Social Media Management: Technologies and Strategies for Creating Business Value

Voorkant
Springer, 14 sep. 2015 - 250 pagina's

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.

 

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Inhoudsopgave

Introduction
1
Definitions Social Media Types and Tools
21
Social Media Strategy and Return on Investment
49
Online Advertising and Viral Campaigns
63
Social Customer Relationship Management
87
Search Engine Optimization
113
Sentiment Analysis and Opinion Mining Business Intelligence 1
133
Social Network Data and Predictive Mining Business Intelligence 2
149
eRecruitment
173
Crowdfunding
189
Legal and Ethical Issues in Social Media
207
WrapUp
221
Index
247
Copyright

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Over de auteur (2015)

Prof. Dr. Amy Van Looy holds a Ph.D. in applied economics. She is assistant professor at the Faculty of Economics and Business Administration and the School for Social Profit and Public Management of Ghent University (Belgium). Particularly, she is member of the Department of Business Informatics & Operations Management. She teaches, among others, courses on business process management and social media. Before entering academia, Amy worked as an IT consultant for large e-government projects.

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