"We observe pent-up demand in the mobile business".
SOCIAL MEDIA Manuel P. Nappo was named "Digital Pioneer of the Year" by the IAB Switzerland last November. The head of the Social Media Management department at the HWZ University of Applied Sciences in Business Administration Zurich reveals what the trends in social networks are and where there is still the most catching up to do.
Manuel P. Nappo is Head of Social Media Management at the HWZ Hochschule für Wirtschaft in Zurich, http://www.fh-hwz.ch/de/fsmm.htmMK What does the title "Digital Pioneer of the Year" mean to you?MANUEL P. NAPPO A lot. It's nice to see that my efforts are appreciated in the digital market. This award confirms that we are on the right track with the Social Media Management specialist unit and our range of courses at the HWZ Hochschule für Wirtschaft Zürich.MK You have been head of the Social Media Management department at the HWZ since the beginning of 2012. What is your conclusion after almost two years?NAPPO The conclusion is extremely positive. In the last two years, we have been able to accompany well-known Swiss companies and organizations on social media. These include Geberit, "Das Zelt", the Zurich Film Festival and also the canton of Aargau.MK What were your greatest successes as head of the specialist unit?NAPPO My personal success was definitely the first implementation of the CAS Social Media Management with all the preparations behind it. Until the day finally came when the first students entered the study room - a nice moment that I like to think back on. Another highlight was the mention by Katie Stanton (Head of International Markets at Twitter) in an interview in the SonntagsZeitung (http://bit.ly/12gbPjZ). Stanton had noticed that we had looked for and found an IT apprenticeship for a young person with a severe visual impairment via Twitter and Xing (http://bit.ly/1g2Wu1l).MK Where do you still have some catching up to do?NAPPO We see a need to catch up in the challenge of mobile business. Most companies are still completely unprepared in this area. With the CAS Mobile Business, we offer targeted know-how on this topic.MK How do Swiss companies compare internationally when it comes to social media management?NAPPO Different. Some companies are very fit, while for others social media do not yet play an important role. However, the demand for a dedicated social media strategy is currently rising sharply in many companies.MK What are the biggest mistakes companies make in social media management?NAPPO The capital mistake is when companies do not commit to social media. Many companies lack a clear strategy and the appropriate resources. Otherwise, you can't go far wrong with an authentic, respectful and open approach.MK Which social media platforms will gain in importance in the future?NAPPO (laughs) If I knew that, I would buy their shares. All joking aside, the big four - Facebook, YouTube, Twitter and Xing - will continue to dominate. In addition, there will be a plethora of "special interest platforms" depending on the topic. Vine for short videos, Instagram for photos, Whatsapp for chat, and Snapchat for snapshots.MK What trends do you expect to see in social media over the next few years?NAPPO In the future, the digital world will be seamlessly integrated into real life and successful business models, and will be intuitive, dynamic and omnipresent.Interview: Simon Wolanin
