Handbook of Social Media Management: Value Chain and Business Models in Changing Media Markets (Media Business and Innovation)

"Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book's main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations"--Provided by publisher Front Matter....Pages i-ix Front Matter....Pages 1-1 The Social Media Management Chain, How Social Media Influences Traditional Media....Pages 3-6 Front Matter....Pages 7-7 Traditional Media Companies in the U.S. and Social Media: What’s the Strategy?....Pages 9-24 Social Media in Companies. Integrated Approach for a Social Media Strategy....Pages 25-47 Some Economics of New Media Content Production and Consumption, and Strategic Implication for Media Companies....Pages 49-58 How (Social) Media Can Change “Change” in Organizations....Pages 59-72 Employees’ Conceptions of How Management Can Operationalize Employee Involvement....Pages 73-86 Book Industry Business, Concentration, Internet and Social Media of Management and Marketing....Pages 87-123 New Venture Creation in Social Media Platform; Towards a Framework for Media Entrepreneurship....Pages 125-142 New Marketing Communication in Social Media Business....Pages 143-160 Social Networks as Marketing Tools for Media Companies....Pages 161-178 Managing New(s) Conversations: The Role of Social Media in News Provision and Participation....Pages 179-200 Social Media: Managerial and Economic Opportunities and Challenges....Pages 201-216 Front Matter....Pages 217-217 Social Media, Aggregation and the Refashioning of Media Business Models....Pages 219-238 How Media Companies Should Create Value: Innovation Centered Business Models and Dynamic Capabilities....Pages 239-251 Media Management and Social Media Business: New Forms of Value Creation in the Context of Increasingly Interconnected Media Applications....Pages 253-267 Managing Social Media Value Networks: From Publisher (Broadcast) to User-Centric (Broadband-Narrowcast) Business Models....Pages 269-288 Two Faces of Growth: Linking Customer Engagement to Revenue Streams....Pages 289-310 Keys to Monetize Social Media in the Audiovisual Business....Pages 311-325 Digital Hollywood: How Internet and Social Media Are Changing the Movie Business....Pages 327-347 Distributing Audiovisual Contents in the New Digital Scenario: Multiplatform Strategies of the Main Spanish TV Networks....Pages 349-373 Front Matter....Pages 217-217 Facebook: A Business Perspective on the Power of Intelligent Networking and Social Media....Pages 375-389 Multimedia Strategies for FM Radio Stations in Moscow....Pages 391-404 Social Media in Russia: Its Features and Business Models....Pages 405-415 China’s Media Industry: Landscape and Development....Pages 417-427 Front Matter....Pages 429-429 Social Media Strategies and Practices of Integrated Media Companies....Pages 431-442 “Telekom hilft”: Customer Service in the Social Web....Pages 443-454 Online Radio: A Social Media Business?....Pages 455-475 Platform Leadership in Online Broadcasting Markets....Pages 477-491 Ad Addressability and Personalized Content in IPTV Markets....Pages 493-511 The Social Media War: Is Google+ the David to Facebook’s Goliath?....Pages 513-531 Applications for the Media Sector to Leverage Content in Social Networks....Pages 533-547 Star Management of Talent Agencies and Social Media in Korea....Pages 549-564 Predicting the Future of Investor Sentiment with Social Media in Stock Exchange Investments: A Basic Framework for the DAX Performance Index....Pages 565-589 Branding with Social Media at RTS....Pages 591-602 Social Television, Creative Collaboration and Television Production: The Case of the BBC’s ‘The Virtual Revolution’....Pages 603-618 Evolution of Strategy and Commercial Relationships for Social Media Platforms: The Case of YouTube....Pages 619-632 Front Matter....Pages 633-633 Social Media and New Audiences as a New Challenge for Traditional and New Media Industries....Pages 635-655 Towards a Typology of Strategies for User Involvement....Pages 657-670 Social Media Monitoring Tools as Instruments of Strategic Issues Management....Pages 671-687 Social Networks: The Question on Efficiency Remains....Pages 689-701 Front Matter....Pages 633-633 How to Engage the Audience? A Study on Using Twitter to Engage Newspaper Readers....Pages 703-713 Blogs and Social Media: The New Word of Mouth and its Impact on the Reputation of Banks and on their Profitability....Pages 715-735 Social Networks and Media Brands: Exploring the Effect of Media Brands’ Perceived Social Network Usage on Audience Relationship....Pages 737-749 Social Media Involvement Among College Students and General Population: Implications to Media Management....Pages 751-773 Customer Integration and Web Interactivity. A Literature Review and Analysis of the Role of Transaction Costs in Building Value Webs....Pages 775-794 All Businesses are Media Business: The Impact of Social Media on the Healthcare Market....Pages 795-803 The Impact of Facebook on News Consumption....Pages 805-817 The Usage and Advertising Effects of Social Media in China....Pages 819-832 Front Matter....Pages 833-833 What Social Media Are Doing and Where They Are Taking Us....Pages 835-841 Back Matter....Pages 843-880