Social Media Management Technologies and Strategies for Creating Business Value
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
1 recurso en línea : XIX, 250 p. 69 illustrations
9783319219905, 3319219901
974414914
Introduction
Definitions, Social Media Types and Tools
Social media Strategy and Return on Investment
Online Advertising and Viral Campaigns
Social Customer Relationship Management
Search Engine Optimization
Sentiment Analysis and Opinion Mining (Business Intelligence)
Social Network Data and Predictive Mining (Business Intelligence)
e-Recruitment
Crowdfunding
Legal and Ethical Issues in Social Media
Wrap-up