Social Media Measurement and Management: Entrepreneurial Digital Analytics

ISBN-13: 9780815363927 / Angielski / Miękka / 2019 / 320 str.

Jeremy Harris Lipschultz

Opis

This new 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.

Spis treści

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  Appendix B: Social Media Marketing Evaluation