Social Media Measurement and Management

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).

• Unit One: Foundations of Social Media Measurement and Management 1. Social Crowds, Voice and Personal Branding 2. Concepts and Campaigns 3. Social Network Sites (SNS) Measurement and Management Unit Two: Strategic Social Media Measurement Tools 4. Social Media Metrics and Management Tools 5. Academic Social Media Research Unit Three: Best Practices in Social Media Measurement 6. Integration of PR, Advertising, and Marketing Plans 7. Social Media Data Laws and Ethics 8. Customer Relationships and Content Unit Four: Social Media Planning and Campaigns 9. Employee Engagement 10. The Future of Social Media Measurement and Management Appendix A: Social Media Planning Template Options Appendix B: Social Media Marketing Evaluation

“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