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Social Media Measurement
and Management
Entrepreneurial Digital Analytics
Jeremy Harris Lipschultz
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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 #5MMM2020 on Twitter, follow his Facebook pages,
and send questions to: jeremy. [email protected].
Social Media Measurement and
Management
Entrepreneurial Digital Analytics
Jeremy Harris Lipschultz
Routledge
Taylor & Francis Group
NEW YORK AND LONDON
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. | Marketing research.
Classification: LCC HM742 (ebook) | LCC HM742 .L57 2019 (print) | DDC 302.23—dc23
LC record available at https://lccn.loc.gov/2019007125
ISBN: 978-0-8153-6390-3 (hbk)
ISBN: 978-0-8153-6392-7 (pbk)
ISBN: 978-1-351-10807-2 (ebk)
Typeset in Warnock Pro
by Apex CoVantage, LLC
Visit the eResource: www.routledge.com/97808 15363927
Contents
List of Figures
List of Tables
Contributors
Preface
Unit One: Foundations of Social Media Measurement and
Management
1 Social Crowds, Voice, and Personal Branding
Social Entrepreneurship and Personal Branding
Brand Evangelists and Ambassadors
Entrepreneurship and Digital Analytics
Awareness
Outcome Measurement
Thought Leader Anna Vargas: Social Media Measurement and Management Help
Land New Clients
As Seen on YouTube
Useful Tools
Project Ideas
Discussion Questions
2 Concepts and Campaigns
The Barcelona Principles 2.0
Google Analytics and SEO
Social Media Target Marketing to Latinos and Latinas
Target Marketing Panel
Thought Leader David Kamerer: Get Started with Google Analytics
Strategies
The Digital Analytics Association (DAA) and the eMetrics Summit
Goals, Objectives, and Tactics
Social Media Events
Diffusion of Innovation
CMC and Social Media
Thought Leader Randa Zalman: Home Instead Senior Care Foundation: GIVE65
Fundraising Campaign Case Study
Social Media Marketing Data Science and Brand Engagement
As Seen on YouTube
Useful Tools
Project Ideas
Discussion Questions
3 Social Network Sites (SNS) Measurement and Management
Thought Leader Deepti Ganapathy: Focus on Goal-Oriented Measurement to Derive
Desirable Outcomes
Hub and Spoke Marketing and SEM Audits
SNS Data Overview: Social Network Sites (SNS)
Hosting a Live Twitter Chat
Thought Leader Roberto Gallardo: Social Media, Intelligent Communities, and
Management of Civic Engagement
As Seen on YouTube
Useful Tools
Social Media Marketing Entrepreneurs Should Listen to Customers
Project Ideas
Discussion Questions
Unit Two: Strategic Social Media Measurement Tools
4 Social Media Metrics and Management Tools
Simple and Advanced Measures
Social Media Dashboards and Advanced Tools
Thought Leader Jason Buzzell: Homepage Updating Focused on #TopTasks
Social Media Marketing, Employee Sharing, and New Business
Social Media Monitoring and Social Network Analysis (SNA)
PR Trust and the Social Media Marketing “Echo Chamber”
Thought Leader Stu Shulman: Text Analytics for Mining Twitter Data
Electronic Word-of-Mouth (eWOM) in Marketing Communication
Best Practices: Social Capital, Diffusion, Personal Influence, and Social Networks
Paid, Earned, Social, and Owned (PESO) Media
Social Media Audits and Thought Leaders
As Seen on YouTube
Useful Tools
Project Ideas
Discussion Questions
5 Academic Social Media Research
Quantitative and Qualitative Social Science Research
Testing and Replication of Data
Thought Leaders Roma Subramanian and Andrea Weare: #NotOkay
Thought Leader Sam Petto: A Social Media Use Research Project
As Seen on YouTube
Useful Tools
Project Ideas
Discussion Questions
Unit Three: Best Practices in Social Media Measurement
6 Integration of PR, Advertising, and Marketing Plans
Use of Email to Micro-Target Qualitative Relationships
Best Practices in Social Media Measurement
Integration of PR, Advertising, and Marketing Plans
Step-by-Step
Measurable Outcomes and Monitoring
SWOT Analysis
SMART Objectives
Reporting Results
Thought Leader Amanda Bright: Why You Should Stop Worrying about Disparate
Audiences and Focus on the Universal Gap
As Seen on YouTube
Useful Tools
Project Ideas
Discussion Questions
7 Social Media Data Law and Ethics
Federal Trade Commission (FTC) Regulation
Uber and Lyft Passengers Were Secretly Live-Streamed
Digital Data Trails, Brand Insights, and Mobile Users
Case Law
The Future of General Data Protection Regulation (GDPR)
Media Ethics
PRSA Code of Ethics
A Return to Transparency, Independence, and Authenticity
Thought Leader Marc A. Smith: Cultivating Creative Connections in a Networked
World — #ThinkLink
As Seen on YouTube
Useful Tools
Project Ideas
Discussion Questions
8 Customer Relationships and Content
Customer Relationships, Content, and Service
Small Business and Nonprofit Social Media Marketing Strategy
Customer Relations Management (CRM), C-Suites, and Corporate Social
Responsibility (CSR)
Peter Shankman on Entrepreneurship
Media Storytelling, Content Sharing Blogs, and Microblogs
Thought Leader Dana Dyksterhuis: Influencer Marketing and the Future of Social
Media Entrepreneurs
As Seen on YouTube
Useful Tools
Project Ideas
Discussion Questions
Unit Four: Social Media Planning and Campaigns
9 Employee Engagement
Engagement and Employee Advocacy
Effective Employee Mobile Communication
Employee Social Media Engagement May Help with Business Trust
Participation Marketing
Thought Leaders Donna Presnell, Betty Farmer, and Rylee Roquemore: Managing
Social Media during the Death of a Leader—A Crisis Communications Case Study
in Higher Education
Thought Leader Jennifer Grygiel: Why You Should Stop Trying to Justify the Cost of
