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Social media management : using social media as a business instrument / Amy Van Looy.

Looy, Amy van, author.
2022
HF5415.1265
Available Online
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Title
Social media management : using social media as a business instrument / Amy Van Looy.
Author
Looy, Amy van, author.
Edition
Second edition.
ISBN
9783030990947 (electronic bk.)
303099094X (electronic bk.)
9783030990930
3030990931
DOI
https://doi.org/10.1007/978-3-030-99094-7
Published
Cham, Switzerland : Springer, 2022.
Language
English
Description
1 online resource (xxiii, 275 pages) : illustrations.
Item Number
10.1007/978-3-030-99094-7 doi
Call Number
HF5415.1265
Dewey Decimal Classification
659.14/4
Summary
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 engine optimization, 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.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (SpringerLink, viewed May 10, 2022).
Series
Springer texts in business and economics.
Available in Other Form
Print version: 9783030990930
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Online Access
Record Appears in
Online Resources > Ebooks
All Resources
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.

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