Social Media in the Marketing Department

Stefanie Babka

Chapter 9 in Social Media for Leaders, 2023, pp 71-84 from Springer

Abstract: Abstract This chapter provides an overview of the changes in marketing work brought about by social media and gives valuable advice on strategic orientation within the marketing department. You will also find approaches for measuring the success of social media campaigns and for using social media monitoring to evaluate classic campaigns in this chapter.

Keywords: Social media marketing; Paid media; Owned media; Earned media; Social ROI (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-42351-3_9

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DOI: 10.1007/978-3-658-42351-3_9

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