Social Media Management: Using Social Media as a Business Instrument

The textbook "Social Media Management" is a comprehensive guide for organizations looking to understand and utilize social media to create business value. It adopts a multi-disciplinary approach, embracing IT, marketing, HR, and other fields, and is characterized by a digital economy with increasing digitalization efforts due to Industry 4.0 and the COVID-19 pandemic. It offers a wide range of extended topics, including strategies and business models for social media, influencer marketing, viral campaigns, social CRM, employer branding, e-recruitment, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues. Each chapter includes teaser questions to engage readers and provides self-test materials and reflection exercises.

Format: Hardback
Length: 275 pages
Publication date: 04 May 2022
Publisher: Springer Nature Switzerland AG

The second edition of the undergraduate textbook "Social Media Management" expands the scope of its predecessor beyond the realm of business, adopting a perspective that emphasizes organizations rather than individuals. It clarifies the impact of social media on various departments and disciplines within these organizations, while also exploring how they harness social media to generate business value. To achieve this, the book adopts a multi-disciplinary approach, drawing upon IT, marketing, HR, and numerous other fields. While the first edition was inspired by the emergence of social media tools, the second edition is characterized by a digital economy driven by heightened digitalization efforts, particularly in response to the challenges posed by Industry 4.0 and the COVID-19 pandemic.

The second edition offers a comprehensive selection of extended topics, encompassing strategies and business models for social media, influencer marketing, viral campaigns, social CRM, employer branding, e-recruitment, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues. Each chapter begins with one or more teaser questions designed to pique the readers' interest, which are subsequently addressed in detail as the chapter progresses. Furthermore, the second edition provides ample self-test materials and reflection exercises to aid in comprehension and application of the material.

By embracing a multi-disciplinary approach and covering a wide range of topics, this textbook serves as a valuable resource for students and professionals seeking to understand and navigate the complex world of social media management. Its comprehensive coverage and engaging format make it an essential tool for anyone interested in leveraging social media to achieve business success in the digital age.

Weight: 602g
Dimension: 164 x 241 x 27 (mm)
ISBN-13: 9783030990930
Edition number: 2nd ed. 2022