Handbook of Social Media Management

1. Front Matter

   Pages i-ix

   PDF

2. Introduction

   1. Front Matter

      Pages 1-1

      PDF

   2. The Social Media Management Chain, How Social Media Influences Traditional Media

      • Mike Friedrichsen, Wolfgang Mühl-Benninghaus

      Pages 3-6

3. Management with Social Media

   1. Front Matter

      Pages 7-7

      PDF

   2. Traditional Media Companies in the U.S. and Social Media: What’s the Strategy?

      • Alan B. Albarran, Terry Moellinger

      Pages 9-24

   3. Social Media in Companies. Integrated Approach for a Social Media Strategy

      • Mike Friedrichsen

      Pages 25-47

   4. Some Economics of New Media Content Production and Consumption, and Strategic Implication for Media Companies

      • Marco Gambaro

      Pages 49-58

   5. How (Social) Media Can Change “Change” in Organizations

      • Holger Sievert, Astrid Nelke

      Pages 59-72

   6. Employees’ Conceptions of How Management Can Operationalize Employee Involvement

      • Stavros Georgiades

      Pages 73-86

   7. Book Industry Business, Concentration, Internet and Social Media of Management and Marketing

      • Paulo Faustino

      Pages 87-123

   8. New Venture Creation in Social Media Platform; Towards a Framework for Media Entrepreneurship

      • Datis Khajeheian

      Pages 125-142

   9. New Marketing Communication in Social Media Business

      • Wolfgang Mühl-Benninghaus

      Pages 143-160

   10. Social Networks as Marketing Tools for Media Companies

       • Alfonso Sánchez-Tabernero, Julián Villanueva, José Luis Orihuela

       Pages 161-178

   11. Managing New(s) Conversations: The Role of Social Media in News Provision and Participation

       • François Nel, Oscar Westlund

       Pages 179-200

   12. Social Media: Managerial and Economic Opportunities and Challenges

       • Francisco J. Pérez-Latrel, George Tsourvakas

       Pages 201-216

4. New Value Chain with Social Media

   1. Front Matter

      Pages 217-217

      PDF

   2. Social Media, Aggregation and the Refashioning of Media Business Models

      • Charles Brown

      Pages 219-238

   3. How Media Companies Should Create Value: Innovation Centered Business Models and Dynamic Capabilities

      • Hans van Kranenburg, Gerrit Willem Ziggers

      Pages 239-251

   4. Media Management and Social Media Business: New Forms of Value Creation in the Context of Increasingly Interconnected Media Applications

      • Reinhard Kunz, Stefan Werning

      Pages 253-267

   5. Managing Social Media Value Networks: From Publisher (Broadcast) to User-Centric (Broadband-Narrowcast) Business Models

      • Zvezdan Vukanovic

      Pages 269-288

Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book’s main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations.

• Interactive Media
• Media Management
• New Value Chain
• Social Media
• Social Media Business
• media research

• Institute for Media Business, Media Business Transfer Center, Berlin, Germany

  Mike Friedrichsen

• Humboldt Media Business School, Berlin, Germany

  Wolfgang Mühl-Benninghaus

Mike Friedrichsen, Prof. Dr., Dipl.Volkswirt, M.A., Bankkaufmann, Studieum der Volkswirtschaftslehre (Diplom) und der Betriebswirtschaftslehre, Publizist und Politologie (M.A.) in Kiel, Mainz, Canterbury, San Diego und Berlin. Promotion an der FU Berlin (1996). Anschließend (1996-1999) Direktor und Geschäftsführer des Markt- und Kommunikationsforschungsinstituts Media Futura. 1999 Ernennung zum Professor auf Lebzeit an der Hochschule der Medien, bis 2003 Lehrstuhl für Medienwirtschft, Medienmanangement und Medienforschung an der Hochschule der Medien Stuttgart (Studiergang Medienwirtschaft). Danach von 2003-2007 Professor und Inhaber des Lehrstuhls für Medienmanagement und Marketing am Internationalen Institut für Management der Universität Flensburg. Seit 2007 Professor für Media Business und Media Innovation an der Hochschule der Medien Stuttgart (Studiengang Wirtschaftsinformatik und digitale Medien). Seit 2008 zusätzlich Direktor des Institute for Media Business (IMB) und des Media Business Transfer Center (MBTC Media) in Berlin. Seit 2011 Leiter der Humboldt Media Business School an der Humboldt-Universität Berlin.

Wolfgang Mühl-Benninghaus, Prof. Dr., Studium der Wirtschaftswissenschaften/Wirtschaftsgeschichte sowie der Alten Geschichte, Geschichte der Ästhetik, Philosophie- und Kunstgeschichte (Abschluss Dipl.oec. 1978); Promotion an der HU Berlin (1981), Zusatzstudium Moskau 1981/82, Habilitation 1988; 1991-1993 Vertretungsstelle Universität Koblenz/Landau 1991-1993; Berufung zum Universitätsprofessor an die HU Berlin 1993; Direktor des Media Business Transfer Center und des Institute for Media Business in Berlin. Seit 2011 Leiter der Humboldt Media Business School an der Humboldt-Universität Berlin.

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