Social media management: a new handbook

27 settembre 2013


In the media studies, the emergence of social media is a relatively new topic. Even more rare is the analysis of a management and economic perspective of social media. A new ponderous handbook (850 pages) covers now this gap offering a rich and sofisticated approaches to the social media management. In particular, the focus is in the value chain and the business models supporting the social media environments and outlets. As the authors state “Social media has existed in various forms for several decades, but came into mainstream notoriety in the first decade of the twenty-first centurywith the debut of a number of sites (e.g. Facebook,LinkedIn,YouTube, etc.) that soared in popularity and access. While still in its infancy, social media is impacting the way individuals communicate with one another and creating disruption across the media industries. Social media has taken on greater importance by capturing the attention and interest of consumers, marketers, advertisers, and businesses. While the number of socialmedia users changes literally by the hour, it is clear millions of people are using social media around the world. The wide adoption of social media has created more confusion and challenges for the media industries, as social media has become yet another platform to engage and interact with consumers. Media companies do not have a choice; they must now include social media as part of their overall digital strategy. But what exactly is the strategy in adopting and utilizing social media?” (Mike Friedrichsen and Wolfgang Muhl-Benninghaus, “Handbook of Social Media Management. Value Chain and Business Models in Changing Media Markets”, Springer, 2013).

Here the link to the Table of Contents