Social Media Management: Technologies and Strategies for Creating Business Value

1 Introduction
1.​1 Introduction to the Internet
1.​1.​1 What Happens on the Internet?​
1.​1.​2 Could You Live Without the Internet?​
1.​2 Introduction to Social Media
1.​3 Social Media as a Multidisciplinar​y Approach
1.​4 Learning Objectives of this Book
1.​5 Overview of the Book Chapters
1.​6 Takeaways
1.​7 Self-Test
Bibliography
2 Definitions, Social Media Types, and Tools
2.​1 Defining Social Media
2.​1.​1 The Concept of Web 2.​0
2.​1.​2 The Concept of User-Generated Content
2.​1.​3 The Concept of Social Media
2.​2 Social Media Types and Tools
2.​2.​1 Social Communities
2.​2.​2 Text Publishing Tools
2.​2.​3 Microblogging Tools
2.​2.​4 Photo Publishing Tools
2.​2.​5 Audio Publishing Tools
2.​2.​6 Video Publishing Tools
2.​2.​7 Social Gaming Tools
2.​2.​8 Really Simple Syndication
2.​2.​9 Other Social Media Types
2.​3 Social Media Purposes
2.​4 Takeaways
2.​5 Self-Test
Bibliography
3 Social Media Strategy and Return on Investment
3.​1 Introduction to a Social Media Strategy
3.​2 Determining a Social Media Strategy
3.​3 Monitoring and Evaluating a Social Media Strategy
3.​3.​1 Monitoring Web Analytics and Social Media Analytics
3.​3.​2 Monitoring Business Outcomes and ROI
3.​4 Takeaways
3.​5 Self-Test
Bibliography
4 Online Advertising and Viral Campaigns
4.​1 Online Advertising
4.​1.​1 Introduction to Online Advertising
4.​1.​2 Defining Online Advertising
4.​1.​3 Pricing Models for Online Advertising
4.​1.​4 Starting Online Advertising
4.​1.​5 Monitoring Online Advertising
4.​1.​6 Legislation Related to Online Advertising
4.​1.​7 Challenges for Online Advertising
4.​2 Viral Campaigns
4.​2.​1 Introduction to Viral Campaigns
4.​2.​2 Defining Viral Campaigns
4.​2.​3 Success Stories of Viral Campaigns
4.​2.​4 Tips and Tricks for Viral Campaigns
4.​3 Takeaways
4.​4 Self-Test
Bibliography
5 Social Customer Relationship Management
5.​1 Introduction to Social CRM
5.​2 Defining Social CRM
5.​2.​1 Traditional CRM
5.​2.​2 Social CRM
5.​3 Types of Social CRM
5.​4 Value Creation by Social CRM
5.​5 Tips and Tricks for Social CRM
5.​6 Monitoring Social CRM
5.​6.​1 Social Media-Based Helpdesks, Contact Centers, or Support Groups
5.​6.​2 Social CRM Tools
5.​7 Takeaways
5.​8 Self-Test
Bibliography
6 Search Engine Optimization
6.​1 Introduction to SEO (or SEM=​SEO + SEA)
6.​2 Defining SEO
6.​3 Search Engine Results Page
6.​4 Indexation Mechanism
6.​5 Tips and Tricks for SEO
6.​5.​1 Off-Page or On-Site SEO Improvements
6.​5.​2 On-Page SEO Improvements
6.​5.​3 Off-Site or External SEO Improvements
6.​5.​4 SEO Improvements Related to User Experience
6.​6 Takeaways
6.​7 Self-Test
Bibliography
7 Sentiment Analysis and Opinion Mining (Business Intelligence 1)
7.​1 Introduction to Opinion Mining and Sentiment Analysis
7.​2 Defining Opinion Mining and Sentiment Analysis
7.​2.​1 Definitions
7.​2.​2 Characteristics
7.​3 Building a Sentiment Model
7.​3.​1 Example of a Feature-Based Sentiment Analysis
7.​3.​2 Example of a Sentiment Analysis with Reviews and Ratings
7.​4 Big Data Challenges to Opinion Mining and Sentiment Analysis
7.​5 Takeaways
7.​6 Self-Test
Bibliography
8 Social Network Data and Predictive Mining (Business Intelligence 2)
8.​1 Introduction to Social Network Data
8.​1.​1 Examples of Social Network Data in Targeted Marketing
8.​1.​2 Examples of Social Network Data in Other Areas
8.​2 Defining Social Network Data
8.​2.​1 Social Network Modeling Approaches
8.​2.​2 Definitions
8.​2.​3 Graph Representation
8.​3 Social Network Analytics
8.​3.​1 Examples of Social Network Applications (with Only Offline Data)
8.​3.​2 Examples of Social Media Network Applications (with Online Data)
8.​3.​3 Mining Algorithm
8.​4 Triggers for Social Network Data
8.​4.​1 Trigger 1:​ Peer Influence
8.​4.​2 Trigger 2:​ Homophily
8.​4.​3 Peer Influence Versus Homophily
8.​5 Big Data Challenges to Social Network Data
8.​6 Takeaways
8.​7 Self-Test
Bibliography
9 e-Recruitment
9.​1 Introduction to e-Recruitment
9.​2 Organizations and e-Recruitment:​ How to e-Recruit?​
9.​2.​1 LinkedIn™ and e-Recruitment for Organizations
9.​2.​2 Other e-Recruitment Tools for Organizations
9.​3 Employees and e-Recruitment:​ How to Get e-Recruited?​
9.​3.​1 LinkedIn™ and e-Recruitment for Employees
9.​3.​2 Other e-Recruitment Tools for Employees
9.​4 Legislation Related to e-Recruitment
9.​5 Takeaways
9.​6 Self-Test
Bibliography
10 Crowdfunding
10.​1 Introduction to Crowdfunding
10.​2 Defining Crowdfunding
10.​3 Origins of Crowdfunding
10.​4 Crowdfunding Types and Platforms
10.​4.​1 Type 1:​ Equity Crowdfunding
10.​4.​2 Type 2:​ Debt-Based Crowdfunding
10.​4.​3 Type 3:​ Good-Cause Crowdfunding
10.​4.​4 Type 4:​ Preorder Crowdfunding
10.​4.​5 Type 5:​ Reward-Based Crowdfunding
10.​4.​6 Crowdfunding Platforms
10.​5 Tips and Tricks for Crowdfunding
10.​5.​1 Before a Crowdfunding Project
10.​5.​2 During a Crowdfunding Project
10.​5.​3 After a Crowdfunding Project
10.​6 Legislation Related to Crowdfunding
10.​7 Takeaways
10.​8 Self-Test
Bibliography
11 Legal and Ethical Issues in Social Media
11.​1 Introduction to Legal and Ethical Issues in Social Media
11.​2 Social Media Ethics by Organizations
11.​2.​1 Social Media Policy and Training
11.​2.​2 Terms of Service of Social Media Tools
11.​3 Social Media Ethics by Employees
11.​3.​1 Do’s and Don’ts for Social Media Use
11.​3.​2 Digital Afterlife
11.​3.​3 Privacy and Passwords
11.​4 Takeaways
11.​5 Self-Test
Bibliography
12 Wrap-Up
12.​1 Case Study
12.​1.​1 Organogram and the Role of a Chief Social Media Officer
12.​1.​2 Determining, Monitoring, and Evaluating External Social Media Strategies
12.​1.​3 Determining, Monitoring, and Evaluating Internal Social Media Strategies
12.​1.​4 Other Topics
12.​2 Social Media Bloopers and Lessons Learned
12.​2.​1 Example:​ Monitoring and Support Are Important
12.​2.​2 Example:​ Anticipate Opposite Behavior
12.​2.​3 Example:​ Do Not Insult Customers
12.​2.​4 Example:​ Charity Is a Highly Sensitive Issue
12.​3 Assignment
12.​3.​1 Advice on Social Media Use for B2C
12.​3.​2 Advice on Social Media Use for B2B
12.​4 Self-Test
Bibliography
Index