Handbook of Social Media Management : Value Chain and Business Models in Changing Media Markets
| Year of publication: |
2013
|
|---|---|
| Authors: | Friedrichsen, Mike |
| Other Persons: | Mühl-Benninghaus, Wolfgang (contributor) |
| Publisher: |
Dordrecht : Springer |
| Subject: | Geschäftsmodell | Business model | Betriebliche Wertschöpfung | Value creation | Social Web | Social web | Online-Marketing | Internet marketing | Mediensektor | Media industries |
| Extent: | Online-Ressource (1177 p) |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Description based upon print version of record Contents; Part I: Introduction; The Social Media Management Chain, How Social Media Influences Traditional Media; 1 Focus of the Book; 2 Main Parts of the Book; Part II: Management with Social Media; Traditional Media Companies in the U.S. and Social Media: What´s the Strategy?; 1 The Challenge of Integrating Social Media; 1.1 Walt Disney Company; 1.2 News Corporation; 1.3 Viacom; 1.4 Time Warner; 1.5 Columbia Broadcasting System (CBS); 1.6 The New York Times Company; 1.7 Gannet, Inc; 1.8 Cumulus; 1.9 Belo Corporation; 2 Monetizing Social Media; 3 Are New Business Model Emerging?; References Social Media in Companies. Integrated Approach for a Social Media Strategy1 Introduction; 2 Social Networks; 2.1 Social Network Analysis; 2.2 Information Exchange in Social Networks; 3 Relationship Marketing; 3.1 Customer Loyalty; 3.2 Six-Market Model; 3.3 Relationship Management Chain; 3.3.1 Management of External Markets; 3.3.2 Management of Internal Markets; 3.3.3 Definition of Value Proposition; 3.3.4 Segmentation, Targeting and Positioning; 3.3.5 Operations and Delivery Process; 3.3.6 Generated Customer Satisfaction; 3.3.7 Measurement and Feedback 3.4 Relationship Economics in e-Businesses4 Social Media; 5 Development of a Paradigm for Social Media in Business; 5.1 Identification of Conversations; 5.1.1 Recruitment Markets; 5.1.2 Internal Markets; 5.1.3 Supplier and Alliance Markets; 5.1.4 Influence Markets; 5.1.5 Referral Markets; 5.1.6 Customer Markets; 5.2 Operationalization of the Social Management Chain; 5.2.1 Management of Internal Markets; 5.2.2 Management of External Markets; 5.2.3 Definition of Value Proposition; 5.2.4 Segmentation, Targeting and Positioning; 5.2.5 Operations and Delivery Process 5.2.6 Measurement and Feedback5.2.7 Integration in Information Systems; References; Some Economics of New Media Content Production and Consumption, and Strategic Implication for Media Companies; References; How (Social) Media Can Change ``Change´´ in Organizations; 1 Introduction; 2 ``The Past´´: Internal Change Communication and Its Classic Online Tools; 2.1 General Problems of Change Communication Between the Conflicting Priorities of Overall Management and Communication Professionals; 2.2 Analysis of ``Classic´´ Internal Online Communication in 2005: The Example of Deutsche Lufthansa AG 3 ``The Present´´: First Steps Within Social Media As a New Tool of Change Communication3.1 General Acceptance of Social Media for Internal Communication in Academic and Practitioners´ Literature; 3.2 Analysis of Internal Social Media Use in 2011: The Examples of Deutsche Lufthansa AG and the German Ministry of Foreign Affairs; 4 ``The Future´´: What the Real Impact of Social Media Could Be on Change Communication; 4.1 General Reflections on the Context of Social Media and Leadership in Change Situations 4.2 Analysis of the Possible Acceptance of Social Media as a Tool of Internal Change Communication in 2015/16: The Example of the German Ministry of Foreign Affairs |
| ISBN: | 978-3-642-28896-8 ; 978-3-642-28897-5 ; 978-3-642-28896-8 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014275567