Review of Social Media Management Tools and Related Literature

Volume: 2    Issue: 1

Year of Publication: 2015

Pages: (89-99)

Authors: Srijan Thapa, Geoff Skinner

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Abstract

Social media has become one of the most popular marketing platforms for many businesses in today’s corporate environment. Given the wide range of social media availability, the issue of effective maintenance and management of social media is paramount. Many Multinational and large corporations have a dedicated team for their social media marketing efforts, however it may not be as applicable for small business, due to budget concerns, expertise and number of staff, time constraints etc. Therefore, social media management tools are increasingly useful for SMEs (Small and Medium Enterprises) for managing their social media footprint. The aim of this paper is to review the literature on the following dimensions of social media: its evolution; its various types; its potential uses; and its underlying technologies. In addition, a review of leading available social media management tools, particularly in the context of usefulness to small businesses, is provided. The extensive literature review is part of a much larger research project involving the investigation, application, and analyses of social media management tools used by actual small businesses.

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Keywords

social media, digital marketing, web analytics, social media analytics.