The Business of Social Media and Entertainment

Social media and entertainment are a multibillion-dollar cultural industry that is widely accessible through online platforms allowing people to reach others with their creativity, drive, and talent. For many, the goal is to take that artistic energy and to successfully monetize it. The Business of Social Media and Entertainment provides key insights into personal and corporate branding in social media. The text examines the marketing and branding strategies, creating and capturing value, and the monetization of social media content and intellectual property. The fundamentals taught include marketing essentials and principles, such as developing an in-depth understanding of oneself and the audience, its preferences, and the interplay between artist and audience, and the purposes for content creation. Using a variety of business cases, this book will provide insight into how the social media industry works. This book also reveals insights in how to make money off YouTube, Instagram, or other social media outlets and their algorithms and business models. This is a business guide for students of business, creative industries, communications, marketing and anyone curious to know how those influencers succeed in social media.