Abstract
This chapter introduces the role of the Internet and particularly social media in today’s digital economy. The reader gets an overview of the topics covered in the subsequent chapters and of the extent to which these topics relate to the different departments in an organization. Evidence is given that social media are not limited to marketing or information technology (IT), but that a multitude of departments are involved. This multidisciplinary approach of social media constitutes the main thread of the book in order to determine, execute, and evaluate social media strategies that help achieve business objectives and create business value.
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Van Looy, A. (2022). Introduction. In: Social Media Management. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-99094-7_1
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DOI: https://doi.org/10.1007/978-3-030-99094-7_1
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