This revised and updated textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication.

This second edition expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from academic and industry thought leaders.

A perfect primer for this developing industry, this book is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of new tools and resources.

About the Author

Jeremy Harris Lipschultz is Peter Kiewit Distinguished Professor in the UNO Social Media Lab for Research and Engagement, University of Nebraska at Omaha. He has published more than a dozen books over three decades about media, the Internet, and social media communication. These include Free Expression in the Age of the Internet (2000), Social Media Law and Ethics (2021), Social Media and Political Communication (2022), and Social Media Communication: Concepts, Practices, Data, Law and Ethics, Fourth Edition (2024).

Reviews

"Social Media Measurement and Management is a helpful resource for mastering social media's analytical and strategic facets. This textbook expertly merges theoretical foundations with practical applications, making it a valuable asset for both students and professionals. It navigates the ever-changing digital terrain, presenting innovative approaches for successful online engagement. It is essential reading for those aspiring to thrive in digital communications." - Karen Sutherland, Senior Lecturer, University of the Sunshine Coast, Australia

Book Information
ISBN 9781032247861
Author Jeremy Harris Lipschultz
Format Paperback
Page Count 308
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 610g