Summary
This undergraduate textbook adopts the perspective of organisations -
not individuals - and clarifies the impact of social media on their different
departments or disciplines, while also exploring how organisations 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.
- Introduces the reader to the
essentials of social media
- Pursues a comprehensive
approach to social media, viewing it from an organizational perspective
- Combines academic insights
and practical tips and tricks
More info can be found: here A video introduction is also available: Video - Social media management handbook
Chapters
- Chapter 1—Introduction to
social media management
- Chapter 2—Definitions,
social media types, and tools
- Chapter 3—Social media
strategy and return on investment
- Chapter 4—Online advertising
and viral campaigns
- Chapter 5—Social customer
relationship management
- Chapter 6—Search engine
optimisation
- Chapter 7—Sentiment analysis
and opinion mining (Business intelligence 1)
- Chapter 8—Social network
data and predictive mining (Business intelligence 2)
- Chapter 9—e-Recruitment
- Chapter 10—Crowdfunding
- Chapter 11—Legal and ethical
issues in social media
- Chapter 12—Wrap-up
Reference:
Van
Looy, A. (2016). Social media management.
Technologies and strategies for creating business value. Switzerland: Springer.
|