Topics: Everything worth broadcasting in real-time, e.g.
the IPO of a company featuring pictures from the floor,
the current results from the weekly sentiment, but also
betting games, book reviews etc.
Since: February 2010
1,800 friends, 700 of which active per month.
An average of 20 new friends per day
Source: Deutsche Börse
Page 22 Deutsches Eigenkapitalforum Fall 2010
date with status messages (and links, pictures or videos, if
you like). Companies operate Facebook pages, and members
identify with them. In the meanwhile, many other web
pages have incorporated the “Like”-button on their websites
and users can immediately tell their network what they like.
What makes Facebook an interesting back channel is the
fact that members are much less anonymous than in
forums or on YouTube. They might use fake names, but
they are always visibly present with their networks. They are
real users, there is almost no spam on Facebook and discussions
are mostly led constructively. Nevertheless, the
same rules still apply to criticism, namely to approach it
openly and equally.
Twitter: Disseminator for real-time messages
Even though the Twitter world is limited to 140 characters
per message including links, the information service is still
growing. Companies and news services use Twitter for
spreading news of all kinds, and the followers tweet it to
their network. Side effects are unknown.
Our conclusion: It is worth it
It is not yet clear where social networks are going. Things
that work today can be different tomorrow. Nevertheless, we
now have the chance to gain important experience in social