Browsing Faculty of Business by Author "Kaplan, A. M."

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Social media metrics - A framework and guidelines for managing social media

Peters, K.; Chen, Y.; Kaplan, A. M.; Ognibeni, B.; Pauwels, Koen Hendrik (Elsevier, 2013-11)

Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online ...