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Social Media
by Ralf LeinemannDie Beiträge aus unterschiedlichen Unternehmen bieten eine fundierte Darstellung zum Einfluss sozialer Medien (Facebook, Twitter, LinkedIn, Xing, etc) auf die Kommunikation und Aussendarstellung von Unternehmen sowie auf interne Prozesse. Die Autoren erläutern zunächst den Einfluss auf interne und externe Kommunikation, die Kommunikationsqualität in sozialen Medien und die Chancen und Risiken der neuen Medien. Die Einflüsse auf die verschiedenen Unternehmensbereiche werden aus der Praxis heraus diskutiert. Zu den adressierten Bereichen gehören die Auswirkungen auf PR und Analyst Relations sowie auf Kommunikation und IT-Infrastruktur. In zwei abschließenden Kapiteln werden auch einzelne Branchen beleuchtet und ein internationaler Vergleich vorgestellt.
Social Media: How to Engage, Share, and Connect,
by Regina Luttrellappropriate use of social media in public relations, where the profession stands today and where it is headed in the future; and - real-world examples of successful social media campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals.
Social Media: Marketing Strategies For Rapid Growth Using: Facebook, Twitter, Instagram, Linkedin, Pinterest And Youtube
by John WilliamsHow can 'Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube' help you achieve this? <P><P> <P>Learn how to grow an engaged and supportive following on Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn. <P>Tell your story and get your brands message across in a way that consumers enjoy and even look forward too. <P>Develop the skills needed to turn media consumers into paying customers <P>Learn the key demographics of each social media platform and how to use this to your advantage <P>Learn how to target your marketing to very specific groups of people for increased engagement and conversion <P>Learn how to improve your bottom line with more efficient marketing and cheaper customer acquisition <P>Take your business or brand to the Stratosphere! <P>Ideal for businesses of all sizes, brands and even personal pages <P>It's time to take your social media channels to new heights. It's time to grow your business the right way. Get relevant and dominate your platforms in 2016!
Social Media 101
by Chris Brogan100 ways to tap into social media for a more profitable businessIn Social Media 101, social media expert and blogger Chris Brogan presents the best practices for growing the value of your social media and social networking marketing efforts. Brogan has spent two years researching what the best businesses are doing with social media and how they're doing it. Now, he presents his findings in a single, comprehensive business guide to social media.You'll learn how to cultivate profitable online relationships, develop your brand, and drive meaningful business. Brogan shows you how to build an effective blog or website for your business, monitor your online reputation and what people are saying about your business online, and create new content to share with your customers.Presents specific strategies, tactics, and tips to improve your business through improved social media and online marketingLooks at social media and the wider online universe from a strictly business perspectiveIf you aren't using the Internet and social media to market your business and stay in touch with your customers, you're already falling behind. The Social Media 100 gives you 100 effective, proven strategies you need to succeed.
Social Media Addiction in Generation Z Consumers: Implications for Business and Marketing (SpringerBriefs in Business)
by Teresa Berenice Treviño Benavides Ana Teresa Alcorta Castro Sofia Alejandra Garza Marichalar Mariamiranda Peña Cisneros Elena Catalina Baker SuárezSocial media has become vital in Generation Z users' daily lives, as they are the most connected group through social media; however, studies have shown the negative side of using social media heavily, particularly loneliness. Furthermore, the COVID-19 pandemic has contributed to the significant growth of social media use with Generation Z users, which has shown to cause negative psychological effects. This book explores the behaviors of Generation Z consumers on various social media platforms (including interaction with brands as well as persons) and, using results from a Bergen Social Media Addiction Scale (BSMAS) analysis, explores the potential risks and causes of social media addiction in this generation. In particular, it offers an integrative model to help marketers understand social media addition and ways in which companies and associations can promote a more conscious use of social media by acknowledging that pathological use of social media has negative effects. This book is useful for students, researchers, scholars interested in empirical research on consumer social media use and addiction.
Social-Media-Analyse – mehr als nur eine Wordcloud: HMD Best Paper Award 2016 (essentials)
by Matthias Böck Felix Köbler Eva Anderl Linda LeDie Autoren legen beispielhafte Analysemethoden von Social-Media-Daten dar: deskriptive und Data-Mining-Methoden. Mit deren Hilfe werden kundenorientierte Gesch#65533;ftsma#65533;nahmen eingeleitet und ein stetiges Abw#65533;gen zwischen vollautomatisierten und manuellen, kostenintensiven Reports gesteuert. Das Werk liefert eine #65533;bersicht zu aktuell diskutierten Themen wie begleitende Emotionen, Vernetzung der interagierenden User oder Verbindung von Themen. Als Gewinn f#65533;r ein Unternehmen m#65533;ssen die Analysen durch eine strategische Prozedur geleitet werden, um Erkenntnisse in konkrete Handlungsempfehlungen zu #65533;berf#65533;hren. Neben den Potenzialen durch die Anwendung komplexerer Analysemethoden gibt es auch konzeptionelle, technische und ethische Herausforderungen, wie die Autoren veranschaulichen.
Social Media Analytics in Predicting Consumer Behavior
by Selay Ilgaz Sümer Nurettin ParıltıInformation is very important for businesses. Businesses that use information correctly are successful while those that don’t, decline. Social media is an important source of data. This data brings us to social media analytics. Surveys are no longer the only way to hear the voice of consumers. With the data obtained from social media platforms, businesses can devise marketing strategies. It provides a better understanding consumer behavior. As consumers are at the center of all business activities, it is unrealistic to succeed without understanding consumption patterns. Social media analytics is useful, especially for marketers. Marketers can evaluate the data to make strategic marketing plans. Social media analytics and consumer behavior are two important issues that need to be addressed together. The book differs in that it handles social media analytics from a different perspective. It is planned that social media analytics will be discussed in detail in terms of consumer behavior in the book. The book will be useful to the students, businesses, and marketers in many aspects.
Social Media Analytics Strategy: Using Data to Optimize Business Performance
by April Ursula FoxThis book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing. Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers. This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies. What You’ll Learn Get a clear view of the available data for social media marketing and how to access all of itMake use of data and information behind social media networks to your favorKnow the details of social media analytics tools and platforms so you can use any tool in the marketApply social media analytics to many different real-world use casesObtain tips from interviews with professional marketers and founders of social media analytics platformsUnderstand where social media is heading, and what to expect in the future Who This Book Is For Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing
Social Media Analytics Strategy
by Alex GonçalvesThis book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing. Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers. This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies. What You’ll Learn Get a clear view of the available data for social media marketing and how to access all of itMake use of data and information behind social media networks to your favorKnow the details of social media analytics tools and platforms so you can use any tool in the marketApply social media analytics to many different real-world use casesObtain tips from interviews with professional marketers and founders of social media analytics platformsUnderstand where social media is heading, and what to expect in the future Who This Book Is For Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing
Social Media and Africa's Public Sector: Perspectives on Contemporary Issues (Palgrave Studies of Public Sector Management in Africa)
by Eric Kwame Adae Kojo Kakra Twum Robert Ebo Hinson Helen Inseng Duh Doreen Anyamesem OdameThis book focuses on developing a systematic approach to understanding the transformations in Africa's public sector social media landscape. Looking at the use of social media from the African public sector perspective, the authors present a comprehensive understanding of social media practices and how these could be integrated into African public sector institutions’ operational activities in order to deliver greater value for African citizens and consumers of public goods and services. Chapters explore how social media in Africa differs from traditional media use, their application in the public sector, objectives for government using social media, and how social media plays an interactive role in e-government services.Providings practical guidance on the use of social media in Africa’s public sector and governmental spaces, the book also serves as a teaching text in governance and public sector communication efforts within the African context for both undergraduate and graduate programmes.
Social Media and Crisis Communication
by Yan JinThe second edition of this vital text integrates theory, research, and application to orient readers to the latest thinking about the role of social media in crisis communication. Specific crisis arenas such as health, corporate, nonprofit, religious, political, and disaster are examined in depth, along with social media platforms and newer technology. Social Media and Crisis Communication, Second Edition provides a fresh look at the role of visual communication in social media and a more global review of social media and crisis communication literature. With an enhanced focus on the ethics section, a short communication overview piece, and case studies for each area of application, it is practical for use in a variety of learning settings. A must-read for scholars, advanced students, and practitioners who wish to stay on the leading edge of research, this book will appeal to those in public relations, strategic communications, corporate communications, government and NGO communications, and emergency and disaster response.
Social Media and Emerging Economies
by Manlio Del Giudice Maria Rosaria Della Peruta Elias G. CarayannisHow have social media in emerging economies evolved differently from the rest of the world? According to studies and anecdotal evidence, innovations in the use of social media tools occur more frequently in emerging economies than they do in developed markets. The aim of this volume is to show that in emerging regions (such as China, India, and South America) where the participation of stakeholders in the circuit of social media is more active (i. e. , greater frequency of contacts and creativity in the elaboration of contents), organizations not only are involved in a set of exchange relations with other social actors but are also embedded in a network of dynamic relationships. The authors utilize social network analysis to determine how entrepreneurs in emerging economies identify their most beneficial social contacts and use those contacts to leverage the resources needed for their enterprises, revealing new insights on the process of business creation and economic development in the networked age.
Social Media and Public Relations: Fake Friends and Powerful Publics (Routledge New Directions in PR & Communication Research)
by Judy Motion Robert L. Heath Shirley LeitchSocial media is having a profound, but not yet fully understood impact on public relations. In the 24/7 world of perpetually connected publics, will public relations function as a dark art that spins (or tweets) self-interested variations of the truth for credulous audiences? Or does the full glare of the internet and the increasing expectations of powerful publics motivate it to more honestly engage to serve the public interest? The purpose of this book is to examine the role of PR by exploring the myriad ways that social media is reshaping its conceptualization, strategies, and tactics. In particular, it explores the dichotomies of fake and authentic, powerless and powerful, meaningless and meaningful. It exposes transgressions committed by practitioners—the paucity of digital literacy, the lack of understanding of the norms of social media, naivety about corporate identity risks, and the overarching emphasis on spin over authentic engagement. But it also shows the power that closely networked social media users have to insert information and opinion into discussions and force "false PR friends" to be less so. This timely, challenging, and fascinating book will be of interest to all students, researchers, and practitioners in Public Relations, Media, and Communication Studies. Winner of the 2016 NCA PRIDE Award for best book
Social Media and Strategic Communications
by Hana S. Noor Al-Deen John Allen HendricksSocial Media and Strategic Communications provides truly comprehensive and original scholarly research that exhibits the strategic implementation of social media in both advertising and public relations.
Social Media and Tax Law (Routledge Research in Tax Law)
by Alara Efsun YazıcıoğluThe tax implications of social media are numerous and highly debated, spanning such issues as the taxation of influencers, digital barter, and digital services taxes. This book offers a detailed overall analysis of the tax implications of social media, taking into consideration the unique characteristics of social media platforms and companies. Offering a comprehensive overview of tax law as it relates to the specificities of social media, the book examines taxation of influencers, taxation of social media companies, value added tax implications of the digital barter, the role that can be played by Pigouvian taxes in the field of social media, as well as the employment of social media as a tool for tax compliance. Widespread use of social media along with the proliferation of new social media platforms demonstrate the importance of social media tax law, and this book will be an important resource for tax administrations, lawyers, and researchers.
Social Media at Work
by Arthur L. Jue Mary Ellen Kassotakis Jackie Alcalde MarrThe definitive guide for using social media to build more effective organizationsToday's networking technologies-wikis, blogs, and social networking sites-are changing how we build professional relationships and work collaboratively. In this insightful book, three organizational development experts from Oracle Corporation offer executives down-to-earth strategies for leveraging the power of social media to build more effective and agile organizations, engage employees, and sustain competitiveness.Offers practical advice for using social media (wikis, blogs, and social networking sites) to increase organizational effectivenessPresents proven recommendations for building teams, accelerating learning, and fostering innovation by adopting social networking toolsShows how to tap into the power of social networks to improve organizational performanceDemonstrates how social media will help organizations thrive for years to come by drawing on case studies from companies like Intel, Cisco, Nokia, and others
Social Media Audit
by Urs E. GattikerSocial media has drastically improved the way we can reach target audiences and serve our customers. Like its financial counterpart, the social media audit (SMA) can be described as a formalized review of anorganization's social media activities. However, contrary to financial audits, social media audits are not guided by government regulations or a set of professional rules and standards. This book will address social media marketing issues using a cost benefit approach, while presenting a systematic approach to review the organization's social media activities. Using the checklists and templates provided in this book will enable readers to conduct an audit that helps identify target areas for performance improvement and recommendations for how to achieve these objectives. Social media platforms discussed include: Facebook, LinkedIn, Google Plus, Twitter, Tumblr, and Xing.
The Social Media Bible
by Lon SafkoThe go-to guide to social media skills, now in an updated and revised Third EditionThe Social Media Bible is comprehensive 700-plus page social media resource that will teach corporate, small business, and non-profit marketers strategies for using social media to reach their desired audiences with power messages and efficiency. This newly revised 3rd edition addresses technology updates to the iPad, apps, Foursquare, and other geotargeted networks. New case studies and company profiles provide practical examples of how businesses have successfully implemented these strategies, using the newest social media marketing tools.Updates and changes to Google's search engine algorithms More information on plug-ins, widgets, apps, and integrationUpdates on Twitter and Yammer and new information on Google+The latest in mobile marketingMaster the latest social media tools and deliver powerful messaging in the most effective way possible with The Social Media Bible.
Social Media Campaigns: Strategies for Public Relations and Marketing
by Carolyn Mae KimSocial media has ushered in a new era of communication between organizations and key stakeholders. This text guides readers through a four-step process of developing a robust social media campaign. Covering the latest industry standards and best practices to engage digital audiences through social listening, strategic design, creative engagement and evaluation, each chapter also includes expert insights from social media professionals. Focusing on principles rather than a specific platform, this is a text dedicated to developing social media competency that can adapt to any organization or environment.?
Social Media Campaigns: Strategies for Public Relations and Marketing
by Carolyn Mae KimThis new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design,creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201
Social Media Commerce For Dummies
by Marsha CollierCapture customers and sales with social media commerceSocial media commerce is a booming industry. By using social networks in the context of e-commerce transactions, brands large and small are making their products more available and more convenient for customers. This one-of-a-kind guide introduces you to social media commerce and explains how you can use social media to provide better customer service, collect payments online, and build your customer base. Online marketing expert Marsha Collier helps you determine where you have the best opportunity to reach your market, which sites you should integrate with, and much more.Your customers are communicating with each other via social media; making purchasing opportunities available on social media sites adds convenience for your customer and opens up new sales opportunities This step-by-step guide explains social media commerce and shows what you can accomplish Helps you determine the sites where your business should have a presence Demonstrates how customers can help promote your brand as they recommend products and services to others on their social networks Author Marsha Collier is the undisputed expert on eBay and a recognized authority on social media marketingSocial Media Commerce For Dummies helps you offer your customers better service while giving them the opportunity to share information about your product with their social media contacts.
Social Media Communication: Trends and Theories
by Bu ZhongExamines the social media mechanism and how it is transforming communication in an increasingly networked society Social Media Communication: Trends and Theories explores how social media is transforming the way people think and behave. Providing students with an in-depth understanding of the mechanism underlying social media, this comprehensive textbook uses a multidisciplinary approach to examine social media use in a wide range of communication and business contexts. Each chapter is based on original research findings from the author as well as recent work in communication studies, neuroscience, information science, and psychology. Divided into two parts, the text first describes the theoretical foundation of social media use, discussing the impact of social media on information processing, social networking, cognition, interpersonal and group communication, the media industry, and business marketing. The second half of the book focuses on research-based strategies for effectively using social media in communication and business such as the news industry, heath care, and social movements. Offering detailed yet accessible coverage of how digital media technology is changing human communication, this textbook: Helps readers make the best use of social media tools in communication and business practices Introduces more than a dozen theories in the areas of communication, psychology, and sociology to highlight the theoretical frameworks researchers use in social media studies Identifies a variety of trends involving social media usage, including the app economy and patient care Addresses the relation between social media and important contemporary topics such as cultural diversity, privacy, and social change Presents 14 imperative social media topics, each with the power to change the ways you see and use social media Social Media Communication: Trends and Theories is the perfect textbook for undergraduate and graduate courses in communication, business, journalism, business, and information science and technology. It is also an invaluable resource for researchers, educators, journalists, entrepreneurs, and professionals working in media management, advertising, public relations, and business marketing.
Social Media Communication Data for Recovery: Detecting Socio-Economic Activities Following a Disaster
by Yuya ShibuyaThis book explores the possibility of using social media data for detecting socio-economic recovery activities. In the last decade, there have been intensive research activities focusing on social media during and after disasters. This approach, which views people’s communication on social media as a sensor for real-time situations, has been widely adopted as the “people as sensor” approach. Furthermore, to improve recovery efforts after large-scale disasters, detecting communities’ real-time recovery situations is essential, since conventional socio-economic recovery indicators, such as governmental statistics, are not published in real time. Thanks to its timeliness, using social media data can fill the gap. Motivated by this possibility, this book especially focuses on the relationships between people’s communication on Twitter and Facebook pages, and socio-economic recovery activities as reflected in the used-car market data and the housing market data in the case of two major disasters: the Great East Japan Earthquake and Tsunami of 2011 and Hurricane Sandy in 2012. The book pursues an interdisciplinary approach, combining e.g. disaster recovery studies, crisis informatics, and economics. In terms of its contributions, firstly, the book sheds light on the “people as sensors” approach for detecting socio-economic recovery activities, which has not been thoroughly studied to date but has the potential to improve situation awareness during the recovery phase. Secondly, the book proposes new socio-economic recovery indicators: used-car market data and housing market data. Thirdly, in the context of using social media during the recovery phase, the results demonstrate the importance of distinguishing between social media data posted both by people who are at or near disaster-stricken areas and by those who are farther away.
Social Media Engagement For Dummies
by Danielle Elliott Smith Aliza ShermanPut "engage" front and center in your social media marketing engagement strategies!When you focus on the engagement side of a social media marketing strategy, you'll build and grow relationships with followers and customers, craft content just for them, analyze how they're responding, and refocus and refresh your campaigns accordingly. This smart guide shows you how to do all that, and then some. From building trust to sparking conversation to using video and other tools, this creative book is a must read if you want to discover all that goes into the most important aspect of today's social marketing.Helps you build and foster social media relationships with potential customers, fans, followers, and current customersShows you how to spark actions, reactions, or interactions--and make things happenExplores the fundamentals, especially for do-it-yourself small-business owners and marketersCovers building trust and credibility, creating connections, encouraging sharing, using social networks to engage, using email marketing or SEO to engage, and much moreSocial Media Engagement For Dummies will help you connect to followers, convert them to customers, turn them into evangelists for your company, and boost your bottom line!
Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley (Postmillennial Pop #7)
by David Craig Stuart CunninghamHow the transformation of social media platforms and user-experience have redefined the entertainment industry In a little over a decade, competing social media platforms, including YouTube, Facebook, Twitter, Instagram, and Snapchat, have given rise to a new creative industry: social media entertainment. Operating at the intersection of the entertainment and interactivity, communication and content industries, social media entertainment creators have harnessed these platforms to generate new kinds of content separate from the century-long model of intellectual property control in the traditional entertainment industry. Social media entertainment has expanded rapidly and the traditional entertainment industry has been forced to cede significant power and influence to content creators, their fans, and subscribers. Digital platforms have created a natural market for embedded advertising, changing the worlds of marketing and communication in their wake. Combined, these factors have produced new, radically shifting demands on the entertainment industry, posing new challenges for screen regimes, media scholars, industry professionals, content creators, and audiences alike. Stuart Cunningham and David Craig chronicle the rise of social media entertainment and its impact on media consumption and production. A massive, industry-defining study with insight from over 100 industry insiders, Social Media Entertainment explores the latest transformations in the entertainment industry in this time of digital disruption.