Social Media Management: Technologies and Strategies for Creating Business Value (Springer Texts in Business and Economics)

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.

這本大學教科書以組織的角度來探討社交媒體對不同部門或學科的影響，同時探索組織如何利用社交媒體創造商業價值。為此，該書採用了獨特的跨學科方法，涵蓋了資訊科技、行銷、人力資源等多個領域。讀者將從一系列當前熱門話題中受益，包括：社交媒體的工具、策略和戰術、內部和外部溝通、病毒式行銷活動、社交客戶關係管理、雇主品牌塑造、網路招聘、搜尋引擎優化、社交挖掘、情感分析、群眾募資以及法律和道德問題。