Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Schoja, Viktoria
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Place of publication not identified] : Diplomica Verlag GmbH : Anchor Academic Publishing, 2016.
Temas:
Marketing > Social aspects.
Internet marketing > Social aspects.
Social media.
Social Media
Marketing > Aspect social.
Marketing sur Internet > Aspect social.
Médias sociaux.
social media.
SOCIAL SCIENCE > Essays.
SOCIAL SCIENCE > Reference.
Marketing > Social aspects
Social media
Acceso en línea:Texto completo

MARC

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505 0 |a Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement; Acknowledgements; Table of contents; List of Figures; List of Abbreviations; Abstract; 1. Introduction; 1.1 Social Media phenomenon; 1.2 Problem Statement; 1.3 Purpose; 1.4 Structure; 2. Social Media and Marketing; 2.1 Social Media; 2.1.1 Definition; 2.1.2 Users; 2.1.3 Channels; 2.1.4 Communication; 2.2 Social Media Marketing; 2.2.1 Definition; 2.2.2 Traditional versus Social; 2.2.3 Marketingmix; 2.2.4 Strategies, Tactics, Practice; 2.2.5 Performance Measurement; 2.2.6 Monitoring. 
505 8 |a 3 Social Media Channels3.1 Social Networks; 3.1.1 Facebook; 3.1.2 Google+; 3.1.3 Snapchat; 3.2 Professional Networks; 3.2.1 XING; 3.2.2 LinkedIn; 3.3 Blogging & Micro Blogging; 3.3.1 Weblogs; 3.3.2 Micro Blogging Twitter; 3.4 Content communities; 3.4.1 YouTube -- Video Sharing; 3.4.2 SlideShare -- Presentation Sharing; 4. The Benefits and Challenges of Social Media; 4.1 Brand awareness and customer acquisition; 4.2 Customer Relation Management; 4.3 Public Relations and Human Resources; 5. Limitations and risks of Social Media Marketing; 6. Conclusion & Outlook; References; Appendix. 
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