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This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach, embracing IT, marketing, HR and many other fields. Readers will benefit from a comprehensive selection of current topics, including: tools, tactics and strategies for social media, internal and external communication, viral marketing campaigns, social CRM, employer branding, e-recruiting, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues.

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Introduction.- Definitions, Social Media Types and Tools.- Social media Strategy and Return on Investment.- Online Advertising and Viral Campaigns.- Social Customer Relationship Management.- Search Engine Optimization.- Sentiment Analysis and Opinion Mining (Business Intelligence).- Social Network Data and Predictive Mining (Business Intelligence).- e-Recruitment.- Crowdfunding.- Legal and Ethical Issues in Social Media.- Wrap-up.

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"This book ... is an undergraduate textbook. But I must say that I have reviewed and read other undergraduate textbooks but this one in particular it is really well-written and it is really on the right level. ... I want to say that this is a very modern and unique book and it is essential if you work with marketing, social media and corporate management. It will be a good addition to your personal library and for your reading. Enjoy!" (Inspire and Action Blog, inspireandaction.wordpress.com, April, 2017)

"This is an easy-to-read book that provides a rich set of both theoretical background and practical examples on the use and impact of the social media on all business functions and departments. The multi-disciplinary perspective of the book is its major differentiator in relation to other textbooks related to social media in management. The book constitutes a very useful reading for researchers-academics, students, professionals and policy makers involved and interested in social media management." (Marianna Sigala, Information Technology & Tourism, Vol. 17, 2017)

"Most chapters end with a self-test for review and a bibliography. Scattered within the chapters are case examples, sometimes questions with potential solutions, and sometimes provocative items to ponder. ... There are a plethora of how-to guides to social media management, but this is the first text I know of geared toward nontechnical, undergraduate students in business fields. It is targeted to students in the fields of business and administration ... ." (David Bellin, Computing Reviews, April, 2016)

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Prof. Dr. Amy Van Looy holds a Ph.D. in applied economics. She is assistant professor at the Faculty of Economics and Business Administration and the School for Social Profit and Public Management of Ghent University (Belgium). Particularly, she is member of the Department of Business Informatics & Operations Management. She teaches, among others, courses on business process management and social media. Before entering academia, Amy worked as an IT consultant for large e-government projects.

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