Social media monetization : platforms, strategic models and critical success factors / / Francisco J. Martínez-López, Yangchun Li, and Susan M. Young

• Autore: Martínez-López Francisco J. <1960->
• Pubblicazione: Cham, Switzerland : , : Springer International Publishing, , [2022]; ©2022
• Descrizione fisica: 1 online resource (242 pages)
• Disciplina: 302.231
• Soggetto topico: Social media - Economic aspects; Social media - Marketing
• Persona (resp. second.): LiYangchun; YoungSusan M.
• Nota di contenuto: Intro -- Preface -- Contents -- About the Authors -- Part I: An Introduction to Social Media Monetization -- 1: Introduction -- 1.1 The Business Value of Social Media -- 1.2 Challenges and Problems that Firms Need to Consider in Social Media Monetization -- 1.3 The Importance and Necessity of Studying Social Media Monetization -- References -- Part II: A Strategic Framework for Social Media Monetization -- 2: How Companies Can Exploit the Commercial Value of Social Media Through Advertising -- 2.1 Social Media Advertising: What It Is and Why It Is Important -- 2.2 Push-Based Social Advertising -- 2.3 Pull-Based Social Advertising -- 2.4 A Combined Use of Push- and Pull-Based Social Advertising -- References -- 3: How Companies Can Use Social Media for Social Selling -- 3.1 Social Selling: What It Is and Why It Is Important -- 3.2 Critical Success Factors of Social Selling -- 3.3 Key Activities in Social Selling: How to Convert ``Social´´ into ``Sales´´ -- 3.3.1 Social Media Lead Generation -- 3.3.2 Managing Customer-Related Social Media Data and Information -- 3.3.3 ``Friending´´ and Networking Customers -- 3.3.4 Achieving Sales -- References -- 4: How Social Media Profits from Advertising and Social Commerce -- 4.1 Advertising as a Major Revenue Source for Social Media -- 4.2 Social Commerce and the Online Marketplace -- 4.3 Digital Business Solutions -- 4.4 Livestreaming -- References -- Untitled -- 5: How Social Media Can Monetize by Offering Premium Service or Content -- 5.1 Premium Service -- 5.2 Ad-Free as a Premium Feature -- 5.3 Premium Social Media Content -- 5.4 Premium Digital Items or User Privileges -- 5.5 Managing Multiple Monetization Models -- 5.6 Social Media Platforms Monetizing via Premium Service or Content -- References -- Part III: Know-how for Companies to Monetize Social Media -- 6: Monetization Process for Companies. ; 6.1 Market Research -- 6.2 Social Media Strategy Formulation -- 6.3 Social Media Listening and Social Media Intelligence -- 6.4 Influencer Marketing -- 6.5 Performance Assessment and Reporting -- 6.6 Community Management and Customer Care -- References -- 7: Social Media Strategy Design -- 7.1 Strategy Design Overview -- 7.2 Strategy Design for Social Media -- 7.2.1 Strategic Focus -- 7.2.2 Social Media Channels -- 7.2.3 Content -- 7.2.3.1 How to Use User-Generated Content for Business -- 7.2.3.2 How to Design and Launch Social Media Campaigns for Business -- A Combined Use of Celebrities, Social Ads, and Targeting Techniques -- Cultivate Social Value for More Repeat Purchases -- Go Beyond Paid Advertising to Focus on Creating Relevant Social Media Content and Influencer Marketing -- 7.2.4 Organizational Design for Social Media Monetization -- 7.2.5 Metrics for Strategy Assessment -- References -- 8: Optimizing the Use of Four Major Social Media Platforms -- 8.1 Facebook -- 8.1.1 Facebook´s Algorithm on Promoting and Demoting Posts and How to Increase the Visibility of Posts -- 8.1.2 Facebook Advertising -- 8.1.2.1 Set Campaign Objectives for Facebook Ads -- 8.1.2.2 Understand Facebook´s Ad Targeting Strategy and Define the Target Audience -- 8.1.2.3 Set Ad Placements on Facebook -- 8.1.2.4 Set Ad Budgets and Schedule on Facebook -- 8.1.2.5 Define Ad Formats, Insert Ad Content, and Launch Facebook Campaigns -- 8.2 Instagram -- 8.2.1 Instagram´s Most Important Updates for Social Commerce -- 8.2.2 Instagram Stories -- 8.2.3 Instagram Live Shopping -- 8.3 WeChat -- 8.3.1 The Business Value in Chinese Markets -- 8.3.2 Using WeChat for Business -- 8.4 Pinterest -- 8.4.1 Key Terms in Pinterest Marketing -- 8.4.2 Tips to Improve Pinterest Marketing -- References -- 9: Cases and Analyses of Companies Leveraging Social Media -- 9.1 Nike -- 9.2 Adidas. ; 9.3 Estée Lauder -- 9.4 L´Oréal -- 9.5 Zara -- 9.6 Coca-Cola -- 9.7 Hyatt -- 9.8 Amazon -- 9.9 Pinduoduo -- 9.10 Managerial Implications -- References -- Part IV: Knowhow for Social Media Companies to Garner Maximal Revenue -- 10: Monetization Strategy Implementation for Social Media Companies -- 10.1 Critical Success Factors of Social Media Monetization -- 10.1.1 User Acquisition -- 10.1.2 User Retention -- 10.2 Strategies for Monetization -- 10.2.1 Advertising Strategy -- 10.2.2 Social Commerce Strategy -- References -- 11: Business Model Design for Social Media Companies -- 11.1 The Social Business: A PESTLE Analysis -- 11.2 Business Model Design -- 11.3 Business Modeling for Core Businesses -- 11.3.1 Advertising Business Modeling -- 11.3.2 Social Commerce Business Modeling -- 11.3.3 Hybrid Business Modeling -- References -- 12: Information System and Structure Design for Social Media Monetization -- 12.1 Structure and System Design for Social Advertising -- 12.2 Design Goals -- 12.3 Social Media Content -- 12.4 Social Media Profile and Social Media Connection -- 12.5 Social Media Community -- 12.6 Social Commerce Features in Social Media -- 12.7 Structure and System Design for Gamification -- References -- 13: Social Media Monetization and Demonetization: Risks, Challenges, and Potential Solutions -- 13.1 Risks in Social Media Monetization -- 13.2 Risks in Social Media Demonetization -- 13.3 Challenges in Social Media Monetization and Demonetization -- 13.3.1 Free Speech and Content Moderation -- 13.3.2 Goals in Conflict -- 13.3.3 The De Facto Algorithm and the Algorithm Imaginary -- 13.4 Building Accountability for Social Media Monetization and Demonetization -- 13.4.1 Overview of the Accountability Framework for Social Media Monetization and Demonetization -- 13.4.1.1 Actor -- 13.4.1.2 Forum -- 13.4.1.3 Accountability Relationships. ; 13.4.1.4 The Account of Social Media Monetization and Demonetization Activities -- 13.4.1.5 Consequences -- 13.4.2 Strategies -- 13.4.2.1 Building a Fair and Ethical Algorithm -- 13.4.2.2 The Combination of Human Intelligence and Machine Intelligence -- 13.4.2.3 Self-governance, External Governance, and Co-governance -- 13.4.2.4 Capturing Social Value for Sustainable Monetization -- 13.5 Concluding Remarks -- References -- 14: Cases and Analyses of Social Media Companies -- 14.1 Facebook -- 14.1.1 Facebook´s Monetization Strategy -- 14.1.2 Facebook´s Business Model -- 14.1.3 Managerial Implications from Facebook´s Success -- 14.2 WeChat -- 14.2.1 WeChat´s Monetization Strategy -- 14.2.2 WeChat Business Model -- 14.2.3 Managerial Implications from WeChat´s Success -- References -- Part V: Buried Treasure in the Roadmap Towards Monetization -- 15: New Technologies to Enhance Money-Making Potential -- 15.1 Social Media and Artificial Intelligence (AI) -- 15.1.1 Social Media Analytics Enabled by AI -- 15.1.2 Social Media Bots -- 15.1.3 Social Media and Smart Devices -- 15.2 Social Media and AR/VR -- 15.3 Social Media and Blockchain -- 15.4 Social Media and Finance -- 15.5 Enterprise Social Media -- 15.6 Social Media Monetization in the Future -- References.
• Titolo autorizzato: Social media monetization
• ISBN: 3-031-14575-5
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910595047203321
• Lo trovi qui: Univ. Federico II
• Serie: Future of business and finance.