Amy Van Looy. Social Media Management. Technologies and Strategies. for Creating Business Value. 4^ Springer

Transcription

1 Amy Van Looy Social Media Management Technologies and Strategies for Creating Business Value 4^ Springer

2 1 Introduction Introduction to the Internet What Happens on the Internet? 1 LI.2 Could You Live Without the Internet? Introduction to Social Media Social Media as a Multidisciplinary Approach Learning Objectives of this Book Overview of the Book Chapters Takeaways Self-Test 19 Bibliography 19 2 Definitions, Social Media Types, and Tools Defining Social Media The Concept of Web The Concept of User-Generated Content The Concept of Social Media Social Media Types and Tools Social Communities Text Publishing Tools Microblogging Tools Photo Publishing Tools Audio Publishing Tools Video Publishing Tools Social Gaming Tools Really Simple Syndication Other Social Media Types Social Media Purposes Takeaways Self-Test 46 Bibliography 47 xv

3 xvi Contents 3 Social Media Strategy and Return on Investment Introduction to a Social Media Strategy Determining a Social Media Strategy Monitoring and Evaluating a Social Media Strategy Monitoring Web Analytics and Social Media Analytics Monitoring Business Outcomes and ROI Takeaways Self-Test 61 Bibliography 62 4 Online Advertising and Viral Campaigns Online Advertising Introduction to Online Advertising Defining Online Advertising Pricing Models for Online Advertising Starting Online Advertising Monitoring Online Advertising Legislation Related to Online Advertising Challenges for Online Advertising Viral Campaigns Introduction to Viral Campaigns Defining Viral Campaigns Success Stories of Viral Campaigns Tips and Tricks for Viral Campaigns Takeaways Self-Test 83 Bibliography 83 5 Social Customer Relationship Management Introduction to Social CRM Defining Social CRM Traditional CRM Social CRM Types of Social CRM Value Creation by Social CRM Tips and Tricks for Social CRM Monitoring Social CRM Social Media-Based Helpdesks, Contact Centers, or Support Groups Social CRM Tools Takeaways Self-Test 110 Bibliography 111

4 Contents xvii 6 Search Engine Optimization Introduction to SEO (or SEM = SEO + SEA) Defining SEO Search Engine Results Page Indexation Mechanism Tips and Tricks for SEO Off-Page or On-Site SEO Improvements On-Page SEO Improvements Off-Site or External SEO Improvements SEO Improvements Related to User Experience Takeaways Self-Test 131 Bibliography Sentiment Analysis and Opinion Mining (Business Intelligence 1) Introduction to Opinion Mining and Sentiment Analysis Defining Opinion Mining and Sentiment Analysis Definitions Characteristics Building a Sentiment Model Example of a Feature-Based Sentiment Analysis Example of a Sentiment Analysis with Reviews and Ratings Big Data Challenges to Opinion Mining and Sentiment Analysis Takeaways Self-Test 146 Bibliography Social Network Data and Predictive Mining (Business Intelligence 2) Introduction to Social Network Data Examples of Social Network Data in Targeted Marketing Examples of Social Network Data in Other Areas Defining Social Network Data Social Network Modeling Approaches Definitions Graph Representation Social Network Analytics Examples of Social Network Applications (with Only Offline Data) Examples of Social Media Network Applications (with Online Data) Mining Algorithm 161

5 xviii Contents 8.4 Triggers for Social Network Data Trigger 1: Peer Influence Trigger 2: Homophily Peer Influence Versus Homophily Big Data Challenges to Social Network Data Takeaways Self-Test 170 Bibliography e-recruitment Introduction to e-recruitment Organizations and e-recruitment: How to e-recruit? Linkedln and e-recruitment for Organizations Other e-recruitment Tools for Organizations Employees and e-recruitment: How to Gel e-recruited? Linkedln and e-recruitment for Employees Other e-recruitment Tools for Employees Legislation Related to e-recruitment Takeaways Self-Test 186 Bibliography Crowdfunding Introduction to Crowdfunding Defining Crowdfunding Origins of Crowdfunding Crowdfunding Types and Platforms Type 1: Equity Crowdfunding Type 2: Debt-Based Crowdfunding Type 3: Good-Cause Crowdfunding Type 4: Preorder Crowdfunding Type 5: Reward-Based Crowdfunding Crowdfunding Platforms Tips and Tricks for Crowdfunding Before a Crowdfunding Project Düring a Crowdfunding Project After a Crowdfunding Project Legislation Related to Crowdfunding Takeaways Self-Test 204 Bibliography 204

6 Contents %ix 11 Legal and Ethical Issues in Social Media Introduction to Legal and Ethical Issues in Social Media Social Media Ethics by Organizations Social Media Policy and Training Terms of Service of Social Media Tools Social Media Ethics by Employees Do's and Don'ts for Social Media Use Digital Afterlife Privacy and Passwords Takeaways Self-Test 218 Bibliography Wrap-Up Case Study Organogram and the Role of a Chief Social Media Officer Determining, Monitoring, and Evaluating External Social Media Strategies Determining, Monitoring, and Evaluating Internal Social Media Strategies Other Topics Social Media Bloopers and Lessons Learned Example: Monitoring and Support Are Important Example: Anticipate Opposite Behavior Example: Do Not Insult Customers Example: Charity Is a Highly Sensitive Issue Assignment Advice on Social Media Use for B2C Advice on Social Media Use for B2B Self-Test 244 Bibliography 245 Index 247