Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Cham
Springer
[2022]
|
| Ausgabe: | Second edition |
| Schriftenreihe: | Springer texts in business and economics
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033635869&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xxiii, 275 Seiten Illustrationen |
| ISBN: | 9783030990930 |
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Datensatz im Suchindex
| DE-BY-UBR_call_number | 69/AP 14450 L863(2) |
|---|---|
| DE-BY-UBR_katkey | 6558796 |
| DE-BY-UBR_location | UB Lesesaal Philosophicum 1: Medienwissenschaft |
| DE-BY-UBR_media_number | 069043258192 |
| _version_ | 1835095194387611648 |
| adam_text | Contents 1 Introduction................................................................................................ 1.1 Introduction to the Internet.............................................................. 1.1.1 What Happens on the Internet?......................................... 1.1.2 Could You Live Without the Internet?............................. 1.2 Introduction to Social Media............................................................ 1.3 Social Media as a Multidisciplinary Approach.......................... 1.4 Learning Objectives of this Book..................................................... 1.5 Overview of the Book Chapters....................................................... 1.6 Takeaways.......................................................................................... 1.7 Self-Test........................................................................................... Bibliography.................... 1 1 1 2 5 9 12 15 17 19 20 2 Definitions, Social Media Types, and Tools................. ...................... 2.1 Defining Social Media..................................................................... 2.1.1 The Concept of Web 2.0....................... 2.1.2 The Concept of User-Generated Content.......................... 2.1.3 The Concept of Social Media............................................ 2.2 Social Media Types and Tools.......................................... 2.2.1 Social Communities............................................................ 2.2.2 Text Publishing
Tools........................................................ 2.2.3 Microblogging Tools.......................................................... 2.2.4 Photo Publishing Tools...................................................... 2.2.5 Audio Publishing Tools...................................................... 2.2.6 Video Publishing Tools...................................................... 2.2.7 Social Gaming Tools.......................................................... 2.2.8 Really Simple Syndication................................................. 2.2.9 Other Social Media Types.................................................. 2.3 Social Media Purposes.....................................................-............. 2.4 Takeaways......................................................................................... 2.5 Self-Test............................................................. Bibliography................................................................................................. 21 21 22 26 28 29 32 34 35 35 36 37 38 40 42 43 46 47 49 XV
xvi Contents Social Media Strategy and Return on Investment................................ 3.1 Introduction to a Social Media Strategy........................................... 3.2 Determining a Social Media Strategy.............................................. 3.2.1 Strategy for Using Social Media by Organizations.... 3.2.2 Strategy for Developing Social Media Tools by Organizations....................................................... 59 3.3 Monitoring and Evaluating a Social Media Strategy...................... 3.3.1 Monitoring Web Analytics and Social Media Analytics.............................................................. 63 3.3.2 Monitoring Business Outcomes and ROI......................... 3.4 Takeaways.......................................................................................... 3.5 Self-Test............................................................................................. Bibliography........... ..................................................................................... 51 52 54 54 4 Online Advertising and Viral Campaigns.............................................. 4.1 Online Advertising............................................................................. 4.1.1 Introduction to Online Advertising.................................... 4.1.2 Defining Online Advertising.............................................. 4.1.3 Pricing Models for Online Advertising............................. 4.1.4 Starting Online Advertising................................................ 4.1.5 Monitoring Online
Advertising.......................................... 4.1.6 Legislation Related to Online Advertising........................ 4.1.7 Challenges for Online Advertising.................................... 4.1.8 Alternatives to Online Advertising. ................................... 4.2 Viral Campaigns................................................................................ 4.2.1 Introduction to Viral Campaigns........................................ 4.2.2 Defining Viral Campaigns.......................................... 4.2.3 Success Stories of Viral Campaigns.................................. 4.2.4 Tips and Tricks for Viral Campaigns................................ 4.2.5 Alternatives to Viral Campaigns........................................ , 4.3 Takeaways......................................................................................... 4.4 Self-Test........................................................ Bibliography................................................................................................. 69 70 70 71 73 76 79 79 84 85 86 86 86 88 90 92 93 94 95 5 Social Customer Relationship Management.......................................... 5.1 Introduction to Social CRM.......................................................... 5.2 Defining Social CRM........................................................................ 5.2.1 Traditional CRM................................................................ 5.2.2 Social CRM........................................................................ 5.3 Types of Social CRM.......................... 5.4
Value Creation by Social CRM........................................................ 5.5 Tips and Tricks for Social CRM...................................................... 5.6 Monitoring Social CRM.................................................................... 5.6.1 Social Media-Based Helpdesks, Contact Centers, or Support Groups.................................................... 116 5.6.2 Social CRM Tools................................. 3 62 64 66 67 68 97 98 100 101 103 106 108 Ill 114 119
Contents xvii 5.7 Takeaways.......... .............................................................................. 121 5.8 Self-Test....................................................................................... 121 Bibliography............................................................................................ 122 6 Search Engine Optimization............................................................... 125 6.1 Introduction to SEO (or SEM = SEO + SEA)................................. 125 6.2 Defining SEO..................................................................................... 128 6.3 Search Engine Results Page.............................................................. 129 6.4 Indexation Mechanism...................................................................... 131 6.5 Tips and Tricks for SEO................................................................... 133 6.5.1 Internal Off-Page but On-Site SEO Improvements. . . . 134 6.5.2 Internal On-Page SEO Improvements.............................. 137 6.5.3 External Off-Site SEO Improvements.............................. 140 6.5.4 SEO Improvements Related to User Experience....... 142 6.6 Takeaways.......................................................................................... 144 6.7 Self-Test.............................................................................................. 145 Bibliography........................................................................................... 145 7 Sentiment Analysis and Opinion Mining (Business Intelligence 1). . 7.1
Introduction to Opinion Mining and Sentiment Analysis............... 7.2 Defining Opinion Mining and Sentiment Analysis......................... 7.2.1 Definitions............................. ............................................. 7.2.2 Characteristics..................................................................... 7.3 Building a Sentiment Model............................................................. 7.3.1 Example of a Feature-Based Sentiment Analysis............. 7.3.2 Example of a Sentiment Analysis withReviews and Ratings................................................................................ 7.4 Big Data Challenges to Opinion Mining and Sentiment Analysis............................................................................ 7.5 Takeaways.......................................................................................... 7.6 Self-Test.............................................................................................. Bibliography................................................................................................. 8 Social Network Data and Predictive Mining (Business Intelligence 2)...................................................................................... 165 8.1 Introduction to Social Network Data.............................................. 8.1.1 Examples of Social Network Data in Targeted Marketing............................................................. 166 8.1.2 Examples of Social Network Data inOther Areas............ 8.2 Defining Social Network Data..........................................
8.2.1 Social Network Modeling Approaches............................. 8.2.2 Definitions........................................................................... 8.2.3 Graph Representation......................................................... 8.3 Social Network Analytics................................................................ 8.3.1 Examples of Social Network Applications (with Only Offline Data)................................................ 175 147 147 150 150 152 153 154 157 160 162 162 163 166 169 170 170 171 172 174
Contents xviii Examples of Social Media Network Applications (with Online Data)............................................... 176 8.3.3 Mining Algorithm............................................................... 8.4 Triggers for Social Network Data................................................... 8.4.1 Trigger 1: Peer Influence.................................................... 8.4.2 Trigger 2: Homophily......................................................... 8.4.3 Peer Influence Versus Homophily..................................... 8.5 Big Data Challenges to Social Network Data................................ 8.6 Takeaways......................................................................................... 8.7 Self-Test............................................................................................. Bibliography................................................................................................. 8.3.2 9 10 e-Recruitment. .. ....................................................................................... 9.1 Introduction !» e-Recruitment.......................................................... 9.2 Organizations and e-Recruitment: How to e-Recruit?................... 9.2.1 LinkedIn™ and e-Recruitment for Organizations........... 9.2.2 Other Social Media Tools for e-Recruitment by Organizations....................................................... 9.2.3 Dedicated e-Recruitment Systems. .................................. 9.3 Employees and e-Recruitment: How to Get e-Recruited?............. 9.3.1 LinkedIn™ and e-Recruitment for
Employees................ 9.3.2 Other Social Media Tools for e-Recruitment of Employees.................................. 201 9.4 Legislation Related to e-Recruitment. . . ....................................... 9.5 Takeaways......................................................................................... 9.6 Self-Test......................... Bibliography........................................................................................ Crowdfunding............................................................................................. 10.1 Introduction to Crowdfunding......................................................... 10.2 Defining Crowdfunding................................................................. .*. 10.3 Origins of Crowdfunding........................ 10.4 Crowdfunding Types and Platforms............................................... 10.4.1 Type 1: Equity Crowdfunding.......................................... 10.4.2 Type 2: Debt-Based Crowdfunding.................................. 10.4.3 Type 3: Good-Cause Crowdfunding................................. 10.4.4 Type 4: Preorder Crowdfunding............................... 10.4.5 Type 5: Reward-Based Crowdfunding............................. 10.4.6 Crowdfunding Platforms.................................................... 10.5 Tips and Tricks for Crowdfunding................................................. 10.5.1 Before a Crowdfunding Project........................................ 10.5.2 During a Crowdfunding Project........................................ 10.5.3 After a Crowdfunding
Project........................................... 10.6 Legislation Related to Crowdfunding............................................. 10.7 Takeaways......................................................................................... 10.8 Self-Test............................................................. Bibliography................................................................................................. 179 184 184 185 185 186 187 188 189 191 191 193 194 197 198 199 200 202 204 205 205 207 207 210 211 212 213 214 214 214 215 215 216 216 217 218 219 221 221 222
Contents 11 xix Legal and Ethical Issues in Social Media............................................... 225 11.1 Introduction to Legal and Ethical Issues in Social Media............. 226 11.2 Social Media Ethics by Organizations............................................ 228 11.2.1 Social Media Policy and Training.................................... 228 11.2.2 Terms of Service of Social Media Tools.......................... 230 11.3 Social Media Ethics by Employees.................................................. 232 11.3.1 Do’s and Don’ts for Social Media Use............................ 233 11.3.2 Digital Afterlife.................................................................. 235 11.3.3 Privacy and Passwords...................................................... 235 11.4 Takeaways......................................................................................... 238 11.5 Self-Test............................................................................................. 239 Bibliography................................................................................................. 240 12 Wrap-Up: Integration Exercises. ........................................................... 12.1 Case Study........................................................................................ 12.1.1 Organogram and the Role of a Chief Social Media Officer........................................................... - - - 12.1.2 Determining, Monitoring, and Evaluating External Social Media Strategies....................................... 12.1.3 Determining, Monitoring, and
Evaluating Internal Social Media Strategies....................................... 248 12.1.4 Other Topics...................................................................... 12.2 Social Media Bloopers and Lessons Learned.................................. 12.2.1 Example: Monitoring and Support Are Important.......... 12.2.2 Example: Anticipate Opposite Behavior.......................... 12.2.3 Example: Do Not Insult Customers. . .............................. 12.2.4 Example: Highly Sensitive Issues..................................... 12.3 Assignment......................................... 12.3.1 Advice on Social Media Use for B2C............................. 12.3.2 Advice on Social Media Use for B2B............................. 12.4 Brainstorming............... ..................................................................... 12.5 Self-Test....................................................... Bibliography................................................................................................. 243 243 Index.......................................... 271 244 246 250 251 252 253 254 255 256 258 262 266 268 270
|
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-sort | 3658.8 |
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| discipline | Allgemeines Wirtschaftswissenschaften |
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| id | DE-604.BV048255621 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T19:39:48Z |
| institution | BVB |
| isbn | 9783030990930 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033635869 |
| oclc_num | 1337123691 |
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| owner_facet | DE-355 DE-BY-UBR DE-11 |
| physical | xxiii, 275 Seiten Illustrationen |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Springer |
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| series2 | Springer texts in business and economics |
| spellingShingle | Looy, Amy van Social media management using social media as a business instrument Marketing Social Media Media Psychology Social media Psychology Mass Media Social Media (DE-588)4639271-3 gnd Online-Marketing (DE-588)7706419-7 gnd Wertorientiertes Management (DE-588)4776793-5 gnd Unternehmen (DE-588)4061963-1 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)4639271-3 (DE-588)7706419-7 (DE-588)4776793-5 (DE-588)4061963-1 (DE-588)4592128-3 |
| title | Social media management using social media as a business instrument |
| title_auth | Social media management using social media as a business instrument |
| title_exact_search | Social media management using social media as a business instrument |
| title_full | Social media management using social media as a business instrument Amy Van Looy |
| title_fullStr | Social media management using social media as a business instrument Amy Van Looy |
| title_full_unstemmed | Social media management using social media as a business instrument Amy Van Looy |
| title_short | Social media management |
| title_sort | social media management using social media as a business instrument |
| title_sub | using social media as a business instrument |
| topic | Marketing Social Media Media Psychology Social media Psychology Mass Media Social Media (DE-588)4639271-3 gnd Online-Marketing (DE-588)7706419-7 gnd Wertorientiertes Management (DE-588)4776793-5 gnd Unternehmen (DE-588)4061963-1 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Marketing Social Media Media Psychology Social media Psychology Mass Media Online-Marketing Wertorientiertes Management Unternehmen Electronic Commerce |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033635869&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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