Social Media Measurement and Management: Entrepreneurial Digital Analytics PDF
Preview Social Media Measurement and Management: Entrepreneurial Digital Analytics
| )e ytip e e E Social Media Measurement and Management Entrepreneurial Digital Analytics Jeremy Harris Lipschultz Cy aerGraae ra in Gt ieee septate On . merpe psadce al Recipe — ~,_ieTpne orrp ilacay — new Fetec f bectera OD fed we research os barceeed e,tt er Social Media Measurement and Management 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. 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. Jeremy Harris Lipschultz holds the Peter Kiewit Distinguished Professorship in the UNO Social Media Lab and School of Communication, University of Nebraska at Omaha. He is Book Review Editor for Journalism & Mass Communication Educator. His Social Media Communication: Concepts, Practices, Data, Law and Ethics (2018, 2015) textbook integrates theory and practice. Lipschultz’s Rural Futures Institute project with Purdue University and the University of Nebraska-Lincoln is developing best practices for smaller communities to leverage broadband technologies and social media. Lipschultz received the AIM Institute College Tech Educator of the Year award in 2017, and was Omaha Press Club Journalism Educator of the Year in 2016. He has been a Huffington Post contributor, and currently blogs on LinkedIn. Connect with @JeremyHL #5MMM2020 on Twitter, follow his Facebook pages, and send questions to: jeremy. [email protected]. Social Media Measurement and Management Entrepreneurial Digital Analytics Jeremy Harris Lipschultz Routledge Taylor & Francis Group NEW YORK AND LONDON First published 2020 by Routledge 52 Vanderbilt Avenue, New York, NY 10017 and by Routledge 2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2020 Taylor & Francis The right of Jeremy Harris Lipschultz to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging-in-Publication Data Names: Lipschultz, Jeremy Harris, 1958- author. Title: Social media measurement and management: entrepreneurial digital analytics / Jeremy Harris Lipschultz. Description: New York, NY : Routledge, 2020. | Includes bibliographical references and index. Identifiers: LCCN 2019007125 (print) | LCCN 2019008486 (ebook) | ISBN 9781351108072 (eBook) | ISBN 9780815363903 (hardback) | ISBN 9780815363927 (pbk.) Subjects: LCSH: Online social networks—Research. | Social media. | Dyadic analysis (Social sciences) | Social sciences—Network analysis. | Marketing research. Classification: LCC HM742 (ebook) | LCC HM742 .L57 2019 (print) | DDC 302.23—dc23 LC record available at https://lccn.loc.gov/2019007125 ISBN: 978-0-8153-6390-3 (hbk) ISBN: 978-0-8153-6392-7 (pbk) ISBN: 978-1-351-10807-2 (ebk) Typeset in Warnock Pro by Apex CoVantage, LLC Visit the eResource: www.routledge.com/97808 15363927 Contents List of Figures List of Tables Contributors Preface Unit One: Foundations of Social Media Measurement and Management 1 Social Crowds, Voice, and Personal Branding Social Entrepreneurship and Personal Branding Brand Evangelists and Ambassadors Entrepreneurship and Digital Analytics Awareness Outcome Measurement Thought Leader Anna Vargas: Social Media Measurement and Management Help Land New Clients As Seen on YouTube Useful Tools Project Ideas Discussion Questions 2 Concepts and Campaigns The Barcelona Principles 2.0 Google Analytics and SEO Social Media Target Marketing to Latinos and Latinas Target Marketing Panel Thought Leader David Kamerer: Get Started with Google Analytics Strategies The Digital Analytics Association (DAA) and the eMetrics Summit Goals, Objectives, and Tactics Social Media Events Diffusion of Innovation CMC and Social Media Thought Leader Randa Zalman: Home Instead Senior Care Foundation: GIVE65 Fundraising Campaign Case Study Social Media Marketing Data Science and Brand Engagement As Seen on YouTube Useful Tools Project Ideas Discussion Questions 3 Social Network Sites (SNS) Measurement and Management Thought Leader Deepti Ganapathy: Focus on Goal-Oriented Measurement to Derive Desirable Outcomes Hub and Spoke Marketing and SEM Audits SNS Data Overview: Social Network Sites (SNS) Hosting a Live Twitter Chat Thought Leader Roberto Gallardo: Social Media, Intelligent Communities, and Management of Civic Engagement As Seen on YouTube Useful Tools Social Media Marketing Entrepreneurs Should Listen to Customers Project Ideas Discussion Questions Unit Two: Strategic Social Media Measurement Tools 4 Social Media Metrics and Management Tools Simple and Advanced Measures Social Media Dashboards and Advanced Tools Thought Leader Jason Buzzell: Homepage Updating Focused on #TopTasks Social Media Marketing, Employee Sharing, and New Business Social Media Monitoring and Social Network Analysis (SNA) PR Trust and the Social Media Marketing “Echo Chamber” Thought Leader Stu Shulman: Text Analytics for Mining Twitter Data Electronic Word-of-Mouth (eWOM) in Marketing Communication Best Practices: Social Capital, Diffusion, Personal Influence, and Social Networks Paid, Earned, Social, and Owned (PESO) Media Social Media Audits and Thought Leaders As Seen on YouTube Useful Tools Project Ideas Discussion Questions 5 Academic Social Media Research Quantitative and Qualitative Social Science Research Testing and Replication of Data Thought Leaders Roma Subramanian and Andrea Weare: #NotOkay Thought Leader Sam Petto: A Social Media Use Research Project As Seen on YouTube Useful Tools Project Ideas Discussion Questions Unit Three: Best Practices in Social Media Measurement 6 Integration of PR, Advertising, and Marketing Plans Use of Email to Micro-Target Qualitative Relationships Best Practices in Social Media Measurement Integration of PR, Advertising, and Marketing Plans Step-by-Step Measurable Outcomes and Monitoring SWOT Analysis SMART Objectives Reporting Results Thought Leader Amanda Bright: Why You Should Stop Worrying about Disparate Audiences and Focus on the Universal Gap As Seen on YouTube Useful Tools Project Ideas Discussion Questions 7 Social Media Data Law and Ethics Federal Trade Commission (FTC) Regulation Uber and Lyft Passengers Were Secretly Live-Streamed Digital Data Trails, Brand Insights, and Mobile Users Case Law The Future of General Data Protection Regulation (GDPR) Media Ethics PRSA Code of Ethics A Return to Transparency, Independence, and Authenticity Thought Leader Marc A. Smith: Cultivating Creative Connections in a Networked World — #ThinkLink As Seen on YouTube Useful Tools Project Ideas Discussion Questions 8 Customer Relationships and Content Customer Relationships, Content, and Service Small Business and Nonprofit Social Media Marketing Strategy Customer Relations Management (CRM), C-Suites, and Corporate Social Responsibility (CSR) Peter Shankman on Entrepreneurship Media Storytelling, Content Sharing Blogs, and Microblogs Thought Leader Dana Dyksterhuis: Influencer Marketing and the Future of Social Media Entrepreneurs As Seen on YouTube Useful Tools Project Ideas Discussion Questions Unit Four: Social Media Planning and Campaigns 9 Employee Engagement Engagement and Employee Advocacy Effective Employee Mobile Communication Employee Social Media Engagement May Help with Business Trust Participation Marketing Thought Leaders Donna Presnell, Betty Farmer, and Rylee Roquemore: Managing Social Media during the Death of a Leader—A Crisis Communications Case Study in Higher Education Thought Leader Jennifer Grygiel: Why You Should Stop Trying to Justify the Cost of
The list of books you might like
