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Social media initiatives, when effectively used and correctly monetized, can engage customers better and provide higher ROI rates than traditional marketing and sales initiatives. This book presents a selection of monetization strategies that can help companies benefit from social media initiatives and overcome the current challenges in connection with generating and growing revenues. Using cases and examples covering several social media platforms, the authors describe a variety of strategies and holistic solutions for companies. In addition, the book highlights the latest social media innovations, best business practices, successful monetization cases, and strategic trends in future social media monetization.
Top executives need to read this book to have a big picture of corporate-wide "social strategy," form a "social mindset," and infuse a "social gene" into their company's culture, strategy, and business processes. Armed with these social elements, companies can gain confidence, effectively introduce social media tools, and invest in major social media initiatives. Due to changing consumer behavior, social media is also ideal for building and sustaining quality relationships with customers - which is why it is becoming an indispensable element in today's business.
Inhaltsverzeichnis
Part I: An Introduction to Social Media Monetization.- 1. Introduction.- Part II: A Strategic Framework for Social Media Monetization.- 2. How Companies Can Exploit the Commercial Value of Social Media Through Advertising.- 3. How Companies Can Use Social Media for Social Selling.- 4. How Social Media Profits from Advertising and Social Commerce.- 5. How Social Media Can Monetize by Offering Premium Service or Content.- Part III: Know-how for Companies to Monetize Social Media.- 6. Monetization Process for Companies.- 7. Social Media Strategy Design.- 8. Optimizing the Use of Four Major Social Media Platforms.- 9. Cases and Analyses of Companies Leveraging Social Media.- Part IV: Knowhow for Social Media Companies to Garner Maximal Revenue.- 10. Monetization Strategy Implementation for Social Media Companies.- 11. Business Model Design for Social Media Companies.- 12. Information System and Structure Design for Social Media Monetization.- 13. Social Media Monetization and Demonetization: Risks, Challenges, and Potential Solutions.- 14. Cases and Analyses of Social Media Companies.- Part V: Buried Treasure in the Roadmap Towards Monetization.- 15. New Technologies to Enhance Money-Making Potential.
Über den Autor / die Autorin
Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.
Yangchun Li is a lecturer in Business Administration at the School of Management, Zhejiang University of Technology (China).
Susan M. Young is Associate Professor of Accounting and Taxation at Gabelli School of Business, Fordham University (New York, USA). Professor Young has previously held positions at Emory University, Baruch College of the City University of New York and is an adjunct faculty member at Columbia University (New York, USA).
