Amy Van Looy: Social Media Management

Cover: 9783319373058 | Social Media Management | Amy Van Looy | Taschenbuch | xix | Englisch

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Beschreibung

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.

Über den Autor

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.

Zusammenfassung

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

Inhaltsverzeichnis

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.

Erscheinungsjahr:	2016
Fachbereich:	Werbung & Marketing
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	xix 250 S.
ISBN-13:	9783319373058
ISBN-10:	3319373056
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Looy, Amy Van
Auflage:	Softcover reprint of the original 1st edition 2016
Hersteller:	Springer International Publishing
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	235 x 155 x 15 mm
Von/Mit:	Amy Van Looy
Erscheinungsdatum:	23.08.2016
Gewicht:	0,417 kg

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