Handbook of Social Media Management

Value Chain and Business Models in Changing Media Markets

  • Mike Friedrichsen
  • Wolfgang Mühl-Benninghaus

Part of the Media Business and Innovation book series (MEDIA)

Table of contents

  1. Front Matter
    Pages i-ix
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Mike Friedrichsen, Wolfgang Mühl-Benninghaus
      Pages 3-6
  3. Management with Social Media

  4. New Value Chain with Social Media

    1. Front Matter
      Pages 217-217
    2. Mónica Herrero, Mercedes Medina
      Pages 311-325
    3. Elena Vartanova, Mikhail Makeenko, Andrei Vyrkovsky
      Pages 391-404
  5. Forms and Content of Social Media

  6. Social Media: Impact and Users

About this book


Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book’s main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations.


Interactive Media Media Management New Value Chain Social Media Social Media Business

Editors and affiliations

  • Mike Friedrichsen
    • 1
  • Wolfgang Mühl-Benninghaus
    • 2
  1. 1.Institute for Media BusinessMedia Business Transfer CenterBerlinGermany
  2. 2.Humboldt Media Business SchoolBerlinGermany

Bibliographic information