Social Media Measurement and Management - Entrepreneurial Digital Analytics

Sep 11, 2026

Uploaded by Elsa

Social Media Measurement and Management - Entrepreneurial Digital Analytics presents a critical, practical approach to social media analytics for students and practitioners. The book explains foundations of digital data, strategic tools, and measurement techniques, showing how awareness, engagement, and business outcomes depend on customers, employees, and other stakeholders across paid, earned, social, and owned media. It also addresses future challenges from artificial intelligence and machine learning, including emerging legal and ethical issues in managing social media data.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages35

Reading Time12 min

AccessFree to download

Contents

Unit One: Foundations of Social Media Measurement and Management

Social Crowds, Voice, and Personal Branding

Social Entrepreneurship and Personal Branding

Brand Evangelists and Ambassadors

Entrepreneurship and Digital Analytics

Awareness

Outcome Measurement

Social Media Measurement and Management This new 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. The book 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. A perfect primer for this developing industry, Social Media Measurement: Entrepreneurial Digital Analytics is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of tools and resources. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from key industry thought leaders. Jeremy Harris Lipschultz holds the Peter Kiewit Distinguished Professorship in the UNO Social Media Lab and School of Communication, University of Nebraska at Omaha. He is Book Review Editor for Journalism & Mass Communication Educator. His Social Media Communication: Concepts, Practices, Data, Law and Ethics (2018, 2015) textbook integrates theory and practice. Lipschultz’s Rural Futures Institute project with Purdue University and the University of Nebraska-Lincoln is developing best practices for smaller communities to leverage broadband technologies and social media. Lipschultz received the AIM Institute College Tech Educator of the Year award in 2017, and was Omaha Press Club Journalism Educator of the Year in 2016. He has been a Huffington Post contributor, and currently blogs on LinkedIn. Connect with @JeremyHL \#SMMM2020 on Twitter, follow his Facebook pages, and send questions [to: jeremy.lipschultz@gmail.com](to: jeremy.lipschultz@gmail.com). Social Media Measurement and Management Entrepreneurial Digital Analytics Jeremy Harris Lipschultz First published 2020 by Routledge 52 Vanderbilt Avenue, New York, NY 10017 and by Routledge 2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2020 Taylor & Francis The right of Jeremy Harris Lipschultz to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging-in-Publication Data Names: Lipschultz, Jeremy Harris, 1958-author. Title: Social media measurement and management: entrepreneurial digital analytics / Jeremy Harris Lipschultz. Description: New York, NY : Routledge, 2020. | Includes bibliographical references and index. Identifiers: LCCN 2019007125 (print) | LCCN 2019008486 (ebook) | ISBN 9781351108072 (eBook) | ISBN 9780815363903 (hardback) | ISBN 9780815363927 (pbk.) Subjects: LCSH: Online social networks—Research. | Social media. | Dyadic analysis (Social sciences) | Social sciences—Network analysis. | Marketin

FAQs

What is the focus of Social Media Measurement and Management: Entrepreneurial Digital Analytics?

The book focuses on applying social media analytics through critical, practical strategies covering digital data foundations, measurement approaches, and management best practices.

How does the book connect analytics to business outcomes?

It emphasizes that raising awareness and sparking engagement require attention to stakeholders such as customers and employees, across paid, earned, social, and owned media.

What future challenges does the book address in managing social media data?

It examines how AI and machine learning influence social media analytics and raises new legal and ethical issues relevant to effective data management.

Sep 11, 2026

Uploaded by Elsa