Social Media Management

Using Social Media as a Business Instrument

Amy Van Looy (Autor)

Buch | Hardcover

XXIII, 275 Seiten

2022 | 2nd ed. 2022
Springer International Publishing (Verlag)
978-3-030-99093-0 (ISBN)

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This is the second edition of the undergraduate textbook 'Social Media Management' which extends the original edition's scope beyond the business angle. The textbook continues with 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 by embracing IT, marketing, HR, and many other fields. While the first edition was inspired by the rise of social media tools, the second edition is characterized by a digital economy with increasing digitalization efforts due to newly emerging technologies in Industry 4.0 and the COVID-19 pandemic. Readers will benefit from a comprehensive selection of extended topics, including strategies and business models for social media, influencer marketing, viral campaigns, social CRM, employer branding, e-recruitment, search engineoptimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues. Each chapter starts with one or more teaser questions to arouse the readers' interest, which will be clarified per topic. The second edition also provides ample self-test materials and reflection exercises.

lt;p>Amy Van Looy holds a Ph.D. in applied economics. Before entering academia, she worked as an IT consultant. Being an associate professor at Ghent University, she coordinates the research cluster of "Business process orientation" at the Management Information Systems research group. She teaches, among others, courses on business process management, technology innovation, and social media. Amy Van Looy is the recipient of the "Highest Award for Achievement" at the Dale Carnegie Consulting Program in 2007, the "Award for Best Contribution" at the OnTheMove Academy in 2010, as well as paper nominations (e.g., BPM2018) and paper rewards (e.g., BPM2019). She was nominated in the top-10 for "Young ICT Lady of the year 2014" by the Belgian magazine DataNews and was recognized as a tech role model by the non-profit "InspiringFifty Belgium" in 2020 (i.e., for being one of Belgium's 50 most inspiring women in technology).

1. Introduction.- 2. Definitions, Social Media Types, and Tools.- 3. Social Media Strategy and Return on Investment.- 4. Online Advertising and Viral Campaigns.- 5. Social Customer Relationship Management.- 6. Search Engine Optimization.- 7. Sentiment Analysis and Opinion Mining (Business Intelligence 1).- 8. Social Network Data and Predictive Mining (Business Intelligence 2).- 9. e-Recruitment.- 10. Crowdfunding.- 11. Legal and Ethical Issues in Social Media.- 12. Wrap-Up: integration exercises.

Erscheinungsdatum	06.05.2022
Reihe/Serie	Springer Texts in Business and Economics
Zusatzinfo	XXIII, 275 p. 76 illus.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Gewicht	607 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Employer Branding • Enterprise 2.0 • Gamification • influencer marketing • Search Engine Optimization • sentiment analysis • Social Business • Social CRM • Social Media Networks • Social Mining • Viral Marketing
ISBN-10	3-030-99093-1 / 3030990931
ISBN-13	978-3-030-99093-0 / 9783030990930
Zustand	Neuware