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social media online seo brand evangelist communities web2.0 viral spirale marketing organisation social media marketing communication social media strategy kommunikation interaction digital communication namics guidelines corporate social media social media monitoring studie controlling dashbaord webdesign online-text content texten webtexten web-content design social shopping webshop online-shop e-commerce online-marketing vermarktung branding dialog multichannel omnichannel owned media kanalauswahl omni muli overload paid media cross media channels mobil-strategie mobile mobile strategy strategy web unternehmen ressourcenplanung 2011 corporate social media strategie social media ressourcen prozesse ergebnisse social media prozesse social studies private banking privatbanken projektmanagement scheitern misserfolg fail thesen