Social Media Management Handbook: Value Chains and Business Models in a Changing Media Market

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Digitization and Web 2.0 bring about continuous changes from traditional media management to new strategies, operations and regulatory management options. Social media management has become the agenda for every media company and requires a new set of digital product and communications expertise. At the same time, social media has become a vibrant research field for media economists and media management researchers. In this handbook, international experts provide a comprehensive overview of the latest developments in social media research and management and align classical media management with social media. These articles discuss new theoretical approaches and empirical findings and applications, yielding interesting overviews of interdisciplinary and international approaches. The main parts of this book describe the forms and content of social media; influence and users; and social media management; and the new value chain of social media. The book will be a valuable reference for researchers, students, and professionals working in the media and public relations work.

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Orignal From: Social Media Management Handbook: Value Chains and Business Models in a Changing Media Market