SOCIAL MEDIA & MARKET OPTIMIZATION: Home

  Welcome to the Social Media and Market Optimization LibGuide! This guide is designed to support your learning by bringing together key resources, tools, and strategies that will help you understand how social media platforms drive engagement, brand visibility, and market growth.

In this course, you will explore how businesses and organizations utilize social media to connect with their target audiences, measure performance, and refine their online presence in competitive markets. This guide provides access to recommended readings, databases, case studies, and practical tips to help you:

• Understand the principles of social media marketing and optimization.

• Analyze and interpret digital metrics to guide decision-making.

• Apply strategies that enhance online visibility and customer engagement.

• Explore emerging trends and technologies shaping digital marketing.

Use the tabs in this guide to find resources, assignments, and additional materials that will help you succeed in this course and apply your skills in real-world scenarios.

UNIT 1 THE BUSINESS OF SOCIAL MEDIA

Social Media? What Social Media? (Article)

Introduction to Visual Communication in the Age of Social Media: Conceptual, Theoretical and Methodological Challenges (Article)

Running Head: Defining, Developing, and Diving Social Media (Article) 

Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, and Future Agenda (Article)

Web 2.0 as a Technological Driver of Democratic, Transparent, and Participatory Government (Article)

Social Media Use in 2021 (Article)

Evolution in Social Networks: A Survey (Article) 

User Perceptions of Social Media: A Comparative Study of Perceived Characteristics and User Profiles by Social Media (Article)

Lifestyles, Reliance on Traditional News Media, and Online News Adoption (Article)

Evaluating the Impact of Social Media onTraditional Marketing (Article)

How a Cost-Effective Social Media Plan Can Make a Difference for Small Businesses (Article)

UNIT 2 MEASUREMENT OF SOCIAL MEDIA EFFECTIVENESS

Social Media Measurement and Monitoring (Article)

Tracking Local Marketing Campaigns: Measuring Effectiveness and Optimizing Performance (Article) 

What’s Your Social Media Strategy? (Article)

Exploring social media marketing strategies in SMEs (Article)

Papers Dawn of the Digital Age and the Evolution of the Marketing Mix (Article)

Online Relationship Marketing (Article)

A Performance Measurement System to Quantify the Contribution of Social Media: New Requirements for Metrics and Methods (Article)

Data Mining in Social Media (Article) 

UNIT 3 SOCIAL MEDIA AND THE SHIFTING MARKETING PARADIGM

Using Classic Social Media Cases to Distill Ethical Guidelines for Digital Engagement (Article)

Social Media Marketing: Advantages and Disadvantages (Article) 

Identifying User Behavior in Online Social Networks (Article)

The World is Either Digital or Analogue (Article)

Co-creation of Value: Creating New Products Through Social Media (Article)

Social Media Marketing and Value Co-Creation:A System Dynamics Approach (Article)