Social Media Management
Book information
Description
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 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 3 Social Media Strategy and Return on Investment 3.1 Introduction to a Social Media Strategy 3.2 Determining a Social Media Strategy 3.3 Monitoring and Evaluating a Social Media Strategy 3.3.1 Monitoring Web Analytics and Social Media Analytics 3.3.2 Monitoring Business Outcomes and ROI 3.4 Takeaways 3.5 Self-Test Bibliography 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 4.2 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 4.3 Takeaways 4.4 Self-Test Bibliography 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 5.6.2 Social CRM Tools 5.7 Takeaways 5.8 Self-Test Bibliography 6 Search Engine Optimization 6.1 Introduction to SEO (or SEM=SEO + SEA) 6.2 Defining SEO 6.3 Search Engine Results Page 6.4 Indexation Mechanism 6.5 Tips and Tricks for SEO 6.5.1 Off-Page or On-Site SEO Improvements 6.5.2 On-Page SEO Improvements 6.5.3 Off-Site or External SEO Improvements 6.5.4 SEO Improvements Related to User Experience 6.6 Takeaways 6.7 Self-Test Bibliography 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 with Reviews 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) 8.1 Introduction to Social Network Data 8.1.1 Examples of Social Network Data in Targeted Marketing 8.1.2 Examples of Social Network Data in Other 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) 8.3.2 Examples of Social Media Network Applications (with Online Data) 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 9 e-Recruitment 9.1 Introduction to 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 e-Recruitment Tools for Organizations 9.3 Employees and e-Recruitment: How to Get e-Recruited? 9.3.1 LinkedIn™ and e-Recruitment for Employees 9.3.2 Other e-Recruitment Tools for Employees 9.4 Legislation Related to e-Recruitment 9.5 Takeaways 9.6 Self-Test Bibliography 10 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 11 Legal and Ethical Issues in Social Media 11.1 Introduction to Legal and Ethical Issues in Social Media 11.2 Social Media Ethics by Organizations 11.2.1 Social Media Policy and Training 11.2.2 Terms of Service of Social Media Tools 11.3 Social Media Ethics by Employees 11.3.1 Do’s and Don’ts for Social Media Use 11.3.2 Digital Afterlife 11.3.3 Privacy and Passwords 11.4 Takeaways 11.5 Self-Test Bibliography 12 Wrap-Up 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 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: Charity Is a Highly Sensitive Issue 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 Self-Test Bibliography Index
Similar books
Social media management : using social media as a business instrument
2022 · PDF
Social Media Management: Technologies and Strategies for Creating Business Value
2015 · PDF
Social Media Management
EPUB
EXCEL 2023 CRASH COURSE: Master Excel 2023 With This Complete Crash Course In 7 Days
2022 · EPUB
The arraignment and tryall with a declaration of the Ranters also, several sentences proceedings at the sessions in the Old-Baily, and Councel of War: their protestations and the hanging of one up by the thumbs; with divers penalties to be inflicted upon others. The dancing and revelling of Dr. Buckeridge and his wife, and other gent. dancing all in white, in Berkshire, and their Christmas carol. A dispute between a Ranter in Bridewel, and one that came to see him; with his creed and pater noster: and the names of the false gods they worship. As also, a list of many of the Ranters, from whence they are derived: and of many hundreds of them in England
2019 · EPUB
The discoverer; vvherein is set forth (to undeceive the nation) the reall plots and stratagems of Lievt. Col. John Lilburn, Mr. William Walwyn, Mr. Thomas Prince, Mr. Richard Overton, and that partie ... Namely, under the pretence and colour of libertie ... a most dangerous and destructive designe is carried on to deprive the nation of their religion, rights, liberties, proprieties, lawes, government, &c. and to bring a totall and universall ruine upon the land. And so much is here clearely proved. The first part
2019 · EPUB
An act to impower Sir John Molesworth: Baronet, and Joseph Moyle, Esquire, Two of the surviving Trustees, in an Indenture, dated the Twenty-Fifth Day of December One thousand Seven hundred and Forty-Three, to raise the several Sums in the said Indenture mentioned, or such of them as are still unsatisfied, and pay the same, as well as the rest of the personal Estate of Hugh Gregor, deceased, to such Person as Jane Gregor, an Infant, shall marry during her Infancy, with the Consent of the surviving Trustees, and of her Guardians
EPUB
Case Histories
2008 · EPUB