電子書籍詳細

電子書籍詳細


洋書 kinoppy

ソーシャルメディアのためのデータ解析入門

Social Media Measurement and Management : Entrepreneurial Digital Analytics

1

Lipschultz, Jeremy Harris

Routledge 2019/06
出版国: GB
ISBN: 9780815363903
eISBN: 9781351108058
KNPID: EY00351435
販売価格 : BookWeb Pro特別価格

価格はログインすると表示されます。
為替レートの変動や出版社の都合によって、価格が変動する場合がございます。
ファイルフォーマット:   
ファイルサイズ:
デバイス:

ご購入を希望される方は、
下のリンクをクリックしてください。

Full Description

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.

Table of Contents

Unit One: Foundations of Social Media Measurement and Management  1. Social Crowds, Voice, and Personal Branding  2. Concepts and Campaigns  3. Social Network Sites (SNS) Measurement and Management  Unit Two: Strategic Social Media Measurement Tools  4. Social Media Metrics and Management Tools  5. Academic Social Media Research  Unit Three: Best Practices in Social Media Measurement  6. Integration of PR, Advertising, and Marketing Plans  7. Social Media Data Laws and Ethics  8. Customer Relationships and Content  Unit Four: Social Media Planning and Campaigns  9. Employee Engagement  10. The Future of Social Media Measurement and Management  Appendix A: Social Media Planning  Appendix B: Social Media Marketing Evaluation