{"id":17250,"date":"2026-03-05T15:27:01","date_gmt":"2026-03-05T14:27:01","guid":{"rendered":"https:\/\/blog.zhaw.ch\/languagematters\/?p=17250"},"modified":"2026-03-06T07:45:46","modified_gmt":"2026-03-06T06:45:46","slug":"social-media-studie-2026","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/","title":{"rendered":"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet"},"content":{"rendered":"\n<p style=\"font-size:20px\"><strong>Social Media ist in Schweizer Organisationen strategisch etabliert. W\u00e4hrend die Content-Produktion aber professionalisiert wird, r\u00fcckt der Dialog mit der Community in den Hintergrund. Das zeigt die Social Media Studie 2026, die vom Institut f\u00fcr Angewandte Medienwissenschaft der ZHAW zusammen mit Bernet Relations <strong>durchgef\u00fchrt <\/strong>wurde.<\/strong><\/p>\n\n\n\n<p>Praktisch alle Schweizer Organisationen nutzen Social Media routiniert. Sie m\u00f6chten vor allem ihre Sichtbarkeit und Reichweite erh\u00f6hen sowie das Vertrauen in die eigene Organisation st\u00e4rken. Daf\u00fcr schalten sie regelm\u00e4ssig Social Media Ads.&nbsp;<\/p>\n\n\n\n<p>Dies zeigt die neue Social Media Studie Schweiz. Diese wurde am 4. Februar am Social Media Gipfel in Z\u00fcrich von Guido Keel, Leiter des Instituts f\u00fcr Angewandte Medienwissenschaft der ZHAW und Mitautor der Studie, vorgestellt. Befragt wurden rund 100 grosse Organisationen und Unternehmen in der Schweiz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ki-tools-haben-sich-etabliert\">KI-Tools haben sich etabliert <\/h2>\n\n\n\n<p>KI-Tools haben sich im Arbeitsalltag weitgehend etabliert. Sie werden prim\u00e4r f\u00fcrs Schreiben, Redigieren, das Zusammenfassen von Texten und f\u00fcr \u00dcbersetzungen genutzt. KI ist aber nicht nur Effizienztreiber, sondern auch Risikofaktor: Als gr\u00f6sste Herausforderungen nennen die Organisationen das schwindende Vertrauen in die Echtheit von Inhalten, Angst vor Shitstorms oder Datenklau.<\/p>\n\n\n\n<p><a href=\"https:\/\/bernet.ch\/wp_website\/wp-content\/uploads\/2026\/02\/Bernet-ZHAW-Studie-Social-Media-Schweiz-2026.pdf\" id=\"https:\/\/bernet.ch\/wp_website\/wp-content\/uploads\/2026\/02\/Bernet-ZHAW-Studie-Social-Media-Schweiz-2026.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Zur ganzen Social Media Studie 2026<\/strong><\/a><\/p>\n\n\n\n<p>Credits: Visual: \u00a9 Gayathri Albert<\/p>\n\n\n\n<p><\/p>\n<div class=\"pt-sm\">Schlagw\u00f6rter: <a href=\"http:\/\/blog.zhaw.ch\/languagematters\/tag\/iam\/\">IAM Institut f\u00fcr Angewandte Medienwissenschaft<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Social Media ist in Schweizer Organisationen strategisch etabliert. W\u00e4hrend die Content-Produktion aber professionalisiert wird, r\u00fcckt der Dialog mit der Community in den Hintergrund. Das zeigt die Social Media Studie 2026, die vom Institut f\u00fcr Angewandte Medienwissenschaft der ZHAW zusammen mit Bernet Relations durchgef\u00fchrt wurde.<\/p>\n","protected":false},"author":477,"featured_media":17252,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[203],"tags":[200],"features":[],"class_list":["post-17250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forschung","tag-iam"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet<\/title>\n<meta name=\"description\" content=\"Social Media ist in Schweizer Organisationen strategisch etabliert, der Dialog mit der Community wird weniger. ZHAW-Bernet-Social Media Studie 2026.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet\" \/>\n<meta property=\"og:description\" content=\"Social Media ist in Schweizer Organisationen strategisch etabliert, der Dialog mit der Community wird weniger. ZHAW-Bernet-Social Media Studie 2026.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/\" \/>\n<meta property=\"og:site_name\" content=\"Language matters.\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-05T14:27:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-06T06:45:46+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"ZHAW Language matters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"ZHAW Language matters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"2\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/\"},\"author\":{\"name\":\"ZHAW Language matters\",\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/#\/schema\/person\/aa084f536a466bb6435a802f4606646b\"},\"headline\":\"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet\",\"datePublished\":\"2026-03-05T14:27:01+00:00\",\"dateModified\":\"2026-03-06T06:45:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/\"},\"wordCount\":206,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg\",\"keywords\":[\"IAM Institut f\u00fcr Angewandte Medienwissenschaft\"],\"articleSection\":[\"Forschung\"],\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/\",\"url\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/\",\"name\":\"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet\",\"isPartOf\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg\",\"datePublished\":\"2026-03-05T14:27:01+00:00\",\"dateModified\":\"2026-03-06T06:45:46+00:00\",\"author\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/#\/schema\/person\/aa084f536a466bb6435a802f4606646b\"},\"description\":\"Social Media ist in Schweizer Organisationen strategisch etabliert, der Dialog mit der Community wird weniger. ZHAW-Bernet-Social Media Studie 2026.\",\"breadcrumb\":{\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#breadcrumb\"},\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage\",\"url\":\"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg\",\"contentUrl\":\"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg\",\"width\":1280,\"height\":800,\"caption\":\"Social-Media-Studie-2026-ZHAW-Bernet\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\/\/blog.zhaw.ch\/languagematters\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/#website\",\"url\":\"https:\/\/blog.zhaw.ch\/languagematters\/\",\"name\":\"Language matters.\",\"description\":\"Ein Blog der ZHAW Z\u00fcrcher Hochschule f\u00fcr Angewandte Wissenschaften\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.zhaw.ch\/languagematters\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"de\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.zhaw.ch\/languagematters\/#\/schema\/person\/aa084f536a466bb6435a802f4606646b\",\"name\":\"ZHAW Language matters\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"de\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/1311e7d332cc363ef9b3e3a290a7a7f6e1dadbc66d250832041e89065c581b44?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1311e7d332cc363ef9b3e3a290a7a7f6e1dadbc66d250832041e89065c581b44?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1311e7d332cc363ef9b3e3a290a7a7f6e1dadbc66d250832041e89065c581b44?s=96&d=mm&r=g\",\"caption\":\"ZHAW Language matters\"},\"url\":\"https:\/\/blog.zhaw.ch\/languagematters\/author\/stoc\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet","description":"Social Media ist in Schweizer Organisationen strategisch etabliert, der Dialog mit der Community wird weniger. ZHAW-Bernet-Social Media Studie 2026.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/","og_locale":"de_DE","og_type":"article","og_title":"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet","og_description":"Social Media ist in Schweizer Organisationen strategisch etabliert, der Dialog mit der Community wird weniger. ZHAW-Bernet-Social Media Studie 2026.","og_url":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/","og_site_name":"Language matters.","article_published_time":"2026-03-05T14:27:01+00:00","article_modified_time":"2026-03-06T06:45:46+00:00","og_image":[{"width":1280,"height":800,"url":"http:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg","type":"image\/jpeg"}],"author":"ZHAW Language matters","twitter_card":"summary_large_image","twitter_misc":{"Verfasst von":"ZHAW Language matters","Gesch\u00e4tzte Lesezeit":"2\u00a0Minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#article","isPartOf":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/"},"author":{"name":"ZHAW Language matters","@id":"https:\/\/blog.zhaw.ch\/languagematters\/#\/schema\/person\/aa084f536a466bb6435a802f4606646b"},"headline":"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet","datePublished":"2026-03-05T14:27:01+00:00","dateModified":"2026-03-06T06:45:46+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/"},"wordCount":206,"commentCount":0,"image":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg","keywords":["IAM Institut f\u00fcr Angewandte Medienwissenschaft"],"articleSection":["Forschung"],"inLanguage":"de","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/","url":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/","name":"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet","isPartOf":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage"},"image":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg","datePublished":"2026-03-05T14:27:01+00:00","dateModified":"2026-03-06T06:45:46+00:00","author":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/#\/schema\/person\/aa084f536a466bb6435a802f4606646b"},"description":"Social Media ist in Schweizer Organisationen strategisch etabliert, der Dialog mit der Community wird weniger. ZHAW-Bernet-Social Media Studie 2026.","breadcrumb":{"@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#breadcrumb"},"inLanguage":"de","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/"]}]},{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#primaryimage","url":"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg","contentUrl":"https:\/\/blog.zhaw.ch\/languagematters\/files\/2026\/03\/csm_Bild_SoMe-Studie_2026_final_ed17240d46.jpg","width":1280,"height":800,"caption":"Social-Media-Studie-2026-ZHAW-Bernet"},{"@type":"BreadcrumbList","@id":"https:\/\/blog.zhaw.ch\/languagematters\/2026\/03\/05\/social-media-studie-2026\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Startseite","item":"https:\/\/blog.zhaw.ch\/languagematters\/"},{"@type":"ListItem","position":2,"name":"Alle nutzen Social Media \u2013 aber die \u00absocial\u00bb Komponente schwindet"}]},{"@type":"WebSite","@id":"https:\/\/blog.zhaw.ch\/languagematters\/#website","url":"https:\/\/blog.zhaw.ch\/languagematters\/","name":"Language matters.","description":"Ein Blog der ZHAW Z\u00fcrcher Hochschule f\u00fcr Angewandte Wissenschaften","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.zhaw.ch\/languagematters\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"de"},{"@type":"Person","@id":"https:\/\/blog.zhaw.ch\/languagematters\/#\/schema\/person\/aa084f536a466bb6435a802f4606646b","name":"ZHAW Language matters","image":{"@type":"ImageObject","inLanguage":"de","@id":"https:\/\/secure.gravatar.com\/avatar\/1311e7d332cc363ef9b3e3a290a7a7f6e1dadbc66d250832041e89065c581b44?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/1311e7d332cc363ef9b3e3a290a7a7f6e1dadbc66d250832041e89065c581b44?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1311e7d332cc363ef9b3e3a290a7a7f6e1dadbc66d250832041e89065c581b44?s=96&d=mm&r=g","caption":"ZHAW Language matters"},"url":"https:\/\/blog.zhaw.ch\/languagematters\/author\/stoc\/"}]}},"_links":{"self":[{"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/posts\/17250","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/users\/477"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/comments?post=17250"}],"version-history":[{"count":3,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/posts\/17250\/revisions"}],"predecessor-version":[{"id":17255,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/posts\/17250\/revisions\/17255"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/media\/17252"}],"wp:attachment":[{"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/media?parent=17250"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/categories?post=17250"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/tags?post=17250"},{"taxonomy":"features","embeddable":true,"href":"https:\/\/blog.zhaw.ch\/languagematters\/wp-json\/wp\/v2\/features?post=17250"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}