Social Media Management: Technologies and Strategies for Creating Business Value

Description

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.

Key Features

• 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

Table of Contents

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)
8. Social Network Data and Predictive Mining (Business Intelligence)
9. e-Recruitment
10. Crowdfunding
11. Legal and Ethical Issues in Social Media
12. Wrap-up

Author Biography

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.