Basic concepts and practices of social media management are explained to introduce the reader to the essentials of social media. This chapter introduces the role of the internet and especially social media in today's economy.
Introduction to the Internet
What Happens on the Internet?
For example, regarding a person's career, what if a (current or future) employer can see personal photos of employees or candidates on social media. Nevertheless, the amounts per minute are astonishing and give an indication of the increasing use of the Internet and social media.
Could You Live Without the Internet?
Another option to the questions above relates to more innovative technologies or trends in IT and social media. If so, then studying computer science or IT management and working in the IT sector might be for you.
Introduction to Social Media
In particular, websites can apply social media through social actions and business actions. Following the above, we can expect that social media will remain in the future rather than disappearing completely.
Social Media as a Multidisciplinary Approach
How we can use social media to create a special community to explain and discuss accounting and taxation related issues and regulations. How social media data can be used to predict the risk of an investment, loan or insurance.
Learning Objectives of this Book
Therefore, an organization can use search engine optimization (see Chapter 6) to help Internet users find the company's web pages. Finally, ideas collected from the crowd can also be sponsored using crowdfunding based on early promotion and public discussion (see ch.10).
Overview of the Book Chapters
Additionally, the chapter explains how the MarCom and/or IT department typically conducts proper social media monitoring and analytics. Chapter 10 shows how social media can help organizations raise money from the crowd, and finally addresses the finance department.
Takeaways
An example to illustrate the multidisciplinary approach of social media involves monitoring complaints on social media and webcare (i.e. IT department) for customer support (i.e. after-sales department), which insights can be used in future marketing efforts (i.e. marketing activities). department) and/or to improve products or services accordingly (i.e. R&D and the operations department). Collaboration between organizations can also be facilitated in connected networks or partnerships, allowing organizations to specialize.
Self-Test
Before we discuss the interdisciplinary approach of social media in subsequent chapters, this chapter provides the reader with a common understanding. By discussing different characteristics of social media, the reader gets an idea of which social media types are best suited for which purposes or business goals.
Defining Social Media
The Concept of Web 2.0
Today, the literature is starting to talk about the upcoming Web 3.0 and Web 4.0 as future ways of using the Internet and social media (Aghaei et al.2012). Furthermore, the traditional marketing funnel, called AIDA, can be translated into the functionalities of Web 2.0 and social media tools (Table 2.1).
The Concept of User-Generated Content
The above comments should be considered when looking for a general definition of social media.
The Concept of Social Media
Social Media Types and Tools
- Social Communities
- Text Publishing Tools
- Microblogging Tools
- Photo Publishing Tools
- Audio Publishing Tools
- Video Publishing Tools
- Social Gaming Tools
- Really Simple Syndication
- Other Social Media Types
Other types of social media that can be used are (1) live casting tools, (2) virtual world tools, (3) mobile social media tools, (4) productivity tools, and (5) aggregators. Examples of social media tools with virtual worlds are Second Life™ (http://secondlife.com/) and Kaneva™ (http://www.kaneva.com/).
Social Media Purposes
It seems that some organizations go too far (perhaps too far) in promoting their social media pages. An example of using social media for communication is the "Will it Blend" series of YouTube™ videos to promote a blender (http://www.youtube. com/watch?v¼qg1ckCkm8YI).
Takeaways
Another example of how a social media tool can make money is by promoting posts and selling space for online ads (see ch.4).
Self-Test
Guest lecture by Len Lemeire in the course Creating Value Using Social Media at Ghent University, October 2012]. In addition to the MarCom department, other organizational departments are typically involved in defining and evaluating social media strategies.
Introduction to a Social Media Strategy
Social media can help achieve some (but not necessarily all) of the business goals in these four categories. The following sections discuss the various aspects of determining and evaluating a social media strategy.
Determining a Social Media Strategy
This social media initiative can involve various tactics (which are investments, methods or specific actions). And finally an "optimized" use of social media with social media efforts tied to the organization's goals and mission statement.
Monitoring and Evaluating a Social Media Strategy
Monitoring Web Analytics and Social Media
Qualitative metrics (eg, the tone of social media posts or the level of customer engagement) are more difficult to measure than quantitative metrics (eg, the number of “likes”, “shares” or comments). Some social media tools also offer a tracking tool with anonymous data (eg the number of people who have shared Facebook™ posts, Tweets or YouTube™ videos).
Monitoring Business Outcomes and ROI
In addition, Social Media Today (2011) reports on various formulas to specifically calculate a so-called social media ROI. Consequently, even if a "social media ROI" calculator gives a positive value, the traditional ROI may still be negative.
Takeaways
Self-Test
Guest lecture by Philippe Borremans in the course Creating Value Using Social Media at Ghent University, December 2013]. Guest lecture by Cedric Royer in the course Creating Value Using Social Media at Ghent University, December 2012].
Online Advertising
- Introduction to Online Advertising
- Defining Online Advertising
- Pricing Models for Online Advertising
- Starting Online Advertising
- Monitoring Online Advertising
- Legislation Related to Online Advertising
- Challenges for Online Advertising
For example, Chakravarti et al. 2006) distinguish pre-review information (ie, ad position) from post-review information (ie, content). To comply with EU cookie legislation, websites or certain webpages may display a message such as “This website/part of the page uses cookies to offer you a better browsing experience.
Viral Campaigns
- Introduction to Viral Campaigns
- Defining Viral Campaigns
- Success Stories of Viral Campaigns
- Tips and Tricks for Viral Campaigns
To get more email accounts, Hotmail™ automatically added a short message to the bottom of every outgoing email: "PS: Get your free, private email from Hotmail™ at http://www.hotmail.com". The message was an invitation for the mail recipient to also join Hotmail™. For example, when someone asked, "Do you like hamburgers," the chicken rubbed its belly.
Takeaways
For example, humor or the concept of 'funny' differs greatly between groups of people (for example, a Muslim cartoon can be considered funny or rather racist). The subsequent chapter on social CRM (Chapter 5) differs from the current chapter in the sense that communication is more requested (i.e. initiated by Internet users, who may be customers, but also potential customers or anyone else) and/or more is proactive. (i.e. without a direct link to turnover or profit).
Self-Test
Stay away from me: Examining determinants of consumer avoidance of personalized advertising. Journal of Advertising. Social CRM is the best example of a multidisciplinary approach to social media, as it involves almost every department in the organization.
Introduction to Social CRM
In summary, social CRM can help an organization identify and respond appropriately to triggers (negative or positive) on the Internet and social media and try to capitalize on them. Thus, the example "United breaks guitars" shows that social CRM has become increasingly important given the growing influence of social media worldwide.
Defining Social CRM
Traditional CRM
Examples show that social CRM puts individual customers first by turning (1) online content into (2) conversations, expanding those conversations into (3) collaborative experiences, and then transforming those experiences into (4) meaningful relationships. To this end, the organization must try to gain insight into public conversations on social media and use the insight gained for continuous improvement.
Social CRM
Social CRM leverages the opportunities of social media to create personal interactions with customers and prospects based on their needs rather than on the organization's rules and working hours (i.e., social CRM occurs whenever and however customers or prospects feel the need to interact). . Considering the central role of the customer in the organization and the interdependence between the organization and its (potential) customers, the social CRM system in Figure 5.4 can also be called a social CRM "ecosystem".
Types of Social CRM
This social CRM type focuses primarily on social sales insight, rapid sales responses, and proactive lead generation to find more prospects (Altimeter Group 2010). This social CRM type focuses primarily on social support insights, rapid service responses, and driving brand advocacy (Altimeter Group2010).
Value Creation by Social CRM
This second perspective is closely related to the multidisciplinary approach of social media and considers the entire value chain within an organization. The purchasing department can use social media to strengthen its B2B relationships, that is, as a customer of the organization's suppliers.
Tips and Tricks for Social CRM
Encourage Internet users to ask questions and respond with advice to demonstrate an organization's expertise (Q&A). For example, an organization might create an online forum or community where people can ask questions (perhaps part of the company's website).
Monitoring Social CRM
Social Media-Based Helpdesks, Contact Centers, or
Nevertheless, a help desk can also help the MarCom (eg for lead generation to find prospects and stimulate their. interest or inquiries about the organization's products or services) or the sales department (eg for direct sales). For example, in the event of a problem with a particular product or service (eg in the "Antennagate" example), the organization's help desk will suddenly receive many complaints.
Social CRM Tools
The following example shows how an organization can tailor its social media content to what fans like at a particular time (see:http://www.youtube.com/watch?v¼0bZy5Q_1f04). Possible social CRM tools within this group are http://www.nimble.com/, http://www.salesforce.com/ and http://www.
Takeaways
The following example shows how a company's community can accelerate innovation and create organization-approved knowledge articles (see: http:// . www.youtube.com/watch?v¼j1ozGiXSpI0). Possible tools of this group of social CRM tools are https://getsatisfaction.com/corp/ and http://www.lithium.com/ or enterprise providers for support communities, e.g. http://www.jivesoftware.com/ .
Self-Test
Retrieved September 2, 2014, from:http://www.Slideshare.net/fred.zimny/chess-media-group-guide-to-social-crm-2010 Deloitte. Retrieved September 4, 2014, from:http://www.Slideshare.net/fhcipriani/how-social-crm-can-help-address-changing-consumer-demands.
Introduction to SEO (or SEM ¼ SEO + SEA)
This chapter especially takes the perspective of the IT department and the engineers to support other departments in the organization (Fig.6.1). SEM combines SEO with SEA to help an organization acquire customers when they are looking for the organization and its products or services.
Defining SEO
Or as Table 6.1 explains, customers must first find the organization's door (eg, the address of a physical store or link to the organization's website), before visiting the organization and purchasing its products or services. The vast majority of search engine clicks (up to 75%) tend to come from organic listings, while a minority of clicks come from online advertising.
Search Engine Results Page
As shown in Fig.6.3, paid ads are followed by natural or organic search results. The ads that appear are likely to be directly or indirectly related to the keywords of the search query.
Indexation Mechanism
SEO penalties can also be used to "punish" the use of "black hat" SEO techniques (or "search engine index spamming"), if detected. Black hat SEO techniques are considered unethical attempts to get higher page rankings or manipulations that violate search engine requirements.
Tips and Tricks for SEO
- Off-Page or On-Site SEO Improvements
- On-Page SEO Improvements
- Off-Site or External SEO Improvements
- SEO Improvements Related to User Experience
For example, data may concern user metrics as previously discussed (eg the bounce rate, the average time spent per visitor, the click-through rate; see also chapters 3 and 4). One example is called "search pogo sticking", i.e. the extent to which an Internet user reaches a website using a search query and returns to the search results to visit another website in the same search query or to refine the search query. and try again.
Takeaways
Therefore, through paid and/or organic efforts, SEM aims to bring more people to an organization's website, blog or other social media sites. Regarding SEO, this chapter provided the reader with an overview of tips and tricks that an organization can implement relatively easily to get their website, blog, or other social media sites higher in the rankings. a search engine for free search results (eg, on search engines such as Google™, Bing™ or Yahoo!™).
Self-Test
2005).Did-it, Enquiro and Eyetools discover Google's golden triangle. 2009).The truth about search engine optimization. Worst Practices in Search Engine Optimization.Communication of the ACM SEO Tips: Optimize for Spelling Mistakes or Not? Retrieved November 27, 2014, from: http://kimberlynichols.ca/blog/seo-tips-optimize-for-misspellings-or-niet/.
Introduction to Opinion Mining and Sentiment Analysis
Similar to the principle of SEO (see Chapter 6), restaurants will then be ranked based on reviews and ratings submitted by Internet users. Take a few moments to reflect on the extent to which you trust online reviews and/or ratings when purchasing a particular product or service.
Defining Opinion Mining and Sentiment Analysis
Definitions
Characteristics
Examples of (subjective) feelings are "I like the color of the device" (positive) or "I really hate the service provided by that organization" (negative). On the other hand, examples of (objective) facts are "the newspaper reported an extraordinary increase in sales for the device" (positive), "I am looking for a good device" (neutral), or "the test showed some technological problems with the device” (negative).
Building a Sentiment Model
Example of a Feature-Based Sentiment Analysis
Explicit (or direct) categorization refers to aspects that are literally mentioned in the text, for example the noun. This information can be used, for example, to track the evolution of similar products over time or to identify trends.
Example of a Sentiment Analysis with Reviews
Let's say the review looks like this: "It was good in Bruges - 3/5 stars." Three stars mean that the assessment is slightly positive (Figure 7.3). However, in this case, Figure 7.4 shows that the adjective “good” is associated with a score of +1.0.
Big Data Challenges to Opinion Mining and Sentiment
For example, the sentence "The activity really sucks" is negative, while the sentence "The vacuum cleaner sucks really well" uses the same verb in a positive way. For example, in the sentence "If I find a good HD TV at the store, I will buy it," the adjective "good" does not refer to something positive (although it usually does).
Takeaways
Self-Test
This chapter covers the second part of our business intelligence discussion and lets the reader learn how organizations can create business value by analyzing social network data. This chapter explains how social networks can be built from social media data and introduces concepts such as peer influence and homophily.
Introduction to Social Network Data
Examples of Social Network Data in Targeted
The following examples introduce social network analytics (and predictive analytics in general) to targeted marketing. However, this type of (direct) targeted marketing and predictive analytics does not make use of social network data, because predictions of a person's future behavior are limited to his/her own past behavior.
Examples of Social Network Data in Other Areas
Credit scoring (for example, to predict which types of customers are resolvable and likely to be able to repay a loan). Healthcare (for example to predict which profiles are more likely to bully or develop a certain disease).
Defining Social Network Data
Social Network Modeling Approaches
Proactive Shipping uses network analytics and data mining technology to predict which products their customers might buy and when. On the other hand, predictive network modeling involves link prediction to understand the dynamic changes in a network structure and to predict which connections will be made in the future.
Definitions
In short, while descriptive network modeling is often used for a causal understanding of a particular phenomenon (e.g., "What do customers typically look like?" or "Why do people walk?"), prescriptive network modeling is more likely to aim at or estimate that phenomenon for future usage (e.g. “Which other/new customers are more likely to churn in the future?”) (Provost and Fawcett2013).
Graph Representation
In this example, the social network consists of three people, namely, Ashley, Emma and Cedric. Each link in Fig.8.10 also has a number that expresses the strength or weight of the relationship.
Social Network Analytics
Examples of Social Network Applications
Customer analytics looks for shared attributes or characteristics to predict which other customers (represented by rows) are also likely to buy the same product in the near future. For example, for customer acquisition reasons, a telecommunications organization might want to answer the following question: “Given that a customer named Axl has purchased a certain telecommunications service, what is the probability that Axl's friends will also purchase the same service ? ” The social network for this example could be a network based on the phone calls made, in which (1) the nodes are represented by customers or prospects, (2) the links are based on phone calls with a minimum duration ( let's say from at least 10 s), and (3) the weights are based on the total of all phone calls made between the nodes.
Examples of Social Media Network Applications
The social network can then be evaluated by verifying how many of the predictions have turned into sales. Since social media can quickly result in an explosion of data, organizations usually only consider direct links (ie, first-degree links, rather than links of links, etc.).
Mining Algorithm
Since half of the seeds bought the product, the basic prediction results in provisional probabilities of 0.5 (that is, the number of buyers - which is 2 - divided by the number of seeds, which. The same calculation can be done again as in iteration previous (i.e., sum of direct neighbors divided by sum of weights), but taking into account predictions from iteration 1.
Triggers for Social Network Data
Trigger 1: Peer Influence
In short, peer influence occurs when people in the same network have attributes (e.g. gadgets) and they are not total strangers to each other. Axl is connected to only one node in the network, which explains why peer influence is less powerful for him.
Trigger 2: Homophily
Peer influence is present in situations related to opinions or rumors, but it can also explain situations related to public health, failures in financial markets, etc. The success of viral campaigns such as the Hotmail™ campaign in the 1990s (see Chapter 4 ) can be explained by peer influence, as e-mail messages are usually sent to people you know.
Peer Influence Versus Homophily
Based on homophily, we can therefore assume that the two men on the right are more likely to influence each other and spontaneously talk to each other in the bar. Although social media tools can provide insight into which users appear to know each other (for example, as connections on Facebook™), the extent to which connections know each other remains uncertain.
Big Data Challenges to Social Network Data
Takeaways
Self-Test
This chapter clarifies how social media can be used by employers to recruit and by employees to be recruited. Furthermore, this chapter reflects on the legal and ethical implications that social media can have on hiring and firing.
Introduction to e-Recruitment
When using social media for e-recruitment, it is important to know which social media tools can be used for which target groups. Additionally, other social media tools can be used for e-recruitment, such as Pinterest™ for creating a resume (eg, bio or CV) with photos.
Organizations and e-Recruitment: How to e-Recruit?
LinkedIn™ and e-Recruitment for Organizations
Other e-Recruitment Tools for Organizations
Although Facebook™ (https://www.facebook.com/) is not a professional network, organizations can have a dedicated Facebook™ page that users can “like”. The microblogging tool Twitter™(https://twitter.com/) can also be used for e-recruitment, especially to reach certain niches (eg journalists or IT professionals; see supra).
Employees and e-Recruitment: How to Get e-Recruited?
LinkedIn™ and e-Recruitment for Employees
Other e-Recruitment Tools for Employees
For example, the terms of service of social media tools may state that even deleted profile pictures can be reused, e.g. for advertising purposes (see Chapter 11 on the ownership of social media content). For example, Twitter™ can be used to keep up to date with certain topics related to a profession (eg for a consultant) or a decent hobby (eg for a hobby chef) rather than private photos Share.
Legislation Related to e-Recruitment
There are countless examples of people getting fired for their mistakes on social media (Business Insider2011; Huffington Post2010; Mashable2011). Finally, employees should consider the consequences of their actions on social media for their future careers.
Takeaways
Self-Test
Introduction to Crowdfunding
Defining Crowdfunding
Origins of Crowdfunding
Crowdfunding Types and Platforms
Type 1: Equity Crowdfunding
Type 2: Debt-Based Crowdfunding
Type 3: Good-Cause Crowdfunding
Type 4: Preorder Crowdfunding
Type 5: Reward-Based Crowdfunding
Crowdfunding Platforms
Tips and Tricks for Crowdfunding
Before a Crowdfunding Project
During a Crowdfunding Project
After a Crowdfunding Project
Legislation Related to Crowdfunding
Takeaways
Self-Test
Introduction to Legal and Ethical Issues in Social Media
Social Media Ethics by Organizations
Social Media Policy and Training
Terms of Service of Social Media Tools
Social Media Ethics by Employees
Do’s and Don’ts for Social Media Use
Digital Afterlife
Privacy and Passwords
Takeaways
Self-Test
Case Study
Organogram and the Role of a Chief Social Media
Determining, Monitoring, and Evaluating External
Determining, Monitoring, and Evaluating Internal
Other Topics
Social Media Bloopers and Lessons Learned
Example: Monitoring and Support Are Important
Example: Anticipate Opposite Behavior
Example: Do Not Insult Customers
Example: Charity Is a Highly Sensitive Issue
Assignment
Advice on Social Media Use for B2C
Advice on Social Media Use for B2B
Self-Test
