000 03161cam a2200493 i 4500
001 9781351108072
003 FlBoTFG
005 20220509193047.0
006 m o d
007 cr cnu---unuuu
008 190220s2020 nyua ob 001 0 eng
040 _aOCoLC-P
_beng
_erda
_cOCoLC-P
020 _a9781351108072
_qelectronic book
020 _a1351108077
_qelectronic book
020 _a9781351108058
_qelectronic book
020 _a1351108050
_qelectronic book
020 _a9781351108065
_qelectronic book
020 _a1351108069
_qelectronic book
020 _a9781351108041
_qelectronic book
_qMobipocket
020 _a1351108042
_qelectronic book
_qMobipocket
020 _z9780815363903
_qhardcover
035 _a(OCoLC)1088601699
035 _a(OCoLC-P)1088601699
050 1 4 _aHM742
_b.L57 2020
072 7 _aSOC
_x052000
_2bisacsh
072 7 _aJFD
_2bicssc
082 0 0 _a302.23
_223
100 1 _aLipschultz, Jeremy Harris,
_d1958-
_eauthor.
245 1 0 _aSocial media measurement and management :
_bentrepreneurial digital analytics /
_cJeremy Harris Lipschultz.
264 1 _aNew York, NY :
_bRoutledge,
_c2020.
300 _a1 online resource (xxiii, 319 pages)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
520 _aThis new textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication. The book expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. A perfect primer for this developing industry, Social Media Measurement: Entrepreneurial Digital Analytics is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of tools and resources. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from key industry thought leaders.
588 _aOCLC-licensed vendor bibliographic record.
650 0 _aOnline social networks
_xResearch.
650 0 _aSocial media.
650 0 _aDyadic analysis (Social sciences)
650 0 _aSocial sciences
_xNetwork analysis.
650 0 _aMarketing research.
650 7 _aSOCIAL SCIENCE / Media Studies
_2bisacsh
856 4 0 _3Taylor & Francis
_uhttps://www.taylorfrancis.com/books/9781351108072
856 4 2 _3OCLC metadata license agreement
_uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999 _c129095
_d129095