Fenton, Alex, Mohamad, Mostafa and Jones, Ashley (2020) Social Media. In: Digital and Social Media Marketing: A Results-Driven Approach. Digital Transformation . Routledge, London. ISBN 9780367236021
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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.
| Item Type: | Book Section |
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| Uncontrolled Keywords: | Social Media, E-Reputation Systems, Social Media Analytics |
| Subjects: | G400 Computer Science G500 Information Systems G900 Others in Mathematical and Computing Sciences |
| Department: | Faculties > Business and Law > Newcastle Business School |
| Depositing User: | Rachel Branson |
| Date Deposited: | 02 Jun 2020 08:35 |
| Last Modified: | 31 Jul 2021 17:46 |
| URI: | http://nrl.northumbria.ac.uk/id/eprint/43301 |
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