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Social Media Management

Using Social Media as a Business Instrument

  • Textbook
  • © 2022

Overview

Authors:
  1. Amy Van Looy

    1. Faculty of Economics and Business Administration, Ghent University, Ghent, Belgium

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  • Introduces the reader to the essentials of social media
  • Pursues a comprehensive approach to social media, viewing it from an organizational perspective
  • Combines academic insights and practical tips and tricks

Part of the book series: Springer Texts in Business and Economics (STBE)

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Table of contents (12 chapters)

  1. Front Matter

    Pages i-xxiii
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  2. Introduction

    • Amy Van Looy
    Pages 1-20

  3. Definitions, Social Media Types, and Tools

    • Amy Van Looy
    Pages 21-50

  4. Social Media Strategy and Return on Investment

    • Amy Van Looy
    Pages 51-68

  5. Online Advertising and Viral Campaigns

    • Amy Van Looy
    Pages 69-96

  6. Social Customer Relationship Management

    • Amy Van Looy
    Pages 97-123

  7. Search Engine Optimization

    • Amy Van Looy
    Pages 125-146

  8. Sentiment Analysis and Opinion Mining (Business Intelligence 1)

    • Amy Van Looy
    Pages 147-163

  9. Social Network Data and Predictive Mining (Business Intelligence 2)

    • Amy Van Looy
    Pages 165-189

  10. e-Recruitment

    • Amy Van Looy
    Pages 191-206

  11. Crowdfunding

    • Amy Van Looy
    Pages 207-223

  12. Legal and Ethical Issues in Social Media

    • Amy Van Looy
    Pages 225-241

  13. Wrap-Up: Integration Exercises

    • Amy Van Looy
    Pages 243-270

  14. Back Matter

    Pages 271-275
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Keywords

About this book

This is the second edition of the undergraduate textbook 'Social Media Management' which extends the original edition's scope beyond the business angle. The textbook continues with the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach by embracing IT, marketing, HR, and many other fields. While the first edition was inspired by the rise of social media tools, the second edition is characterized by a digital economy with increasing digitalization efforts due to newly emerging technologies in Industry 4.0 and the COVID-19 pandemic. Readers will benefit from a comprehensive selection of extended topics, including strategies and business models for social media, influencer marketing, viral campaigns, social CRM, employer branding, e-recruitment, search engineoptimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues. Each chapter starts with one or more teaser questions to arouse the readers’ interest, which will be clarified per topic. The second edition also provides ample self-test materials and reflection exercises.

 

Authors and Affiliations

  • Faculty of Economics and Business Administration, Ghent University, Ghent, Belgium

    Amy Van Looy

About the author

Amy Van Looy holds a Ph.D. in applied economics. Before entering academia, she worked as an IT consultant. Being an associate professor at Ghent University, she coordinates the research cluster of “Business process orientation” at the Management Information Systems research group. She teaches, among others, courses on business process management, technology innovation, and social media. Amy Van Looy is the recipient of the “Highest Award for Achievement” at the Dale Carnegie Consulting Program in 2007, the “Award for Best Contribution” at the OnTheMove Academy in 2010, as well as paper nominations (e.g., BPM2018) and paper rewards (e.g., BPM2019). She was nominated in the top-10 for “Young ICT Lady of the year 2014” by the Belgian magazine DataNews and was recognized as a tech role model by the non-profit “InspiringFifty Belgium” in 2020 (i.e., for being one of Belgium’s 50 most inspiring women in technology).

Bibliographic Information

  • Book Title: Social Media Management

  • Book Subtitle: Using Social Media as a Business Instrument

  • Authors: Amy Van Looy

  • Series Title: Springer Texts in Business and Economics

  • DOI: https://doi.org/10.1007/978-3-030-99094-7

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022

  • Hardcover ISBN: 978-3-030-99093-0Published: 04 May 2022

  • eBook ISBN: 978-3-030-99094-7Published: 03 May 2022

  • Series ISSN: 2192-4333

  • Series E-ISSN: 2192-4341

  • Edition Number: 2

  • Number of Pages: XXIII, 275

  • Number of Illustrations: 76 b/w illustrations

  • Topics: Marketing, Social Media, Psychology, general

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