Social Media Measurement and Management
Routledge (Verlag)
978-1-032-24786-1 (ISBN)
This second edition expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from academic and industry thought leaders.
A perfect primer for this developing industry, this book is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of new tools and resources.
Jeremy Harris Lipschultz is Peter Kiewit Distinguished Professor in the UNO Social Media Lab for Research and Engagement, University of Nebraska at Omaha. He has published more than a dozen books over three decades about media, the Internet, and social media communication. These include Free Expression in the Age of the Internet (2000), Social Media Law and Ethics (2021), Social Media and Political Communication (2022), and Social Media Communication: Concepts, Practices, Data, Law and Ethics, Fourth Edition (2024).
Unit One: Foundations of Social Media Measurement and Management 1. Social Crowds, Voice and Personal Branding 2. Concepts and Campaigns 3. Social Network Sites (SNS) Measurement and Management Unit Two: Strategic Social Media Measurement Tools 4. Social Media Metrics and Management Tools 5. Academic Social Media Research Unit Three: Best Practices in Social Media Measurement 6. Integration of PR, Advertising, and Marketing Plans 7. Social Media Data Laws and Ethics 8. Customer Relationships and Content Unit Four: Social Media Planning and Campaigns 9. Employee Engagement 10. The Future of Social Media Measurement and Management Appendix A: Social Media Planning Template Options Appendix B: Social Media Marketing Evaluation
| Erscheinungsdatum | 10.07.2024 |
|---|---|
| Zusatzinfo | 14 Tables, black and white; 1 Line drawings, black and white; 57 Halftones, black and white; 58 Illustrations, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 178 x 254 mm |
| Gewicht | 610 g |
| Themenwelt | Geisteswissenschaften ► Geschichte |
| Mathematik / Informatik ► Informatik ► Datenbanken | |
| Mathematik / Informatik ► Informatik ► Web / Internet | |
| Sozialwissenschaften ► Kommunikation / Medien ► Journalistik | |
| Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft | |
| ISBN-10 | 1-032-24786-X / 103224786X |
| ISBN-13 | 978-1-032-24786-1 / 9781032247861 |
| Zustand | Neuware |
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