Social Media Management : Technologies and Strategies for Creating Business Value /
by Amy Van Looy.
- 1st ed. 2016.
- 1 online resource (XIX, 250 pages 69 illustrations)
- Springer Texts in Business and Economics, 2192-4333 .
- Springer Texts in Business and Economics, .
Introduction -- Definitions, Social Media Types and Tools -- Social media Strategy and Return on Investment -- Online Advertising and Viral Campaigns -- Social Customer Relationship Management -- Search Engine Optimization -- Sentiment Analysis and Opinion Mining (Business Intelligence) -- Social Network Data and Predictive Mining (Business Intelligence) -- e-Recruitment -- Crowdfunding -- Legal and Ethical Issues in Social Media -- Wrap-up.
This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach, embracing IT, marketing, HR and many other fields. Readers will benefit from a comprehensive selection of current topics, including: tools, tactics and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues.
9783319219905
10.1007/978-3-319-21990-5 doi
2019756407
Business--Data processing. E-commerce. Industrial management. Information technology. Marketing. Personnel management. Media Management. e-Commerce/e-business. Human Resource Management. IT in Business. Marketing.