Social Media Management: Technologies and Strategies for Creating Business Value

✍ Scribed by Amy Van Looy (auth.)

• Publisher: Springer International Publishing
• Year: 2016
• Tongue: English
• Leaves: 262
• Series: Springer Texts in Business and Economics
• Edition: 1
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Front Matter....Pages i-xix
Introduction....Pages 1-20
Definitions, Social Media Types, and Tools....Pages 21-47
Social Media Strategy and Return on Investment....Pages 49-62
Online Advertising and Viral Campaigns....Pages 63-85
Social Customer Relationship Management....Pages 87-111
Search Engine Optimization....Pages 113-132
Sentiment Analysis and Opinion Mining (Business Intelligence 1)....Pages 133-147
Social Network Data and Predictive Mining (Business Intelligence 2)....Pages 149-171
e-Recruitment....Pages 173-187
Crowdfunding....Pages 189-205
Legal and Ethical Issues in Social Media....Pages 207-220
Wrap-Up....Pages 221-245
Back Matter....Pages 247-250

✦ Subjects

Media Management; IT in Business; Marketing; e-Commerce/e-business; Human Resource Management