Titlebook: Social Media Management; Technologies and Str Amy Van Looy Textbook 20161st edition Springer International Publishing Switzerland 2016 E-re

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Textbook 20161st editioncluding: tools, tactics and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues..

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Social Media Strategy and Return on Investment,media initiatives should serve social media strategies, which in turn should serve the organization’s strategies. The chapter shows how social media strategies and corresponding tactics can be derived from the business objectives and how key performance indicators (KPIs) and tactics can be formulate

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Online Advertising and Viral Campaigns,ign. The chapter does not intend to elaborate on the general marketing-related aspects of ads and campaigns, but clarifies the elements typical to an online context. Regarding online ads, the chapter particularly explains the different pricing models and the bidding process. Besides tips and trips f

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Social Customer Relationship Management,the best example of a multidisciplinary social media approach, as it involves almost all departments in the organization. Instead of only contacting people with sales offers, the aim of social CRM is to build strong relationships with Internet users by giving them a positive experience of the organi

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Search Engine Optimization,earch engines. This topic is highly relevant as Internet users are more likely to visit search results that are shown at the top of a results page. In order to decide which web pages appear higher on a results page, search engines typically evaluate which web pages are more relevant after applying a

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