Introduces the reader to the essentials of social media Pursues a comprehensive approach to social media, viewing it from an organizational perspective Combines academic insights and practical tips and tricks This undergraduate textbook adopts the perspective of organizations – not individuals – and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach, embracing IT, marketing, HR, and many other fields. Readers will benefit from a comprehensive selection of current topics, including tools, tactics, and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues.
