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Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified] :
Diplomica Verlag GmbH : Anchor Academic Publishing,
2016.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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.