000 02933nam a22002417a 4500
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020 _a9780815363927
082 _a302.23
_bLIP
100 _aLipschultz, Jeremy Harris
_923615
245 _aSocial media measurement and management:
_bentrepreneurial digital analytics
260 _bRoutledge
_aNew York
_c2020
300 _axxiii, 319 p.
365 _aGBP
_b45.99
500 _aTable of Contents: 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
520 _aThis 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. The book 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. A perfect primer for this developing industry, Social Media Measurement: Entrepreneurial Digital Analytics is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of tools and resources. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from key industry thought leaders. (https://www.routledge.com/Social-Media-Measurement-and-Management-Entrepreneurial-Digital-Analytics/Lipschultz/p/book/9780815363927)
650 _aOnline social networks--Research
_924350
650 _aSocial media
650 _aDyadic analysis
_924351
650 _aSocial sciences--Network analysis
_924352
650 _aMarketing research
942 _cBK
_2ddc
999 _c10019
_d10019