Social Media

Alex Fenton; Mostafa Mohamad; Ashley Jones

Social Media

Alex Fenton, Mostafa Mohamad, Ashley Jones

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Abstract

In this chapter you will: 1) understand the dynamics of social media-based communities, their composition and behaviours 2) learn to conduct a social media audit including competitor analysis 3) recognise the importance of a blog as a centre of digital presence development 4) use amplification strategies to develop brand presence explore the concept of social capital and its relationship to brand engagement activities 5) develop tactics for measuring social media based, their quality and quantity.

Original language	English
Title of host publication	Digital and Social Media Marketing
Subtitle of host publication	A Results-Driven Approach
Editors	Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz
Place of Publication	London
Publisher	Taylor & Francis
Chapter	8
Number of pages	24
Edition	2
ISBN (Electronic)	9780429280689
ISBN (Print)	9780367236021
Publication status	Published - 30 Apr 2020
Externally published	Yes

Publication series

Name	Digital Transformation
Publisher	Routledge

Keywords

Social Media
E-Reputation Systems
Social Media Analytics

Access to Document

Chapter8_SocialMediaFinal published version, 1.27 MB

https://www.routledge.com/Digital-and-Social-Media-Marketing-A-Results-Driven-Approach-2nd-Edition/Heinze-Fletcher-Rashid-Cruz/p/book/9780367236021

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Fenton, A., Mohamad, M., & Jones, A. (2020). Social Media. In A. Heinze, G. Fletcher, T. Rashid, & A. Cruz (Eds.), Digital and Social Media Marketing: A Results-Driven Approach (2 ed.). (Digital Transformation). Taylor & Francis. https://www.routledge.com/Digital-and-Social-Media-Marketing-A-Results-Driven-Approach-2nd-Edition/Heinze-Fletcher-Rashid-Cruz/p/book/9780367236021

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Fenton, A, Mohamad, M & Jones, A 2020, Social Media. in A Heinze, G Fletcher, T Rashid & A Cruz (eds), Digital and Social Media Marketing: A Results-Driven Approach. 2 edn, Digital Transformation, Taylor & Francis, London. <https://www.routledge.com/Digital-and-Social-Media-Marketing-A-Results-Driven-Approach-2nd-Edition/Heinze-Fletcher-Rashid-Cruz/p/book/9780367236021>

TY - CHAP

T1 - Social Media

AU - Fenton, Alex

AU - Mohamad, Mostafa

AU - Jones, Ashley

PY - 2020/4/30

Y1 - 2020/4/30

N2 - In this chapter you will: 1) understand the dynamics of social media-based communities, their composition and behaviours 2) learn to conduct a social media audit including competitor analysis 3) recognise the importance of a blog as a centre of digital presence development 4) use amplification strategies to develop brand presence explore the concept of social capital and its relationship to brand engagement activities 5) develop tactics for measuring social media based, their quality and quantity.

AB - In this chapter you will: 1) understand the dynamics of social media-based communities, their composition and behaviours 2) learn to conduct a social media audit including competitor analysis 3) recognise the importance of a blog as a centre of digital presence development 4) use amplification strategies to develop brand presence explore the concept of social capital and its relationship to brand engagement activities 5) develop tactics for measuring social media based, their quality and quantity.

KW - Social Media

KW - E-Reputation Systems

KW - Social Media Analytics

M3 - Chapter

SN - 9780367236021

T3 - Digital Transformation

BT - Digital and Social Media Marketing

A2 - Heinze, Aleksej

A2 - Fletcher, Gordon

A2 - Rashid, Tahir

A2 - Cruz, Ana

PB - Taylor & Francis

CY - London

ER -

Social Media

Abstract

Publication series

Keywords

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