Social Media Audit: Measure for Impact

✍ Scribed by Urs E. Gattiker (auth.)

Publisher: Springer-Verlag New York
Year: 2013
Tongue: English
Leaves: 111
Series: SpringerBriefs in Computer Science
Edition: 1
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

Social media has drastically improved the way we can reach target audiences and serve our customers. Like its financial counterpart, the social media audit (SMA) can be described as a formalized review of anorganization's social media activities. However, contrary to financial audits, social media audits are not guided by government regulations or a set of professional rules and standards.

This book will address social media marketing issues using a cost benefit approach, while presenting a systematic approach to review the organization's social media activities. Using the checklists and templates provided in this book will enable readers to conduct an audit that helps identify target areas for performance improvement and recommendations for how to achieve these objectives. Social media platforms discussed include: Facebook, LinkedIn, Google Plus, Twitter, Tumblr, and Xing.

✦ Table of Contents

Front Matter....Pages i-ix
Introduction....Pages 1-10
Cost Analysis: Identifying Direct and Indirect Social Media Costs....Pages 11-22
Preparing for the Social Media Audit....Pages 23-35
Scope and Focus of the Social Media Audit....Pages 37-41
Development and Management of the Process....Pages 43-55
Governance, Compliance, and Maintenance of the Process....Pages 57-69
Evaluating the Process: Quality Assurance....Pages 71-84
Continuous Improvement....Pages 85-99
Conclusions....Pages 101-106

✦ Subjects

Business/Management Science, general; Information Systems Applications (incl. Internet); Media Management; Business Information Systems; e-Commerce/e-business

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