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Social media refers to a set of computer-mediated interactive technologies that allow the sharing and creation of ideas, information and other forms of expression, with the aid of social networks and virtual communities. Social media services are interactive Web 2.0 applications that use Internet technology. The social network revolution led to the emergence of networking sites. Some popular social networking sites include Facebook, Twitter, Instagram, Snapchat, etc. Modern youth spend a major share of their time on social networks. This is due to the widespread use of smartphones. User-generated content such as digital photos, videos, text posts and comments, and the data generated is the mainstay of social media. Social media tools are used for communication, marketing and sales promotion, relationship development and organizational development, e-commerce, etc. Social media also allows a business to connect with its customers, increase awareness about the brand, and boost sales and leads. This textbook provides comprehensive insights into the field of social media management. It aims to shed light on some of the unexplored aspects of social media management. It will serve as a reference to a broad spectrum of readers.
