Social media management : using social media as a business instrument PDF
Preview Social media management : using social media as a business instrument
Springer Texts in Business and Economics Amy Van Looy Social Media Management Using Social Media as a Business Instrument Second Edition Springer Texts in Business and Economics Springer Texts in Business and Economics (STBE) delivers high-quality instruc- tionalcontentforundergraduatesandgraduatesinallareasofBusiness/Management Science and Economics. The series is comprised of self-contained books with a broadandcomprehensivecoveragethataresuitableforclassaswellasforindividual self-study. All texts are authored by established experts in their fields and offer a solidmethodologicalbackground,oftenaccompaniedbyproblemsandexercises. Moreinformationaboutthisseriesathttps://link.springer.com/bookseries/10099 Amy Van Looy Social Media Management Using Social Media as a Business Instrument Second Edition AmyVanLooy FacultyofEconomicsandBusinessAdministration GhentUniversity Ghent,Belgium ISSN2192-4333 ISSN2192-4341 (electronic) SpringerTextsinBusinessandEconomics ISBN978-3-030-99093-0 ISBN978-3-030-99094-7 (eBook) https://doi.org/10.1007/978-3-030-99094-7 #TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerland AG2016,2022 Thisworkissubjecttocopyright.AllrightsaresolelyandexclusivelylicensedbythePublisher,whether thewholeorpartofthematerialisconcerned,specificallytherightsoftranslation,reprinting,reuseof illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similarordissimilarmethodologynowknownorhereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors and the editors are safe to assume that the advice and information in this bookarebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Fictivesocialmedianetworkrepresentation.Thissimplifiedimageillustrateshowthesocialmedia profilesofindividualsandorganizationscanbeconnectedtoenableasocialrippleeffectbetween differentcommunitiesandpotentiallylinkuserswhodonotevenknoweachother.Socialmedia managementheavilyreliesonnetworkmechanisms.Courtesy:AmberE.D.M. To inspire and be inspired by technology. Preface Before getting started, the reader is invited to consider what can be expected from thisbook.Itisalsoexplainedhowthiseditiondiffersfromthepreviousone. Who This Book Is For Thisbookiswrittenas aninternational handbookand primarilytargets students in economics and business administration. Other students interested in the organization’s way of working or social media management in general are encouragedtoreadthebookaswell. Additionally,businesspeople (rangingfrom employees tomanagersandCxOs) who wish to be acquainted with the diverse business aspects of social media will profit from the book, themore since we link socialmedia tostrategies for creating businessvalue. How This Book Differs from Other Social Media Books This book takes the perspective of organizations (not individuals) and clarifies the impactofsocialmediaonthedifferentdepartmentsordisciplinesinanorganization. Thismultidisciplinaryapproachdiffersfromotherbooksonsocialmediawhichdeal with a single topic and/or a single focus (e.g., limited to marketing or IT). As this bookintendstoofferanintroductiontoawiderangeofbusiness-relatedsocialmedia topics, it serves as a complement to the more specialized books that elaborate on eachtopicseparately. Theuniquesellingpointsofthisbookareasfollows. (cid:129) Basicconceptsandpracticesonsocialmediamanagementareexplainedinorder tointroducethereadertothebusinessessentialsofsocialmedia. (cid:129) The reader is offered critical reflections on a recent and hyped phenomenon, basedonacombinationofacademicinsightsandpracticaltipsandtricks. ix x Preface (cid:129) Bytakingamultidisciplinaryapproach,thereadergetstoknowawiderangeof organization-relevant topics in order to put social media into an appropriate businessperspective. (cid:129) Thepointofdepartureconcernspotentialsocialmediastrategiesthathelpachieve organizationalstrategiesandbusinessobjectives,derivedfromanorganization’s missionstatement.Itisshownthatsocialmediaarenotasolutiontoallbusiness problems, and their use should be well considered to avoid failures or too high expectations. (cid:129) Eachchapterinthebookoffers aself-testandsuggestsfurtherreadingstolearn andbettercomprehendthematerial.Atthestartofeachchapter,teaserquestions are presented that will gradually be demystified. Additionally, the wrap-up chapter is dedicated to case studies and assignments covering social media managementinpractice. How This Book Is Organized After the introductory chapters, different chapters elaborate on relevant business topicsthatcopewithsocialmediamanagementinanorganization.Foreachchapter, it is explained which departments are primarily involved in the topic and to which degree. (cid:129) Chapter1—Introductiontosocialmediamanagement (cid:129) Chapter2—Definitions,socialmediatypes,andtools (cid:129) Chapter3—Socialmediastrategyandreturnoninvestment (cid:129) Chapter4—Onlineadvertisingandviralcampaigns (cid:129) Chapter5—Socialcustomerrelationshipmanagement (cid:129) Chapter6—Searchengineoptimization (cid:129) Chapter7—Sentimentanalysisandopinionmining(Businessintelligence1) (cid:129) Chapter8—Socialnetworkdataandpredictivemining(Businessintelligence2) (cid:129) Chapter9—e-Recruitment (cid:129) Chapter10—Crowdfunding (cid:129) Chapter11—Legalandethicalissuesinsocialmedia (cid:129) Chapter12—Wrap-up:integrationexercises Eachchapterisorganizedasfollows.Itstartswithanabstractthatsummarizesthe chapter’soutline,followedbyteaserquestions.Thebodyofthetextiswrittentobe accessible to a wide audience and contains a plethora of links and references that enablefurtherreadingsforthosewhoareeagertodelveintothechapter’stopic.Each chapterendswithrecappingthetakeaways,supplementedbyaself-testtochallenge thereader’sunderstandingofthetopic. Preface xi Disclaimer and Trademarks Thisbookintendstogiveanobjectivestateoftheartofthesocialmedialandscapeat a certain moment in time, without supporting one or another social media tool or online service. Being an international handbook, the book neither intends to give specificadvicetoorganizations.Thisbookisanindependentpublicationandhasnot beenauthorized,sponsored,orotherwiseapprovedbyanyorganization,product,or vendor mentioned in the book. All trademarks are the property of their respective owners. How This Edition Differs from the Previous One Every edition is characterized by the era in which it is published. While the first edition was written when social media were still emerging, the number of current social media tools has significantly increased and their users have become much more diverse. Consequently,knowledge about the subject has advanced, including theimpactfromnewlyemergingtechnologiesinIndustry4.0(ortheFourthIndus- trialRevolution).Also,theCOVID-19pandemic(i.e.,withworldwidelockdowns) has accelerated the digitalization efforts in organizations, with people becoming moreacquaintedwithsocialmediauseforteleworkorjustforgettingtogether. Thissecondeditiondiffersfromthefirstoneintermsofvariousextensions,but keepingtheoriginalbusinessangle.Thebook’smultidisciplinaryapproachhasbeen retainedandupdatedwithrecentsources.Interestingly,somepredictionsinthefirst editionhavecometrue,suchastheincreasedrelevanceofvideoandaudiomessages, the changing popularity of specific social media tools along a hype cycle or evolution graph, and the need for strong passwords with potentially multifactor authentication. More attention has been paid to the changing legal restrictions, for instance, with GDPR affecting social media efforts and decreasing the risks of information abuse via informed consents. The latter triggers novel perspectives on privacy concerns and social engineering for combining online data from different originsforthesakeofknowledgecreation.Thepowerofknowledgeisalsooneof thedrivingforcesforcriticallyapproachingthebusinessmodelsbehindsocialmedia tools. Upgrades have been made with respect to the strategic level of social media initiatives,andextensions formulatedregarding thebusinessmodelsofmoreinno- vative organizations. Furthermore, the increasing role of influencers has been recognized. Throughout the different chapters, reflections have been made about the latest opportunities of emerging technologies, such as artificial intelligence (AI)orInternetofThings(IoT),forlettingsocialmediatoolsfurtherevolve.Finally, the wrap-up chapter consists of extra exercises that comprehensively integrate the differenttopicsofpriorchapters.
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