Topic
Media management
About: Media management is a research topic. Over the lifetime, 1907 publications have been published within this topic receiving 41725 citations. The topic is also known as: Media management.
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TL;DR: In this article, the authors argue that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontra-ditional sense it enable customers to talk directly to one another.
3,492 citations
TL;DR: In this article, a systematic way of understanding and conceptualizing online social media, as an ecosystem of related elements involving both digital and traditional media, is presented, highlighting a best-practice case study of an organization's successful efforts to leverage social media in reaching an important audience of young consumers.
1,450 citations
TL;DR: The literature base and development of supply chain management from two separate paths that eventually merged into the modern era of a holistic and strategic approach to operations, materials and logistics management is reviewed in this article.
965 citations
Posted Content•
TL;DR: In this paper, the authors argue that social media metrics should be captured as customer investments in marketers' social media efforts and that applications considered in concert with performance objectives drive the choice of metrics.
Abstract: This paper argues that social media metrics should be captured as customer investments in marketers’ social media efforts and that applications considered in concert with performance objectives drive the choice of metrics. Motivating this approach are the “four c’s” that drive consumer use of social media. These include the connections consumers make with each other, the user-generated content they create, their consumption of other users’ content and their control of their own online experiences. Social media metrics that are linked to three broad social media performance objectives are identified for eight general categories of social media applications and the paths managers have for improving social media effectiveness that rely on using these metrics are discussed.
808 citations
Journal Article•
TL;DR: To gain business value, organizations need to incorporate community building as part of the implementation of social media to incorporate business value in the creation of virtual customer environments.
Abstract: Social media platforms such as Twitter and Facebook enable the creation of virtual customer environments (VCEs) where online communities of interest form around specific firms, brands, or products. While these platforms can be used as another means to deliver familiar e-commerce applications, when firms fail to fully engage their customers, they also fail to fully exploit the capabilities of social media platforms. To gain business value, organizations need to incorporate community building as part of the implementation of social media.
761 citations