Wendy W. Moe, David A. Schweidel

Social Media Intelligence

• Broschiertes Buch

Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 206
• Erscheinungstermin: 15. März 2019
• Englisch
• Abmessung: 229mm x 152mm x 11mm
• Gewicht: 307g
• ISBN-13: 9781108708029
• ISBN-10: 1108708021
• Artikelnr.: 56894888

Autorenporträt

Wendy W. Moe is an Associate Professor of Marketing and Director of the M.S. in Marketing Analytics at the Robert H. Smith School of Business, University of Maryland. She is a recognized expert in online marketing and social media and has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. She holds a Ph.D., M.A. and B.S. from the Wharton School at the University of Pennsylvania as well as an M.B.A. from Georgetown University, Washington DC. In addition to her academic work, Professor Moe has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of web analytics, social media intelligence and forecasting.

Inhaltsangabe

Part I. Foundations: 1. The beginnings of social media intelligence
2. From politics to new products to sports, everyone has an opinion
Part II. Online Opinion or Online Noise: 3. Why do we share our opinions?
4. The social effects of strangers
Part III. Conversational Trends: 5. Opinion ecosystems and the evolution within
6. Is social media fragmenting the population?
Part IV. Social Media Intelligence: 7. Managing social media communities for better social media intelligence
8. Cutting through the online chatter
9. Intelligence integration
10. Building social media intelligence into our strategies
11. Moving from social media monitoring to social media intelligence.