This undergraduate textbook adopts 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, embracing IT, marketing, HR and many other fields. Readers will benefit from a comprehensive selection of current topics, including: 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.

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

Autorentext

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).

Inhalt
Introduction.- Definitions, Social Media Types and Tools.- Social media Strategy and Return on Investment.- Online Advertising and Viral Campaigns.- Social Customer Relationship Management.- Search Engine Optimization.- Sentiment Analysis and Opinion Mining (Business Intelligence).- Social Network Data and Predictive Mining (Business Intelligence).- e-Recruitment.- Crowdfunding.- Legal and Ethical Issues in Social Media.- Wrap-up.