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Springer Texts in Business and Economics

Social Media Management

Technologies and Strategies for Creating Business Value

Authors: Van Looy, Amy

  • 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
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Buy this book

eBook £42.99
price for United Kingdom (gross)
  • ISBN 978-3-319-21990-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover £53.99
price for United Kingdom (gross)
  • ISBN 978-3-319-21989-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this Textbook

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.

About the authors

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.

Reviews

“This book … is an undergraduate textbook. But I must say that I have reviewed and read other undergraduate textbooks but this one in particular it is really well-written and it is really on the right level. … I want to say that this is a very modern and unique book and it is essential if you work with marketing, social media and corporate management. It will be a good addition to your personal library and for your reading. Enjoy!” (Inspire and Action Blog, inspireandaction.wordpress.com, April, 2017)

“Most chapters end with a self-test for review and a bibliography. Scattered within the chapters are case examples, sometimes questions with potential solutions, and sometimes provocative items to ponder. … There are a plethora of how-to guides to social media management, but this is the first text I know of geared toward nontechnical, undergraduate students in business fields. It is targeted to students in the fields of business and administration … .” (David Bellin, Computing Reviews, April, 2016)


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Table of contents (12 chapters)

  • Introduction

    Van Looy, Amy

    Pages 1-20

  • Definitions, Social Media Types, and Tools

    Van Looy, Amy

    Pages 21-47

  • Social Media Strategy and Return on Investment

    Van Looy, Amy

    Pages 49-62

  • Online Advertising and Viral Campaigns

    Van Looy, Amy

    Pages 63-85

  • Social Customer Relationship Management

    Van Looy, Amy

    Pages 87-111

Buy this book

eBook £42.99
price for United Kingdom (gross)
  • ISBN 978-3-319-21990-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover £53.99
price for United Kingdom (gross)
  • ISBN 978-3-319-21989-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Social Media Management
Book Subtitle
Technologies and Strategies for Creating Business Value
Authors
Series Title
Springer Texts in Business and Economics
Copyright
2016
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-21990-5
DOI
10.1007/978-3-319-21990-5
Hardcover ISBN
978-3-319-21989-9
Series ISSN
2192-4333
Edition Number
1
Number of Pages
XIX, 250
Topics