Handbook of Social Media Management

Handbook of Social Media Management

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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 booka€™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.... can take advantage of the same analytical tools for optimizing ad strategies as might be used with paid ads on Google. YouTube considers direct ads to be best suited for a€œa large ad campaign or a major brand marketing initiativea€, because direct ... Promoted and featured videos clearly start with visibility advantages over videos uploaded by average users. ... the creation of pay-per-view and subscription options for watching commerciallyproduced content, and YouTubea#39;s decision toanbsp;...

Title:Handbook of Social Media Management
Author:Mike Friedrichsen, Wolfgang Mühl-Benninghaus
Publisher:Springer Science & Business Media - 2013-05-28


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