Springer Texts in Business and Economics- Social Media Management
Comprehensive and detailed summary (123 pages) of the covered chapters from the book "Social Media Management" (2nd edition 2022), specifically chapters 1-11. The summary is based on both the lectures and the book, as taught by Amy Van Looy.
Chapter 01: introduction to social media management
Introduction to the internet
1. What happens on the internet
NOW: children are part of a digital generation à with internet, smartphones, games,
tablets, and apps.
VIDEO (then): children react to an old computer.
- They don’t immediately know what it is.
- Looks like old tv’s for them.
- Don’t know how to work it, need help with it.
- Makes much noise.
- They say it does nothing.
- Too many steps.
- No mouse, only keyboard.
- No internet.
- Does only math, codes… (need to type “print” before everything).
Social media (SM) can be seen as part of the internet evolution.
ð Used for sharing information, opinions, collaborate or participate in online content.
ð Impacts online and offline relationships.
o Meeting other people online.
o Dating sites.
o Social media tools (Instagram, TikTok, Twitter, Facebook, YouTube…).
ð Can have a business impact à how does my future boss see my life online (pictures
that are embarrassing).
People tend to have more trust in online recommendations than in the traditional advertise-
ments.
1
,à From “word of mouth” to “world of mouth”:
Word of mouth People talking to each other and influencing each other (trusting your
(WoM) friends and family more, than organizations).
World of mouth The internet allows us to reach out to almost everyone around the
globe (viral campaigns).
3 reasons for this change:
- Revolution: SM is a part of the internet evolution.
- Impact on our relations: more people meet online, embarrassing photos online…
- Internet has impact on our business: forced to adapt (more interested in online
recommendations).
à FOMO, fear of missing out:
People become addicted to the internet, every free minute they
check their SM due to FOMO. Every minute you aren’t online,
you’re missing content.
The internet may even distract you, by tempting you to browse.
2. Could you live without the internet?
The Verge (magazine) paid Paul Miller to stay of the internet for 1 whole year and to report
his findings.
- Better without the internet: makes you unhappy and lonely.
- Worse without the internet: makes you unhappy and lonely à missing out on family
who lives farther away, photos of baby’s.
Solution: finding the right balance between your online and offline identity à internet will
never replace personal relationships.
2
,The internet “made” a 3th and gender-neutral category à “Geek”.
ð Symbolized by a power button.
ð Man & women who are extremely interested in IT.
ð The first ones to know when there is something new.
ð Are highly active on SM (blogs, Instagram…).
ð There are stereotypes linked with it (ex. Sheldon, big bang theory).
o ➖ freak, fool, nerd.
o ➕ eccentric, nonmainstream people, expert, enthusiast, member of some
fandom, peculiar person.
ð Are innovators & early adopters à small group of believers.
More second opinion = early adopter.
- Need for IT professionals is growing à lag of IT minded employees.
- IT sector is one of the best paying sectors (n°4).
- More men than women.
3
, Introduction to social media (SM)
There are many platforms each with a different purpose and with a different action.
à Statistics are different because of:
DAU Daily active users.
ð Facebook = largest social media tool in the world.
MAU Monthly active users.
ð Instagram, YouTube, TikTok are growing each year.
mDAU Monetizable active users.
à Different actions:
Social action Sharing an opinion.
Business action Refers to a desired action that an organization gives website visitors
because it involves a business return.
ð Difference is important because of value creation.
4
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