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Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions: Case of Vietnam and Sri Lanka
by Rajkishore Nayak Charitha Harshani Perera Long Van NguyenThis book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Social Media Marketing for Book Publishers
by Miriam J. Johnson Helen A. SimpsonProviding a concise toolbox for publishing professionals and students of publishing, this book explores the skills needed to master the key elements of social media marketing and therefore stay relevant in this ever-competitive industry. Taking a hands-on, practical approach, Social Media Marketing for Book Publishers covers topics including researching and identifying actionable insights, developing a strategy, producing content, promotion types, community building, working with influencers, and how to measure success. Pulling from years of industry experience, the authors’ main focus is on adult fiction publishing, but they also address other areas of the industry including children’s, young adult (YA), academic, and non-fiction. The book additionally brings in valuable voices from the wider digital marketing industries, featuring excerpts from interviews with experts across search engine optimisation (SEO), AdWords, social platforms, community management, influencer management, and content strategists. Social Media Marketing for Book Publishers is a key text for any publishing courses covering how to market books, and should find a place on every publishers' bookshelf.
Social Media Marketing in Tourism and Hospitality
by Roberta MinazziThis book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. It offers a combination of theory and practice, with discussion of real-life business experiences. The book is divided into three parts, the first of which provides an overview of recent trends in social media and user-generated content, clarifies concepts that are often used in an overlapping way and examines the "digitization of word of mouth" via online networks. The second part analyzes the impacts that social media can have on traveler behavior for each step in the travel process and also on suppliers, highlighting opportunities, threats and strategies. In the third part of the book, future potential trends deriving from the mobile marketing technologies are explored and possible methods for social monitoring by means of key performance indicators are examined. It is considered how engaging customers and prospects by means of social media might increase customer loyalty, foster electronic word-of-mouth communication, and consequently have important effects on corporate sales and revenues. The discussion encompasses methods to measure company performance on each of the social media in order to understand the optimal mix that will support and improve business strategies.
Social Media Marketing: A Strategic Approach
by Melissa Barker Donald I. Barker Nicholas F. Bormann Krista E. NeherSocial Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals.
Social Media Metrics Secrets
by John LovettInvaluable advice on analyzing and measuring the effects of social mediaDo you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media.Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics.
Social Media Mining
by Reza Zafarani Mohammad Ali Abbasi Huan LiuSocial media shatters the barrier to communicate anytime anywhere for people of all walks of life. The publicly available, virtually free information in social media poses a new challenge to consumers who have to discern whether a piece of information published in social media is reliable. For example, it can be difficult to understand the motivations behind a statement passed from one user to another, without knowing the person who originated the message. Additionally, false information can be propagated through social media, resulting in embarrassment or irreversible damages. Provenance data associated with a social media statement can help dispel rumors, clarify opinions, and confirm facts. However, provenance data about social media statements is not readily available to users today. Currently, providing this data to users requires changing the social media infrastructure or offering subscription services. Taking advantage of social media features, research in this nascent field spearheads the search for a way to provide provenance data to social media users, thus leveraging social media itself by mining it for the provenance data. Searching for provenance data reveals an interesting problem space requiring the development and application of new metrics in order to provide meaningful provenance data to social media users. This lecture reviews the current research on information provenance, explores exciting research opportunities to address pressing needs, and shows how data mining can enable a social media user to make informed judgements about statements published in social media. Table of Contents: Information Provenance in Social Media / Provenance Attributes / Provenance via Network Information / Provenance Data
Social Media Politics: Digital Discord in the 2020 Presidential Election
by John Allen Hendricks Dan SchillSocial media and social networking services are integrated into the American political process and have profoundly influenced political communication and participation. Social media platforms have transformed the political landscape by revolutionizing information dissemination, citizen engagement, and public opinion formation and change. Politicians use social media to communicate directly with voters in an unmediated and unfiltered manner. Comparatively, voters use social media to follow the latest messaging from politicians accompanied by demonstrating their support for particular politicians. This book is a comprehensive examination of the role of digital and social media in the 2020 U.S. presidential election. Political discourse during the 2020 election revealed political disharmony and a deep political division among vast swaths of Americans that was powered, in part, by social media. This book reveals how digital and social media have reshaped power dynamics by altering the relationships among citizens, politicians, and traditional media outlets, the emergence of new influencers, and the impact of online activism on policy agendas.This book, Social Media Politics, includes scholars with varied backgrounds and experience, using both quantitative and qualitative methodologies, from leading research institutions around the nation. Students, scholars, and practitioners will gain new knowledge to more clearly understand the role social media played in the 2020 presidential campaign.
Social Media Retrieval and Mining
by Shuigeng Zhou Zhiang WuThis book constitutes the refereed proceedings of the ADMA 2012 Workshops: The International Workshop on Social Network Analysis and Mining, SNAM 2012, and the International Workshop on Social Media Mining, Retrieval and Recommendation Technologies, SMR 2012, Nanjing, China, in December 2012. The 15 revised full papers presented were carefully reviewed and selected from numerous submissions. The papers are organized in topical sections on networks and graphs processing; social Web; social information diffusion; social image retrieval and visualization.
Social Media Risk and Governance
by Phil MennieFew topics are as pressing to policy makers, business leaders and the risk management community as the secure and compliant management of social media. Social Media Risk and Governance is a practical guide to the components and considerations which make up a good social media governance strategy, spanning both external communications channels such as Facebook, Twitter and LinkedIn, as well as enterprise social networks within an organization. Written by social media risk and governance expert Phil Mennie, Social Media Risk and Governance addresses the concepts professionals in information security, marketing, compliance and risk management need to take into account in their daily practice, guiding us through policy evaluation, planning on social media, information security and fraud risks, how to respond to a crisis or to archive data and more. Featuring examples from companies such as BP, MasterCard, Netflix, PwC, Silk Road UBS and Yelp, the book is designed to promote cross-functional working between professional users of social media, acknowledging the impact of these technologies across the business and the interaction of the various stakeholders when planning new activities to effectively harness the power of social media safely and successfully for their organization.
Social Media Risk and the Law: A Guide for Global Communicators
by Mark Pearson Susan GranthamSocial media has many advantages for professional communication – but it also carries considerable risks, including legal pitfalls. This book equips students and communication professionals with the knowledge and skills to help minimise the risks that can arise when they post or host on social media. It offers them strategies for taking advantage of the opportunities of social media while also navigating the ethical, legal, and organisational risks that can lead to audience outrage, brand damage, expensive litigation and communication crises. The book uses stakeholder theory and risk analysis tools to anticipate, identify, address and balance these opportunities and risks. It takes a global approach to risk and social media law, drawing on fascinating case studies from key international jurisdictions to explain and illustrate the basic principles. Whether you are a corporate communicator, social media manager, journalist, marketer, blogger or student you will find this book an essential addition to your professional library as the first reference point when social media and legal risks arise.
Social Media Storms: Empowering Leadership Beyond Crisis Management
by Pernille Rydén Muhammad Ismail Hossain Efthymia Kottika Vatroslav ŠkareThis fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers. It provides actionable managerial advice on planning for, measuring, and innovatively navigating social media storms. Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. In comparison to the existing literature, the book departs from the classical, but insufficient crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers, and broader societies in the digital age. Social Media Storms: Empowering Leadership Beyond Crisis Management provides advanced undergraduate and postgraduate digital marketing, marketing communications, strategy, and crisis management students with a comprehensive understanding of the social media storm phenomenon and helps marketing and communications professionals to leverage the opportunities that social media storms are bringing.
Social Media Storytelling
by Marie Elisabeth Mueller Devadas RajaramOffering a radical new toolbox for digital storytellers, this key text contains everything today’s media practitioners need to know about conceptualising, editing and producing stories for online platforms and audiences. This book teaches readers practical skills for increasing their reach online, strengthening their personal brand and improving follower counts across the social web, including main platforms such as Twitter, Snapchat, TikTok, Instagram and Facebook. Encouraging a DIY approach, the authors guide readers through various platforms and reveal which are best suited to their users and how to customise stories for different channels. Topics covered include storytelling with smartphones (iOS and Android), storyboarding, framing, sequencing, shooting and editing high-quality content, and evaluating the success of content and campaigns. Contributions from five industry experts expand on privacy, community building and collaboration. The book concludes by looking to the future of social media storytelling, with industry professionals offering predictions for trends to watch out for. Social Media Storytelling is an essential resource for students of mobile and multimedia journalism, digital media and media marketing, as well as for professionals who want to learn how to create compelling content and tell impactful brand stories. The book also features accompanying online exercises.
Social Media Strategy in Policing: From Cultural Intelligence to Community Policing (Security Informatics and Law Enforcement)
by Babak Akhgar Petra Saskia Bayerl George LeventakisThis book addresses conceptual and practical issues pertinent to the creation and realization of social media strategies within law enforcement agencies. The book provides readers with practical methods, frameworks, and structures for understanding social media discourses within the operational remit of police forces and first responders in communities and areas of concern. This title - bridging the gap in social media and policing literature - explores and explains the role social media can play as a communication, investigation, and direct engagement tool. It is authored by a rich mix of global contributors from across the landscape of academia, policing and experts in government policy and private industry. Presents an applied look into social media strategies within law enforcement;Explores the latest developments in social media as it relates to community policing and cultural intelligence; Includes contributions and case studies from global leaders in academia, industry, and government.
Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement
by Julie AthertonSocial Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business.Social Media Strategy delivers practical guidance such as identifying and targeting audience segments, methods of two-way community engagement, reputation management, being present on the right channels, and driving action through influencers. It also identifies the relevant tools and platforms to audit, track and measure business impact and customer engagement. With example templates, interviews and global case studies including National Geographic, TUI, Dreams Beds and Tiny Giant, this professional guide delivers a long-term solution for maximizing social media led business development.
Social Media Strategy: Tools for Professionals and Organizations
by Phillip G. Clampitt"Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management." —Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers.
Social Media Strategy: Tools for Professionals and Organizations
by Phillip G. Clampitt"Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management." —Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers.
Social Media Success for Every Brand: The Five Pillars That Turn Posts into Profits (The StoryBrand Guides)
by Claire Diaz-OrtizBased on Donald Miller&’s bestselling book?Building a StoryBrand, Claire Diaz-Ortiz applies the seven principles of the StoryBrand Framework to help you build an effective, long-lasting social media plan for your brand.Most business owners are blindly guessing at their social media strategy, and it&’s costing them time and money. This book teaches you how to incorporate the StoryBrand 7-Part Framework into their social media channels to increase engagement and see better results.In Social Media Success for Every Brand, you will understand exactly what they need to do with their social media to drive growth to their organization through the practical guidance of the five-point SHARE model:StoryHowAudienceReachExcellenceSocial Media Success for Every Brand does not require you to be familiar with?Building a StoryBrand,?but provides enough foundation to prepare you for practical success with their social media content.Together with the StoryBrand Framework, Claire&’s SHARE model will help boost customer engagement and grow the organization&’s brand awareness and revenues.
Social Media Theory and Communications Practice
by Whitney LehmannFusing the academic with the applied, this book provides a comprehensive introduction to social media for future communications professionals. While most social media texts approach the subject through either a theoretical, scholarly lens or a professional, practical lens, this text offers a much-needed linkage of theory to the practical tactics employed by social media communicators. Concise and conversational chapters break down the basics of both social media theory and practice and are complemented by sidebars written by scholars and industry professionals, chapter summaries and end-of-chapter exercises. This book is ideal for introductory social media courses in communication, public relations and mass communication departments, as well as courses in digital media and public relations. Online resources include social media writing templates, sample posts and content calendar templates. Please visit www.routledge.com/9781032185873.
Social Media Theory and Communications Practice
by Whitney LehmannFusing the academic with the applied, this book provides a comprehensive introduction to social media for future communications professionals.While most social media texts approach the subject through either a theoretical, scholarly lens or a professional, practical lens, this text offers a much-needed linkage of theory to the practical tactics employed by social media communicators. Concise and conversational chapters break down the basics of both social media theory and practice and are complemented by sidebars written by scholars and industry professionals, chapter summaries and end-of-chapter exercises.This book is ideal for introductory social media courses in communication, public relations and mass communication departments, as well as courses in digital media and public relations.Online resources include social media writing templates, sample posts and content calendar templates. Please visit www.routledge.com/9781032185873.
Social Media and Criminal Justice (Routledge Studies in Crime, Culture and Media)
by Nicholas P. Lovrich Xiaochen HuDiscussing social media-related scholarship found in criminology, legal studies, policing, courts, corrections, victimization, and crime prevention, this book presents the current state of our knowledge on the impact of social media and the major sociological frameworks employed to study the U.S. justice system.Building a theoretical framework for the study of social media and criminal justice in each chapter, the chapters provide a systematic reflection of extant research on social media in cybercrime, operations of courts, administration of institutional and community corrections, law enforcement, and crime prevention. The book fills the gap between the contemporary state of knowledge regarding social media and criminal justice with respect to both empirical evidence and types of sociological frameworks being employed to explore and identify the societal costs and benefits of our growing dependence upon social media. In addition to providing an up-to-date overview of our current state of knowledge, this book highlights important areas of future research, wherein the benefits of social media can be expanded and the negative aspects of its broadening use can be minimized.Social Media and Criminal Justice will be of interest to students, scholars and practitioners in the areas of judicial administration, corrections management, law enforcement, and criminal justice-engaged community-based nonprofit organizations involved in court-referred treatment and/or active collaboration with local law enforcement agencies.
Social Media and Crisis Communication
by Lucinda L. Austin Yan JinSocial Media and Crisis Communication provides a unique and timely contribution to the field of crisis communication by addressing how social media are influencing the practice of crisis communication. The book, with a collection of chapters contributed by leading communication researchers, covers the current and emerging interplay of social media and crisis communication, recent theories and frameworks, overviews of dominant research streams, applications in specific crisis areas, and future directions. Both the theoretical and the practical are discussed, providing a volume that appeals to both academic-minded readers as well as professionals at the managerial, decision-making level. The audience includes public relations and corporate communication scholars, graduate students studying social media and crisis communication, researchers, crisis managers working in communication departments, and business leaders who make strategic business communication planning. No other volume has provided the overarching synthesis of information regarding the field of crisis communication and social media that this book contains. Incorporated in this volume is the recent Social-mediated Crisis Communication Model developed by the editors and their co-authors, which serves as a framework for crisis and issues management in a rapidly evolving media landscape.
Social Media and Crisis Communication
by Yan JinThe second edition of this vital text integrates theory, research, and application to orient readers to the latest thinking about the role of social media in crisis communication. Specific crisis arenas such as health, corporate, nonprofit, religious, political, and disaster are examined in depth, along with social media platforms and newer technology. Social Media and Crisis Communication, Second Edition provides a fresh look at the role of visual communication in social media and a more global review of social media and crisis communication literature. With an enhanced focus on the ethics section, a short communication overview piece, and case studies for each area of application, it is practical for use in a variety of learning settings. A must-read for scholars, advanced students, and practitioners who wish to stay on the leading edge of research, this book will appeal to those in public relations, strategic communications, corporate communications, government and NGO communications, and emergency and disaster response.
Social Media and Crisis Communication in the Cruise Industry: Analysing the Effects of the Covid-19 Pandemic (International Series in Advanced Management Studies)
by Ginevra TestaThis academic monograph examines the crisis communication response strategies employed by the cruise industry on social media following the COVID-19 pandemic. Focusing on social media platform X, the author conducted a content analysis of the top three cruise lines' strategies using NVivo software and assessed public sentiment and emotions through comments using KNIME and R software. The findings identify the most effective strategies for generating positive public sentiment and favourable emotions, contributing to faster business recovery. The book enhances Situational Crisis Communication Theory and offers practical guidance for managers to improve crisis resilience in the face of crises of such magnitude and duration. This work uniquely combines corporate and consumer perspectives to assess the effectiveness of crisis communication.
Social Media and Electronic Commerce Law
by Alan DavidsonThe ever-evolving nature of electronic commerce and social media continues to challenge the capacity of the courts to respond to privacy and security violations in 'cyberlaw'. Social Media and Electronic Commerce Law is designed to provide students and legal practitioners with a thorough and engaging exploration of the laws, regulations and grey areas of commerce via online platforms. This new edition has been thoroughly revised to address changes in legislation and recent court judgments, and to reflect the dynamic sphere of social media. New chapters focus on internet and e-commerce law regarding social media, P2P file sharing, Cloud computing and workplace issues, with an emphasis on data security made particularly relevant by the proliferation of hacking incidents. Written in an accessible style, Social Media and Electronic Commerce Law investigates the challenges facing legal practitioners and commercial parties in this dynamic field, as well as the underlying legal theory that governs it.
Social Media and Emerging Economies
by Maria Rosaria Della Peruta Manlio Del Giudice Elias G. CarayannisHow have social media in emerging economies evolved differently from the rest of the world? According to studies and anecdotal evidence, innovations in the use of social media tools occur more frequently in emerging economies than they do in developed markets. The aim of this volume is to show that in emerging regions (such as China, India, and South America) where the participation of stakeholders in the circuit of social media is more active (i. e. , greater frequency of contacts and creativity in the elaboration of contents), organizations not only are involved in a set of exchange relations with other social actors but are also embedded in a network of dynamic relationships. The authors utilize social network analysis to determine how entrepreneurs in emerging economies identify their most beneficial social contacts and use those contacts to leverage the resources needed for their enterprises, revealing new insights on the process of business creation and economic development in the networked age.