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Published in:
2015 | OriginalPaper | Chapter
Theoretical Foundations
Authors : Daniel Hurrle, Julia Postatny
Published in: Social Media for Scientific Institutions
Publisher: Springer Fachmedien Wiesbaden
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In the following section, the reader will be introduced to social media by clarifying the underlying theoretical foundations and giving an overview over the social media environment and its users. Moreover, it is important to understand how businesses can make use of social media marketing including the development of a social media strategy and the methods of monitoring and budgeting.