Social Media Measurement and Management

Entrepreneurial Digital Analytics
2. Auflage 2024
ISBN: 978-1-032-24786-1
Verlag: Routledge

Buch, Englisch, 328 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 623 g

This revised and updated textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication.

This second edition expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from academic and industry thought leaders.

A perfect primer for this developing industry, this book is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of new tools and resources.

Zielgruppe

Postgraduate and Undergraduate

Autoren/Hrsg.

Lipschultz, Jeremy Harris

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften

Inhaltsverzeichnis

Unit One: Foundations of Social Media Measurement and Management  1. Social Crowds, Voice and Personal Branding  2. Concepts and Campaigns  3. Social Network Sites (SNS) Measurement and Management  Unit Two: Strategic Social Media Measurement Tools  4. Social Media Metrics and Management Tools  5. Academic Social Media Research  Unit Three: Best Practices in Social Media Measurement  6. Integration of PR, Advertising, and Marketing Plans  7. Social Media Data Laws and Ethics  8. Customer Relationships and Content  Unit Four: Social Media Planning and Campaigns  9. Employee Engagement  10. The Future of Social Media Measurement and Management  Appendix A: Social Media Planning Template Options  Appendix B: Social Media Marketing Evaluation

Über Autor(innen)

Jeremy Harris Lipschultz is Peter Kiewit Distinguished Professor in the UNO Social Media Lab for Research and Engagement, University of Nebraska at Omaha. He has published more than a dozen books over three decades about media, the Internet, and social media communication. These include Free Expression in the Age of the Internet (2000), Social Media Law and Ethics (2021), Social Media and Political Communication (2022), and Social Media Communication: Concepts, Practices, Data, Law and Ethics, Fourth Edition (2024).