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Author Sterne, Jim
Title Social Media Metrics : How to Measure and Optimize Your Marketing Investment
Imprint New York : John Wiley & Sons, Incorporated, 2010
book jacket
Edition 1st ed
Descript 1 online resource (275 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Series New Rules Social Media Ser
New Rules Social Media Ser
Note Social Media Metrics: How to Measure and Optimize Your Marketing Investment -- Contents -- Foreword -- Acknowledgments -- Introduction: Getting Started-Understanding the Ground Rules -- Chapter 1: Getting Focused-Identifying Goals -- Measurement Is No Longer Optional -- Measurement, Metrics, and Key Performance Indicators -- Proceed Ye No Further if Ye Have No Goals -- Understanding Analysis -- Marketing Analysis and Optimization from 30,000 Feet -- Chapter 2: Getting Attention-Reaching Your Audience -- Can You Hear Me Now? -- Brand Recognition -- Brand Attribute Recognition -- Business Blogging Metrics -- How Many Saw What You Wrote? -- How Many Got the Message? -- A Little Bird Told Me: Twitter Numbers -- Measure the Reach of What Is Published About You -- Measuring Social Networking Sites -- Measure Your Audience -- Measure Your Apps and Widgets -- Has Your Message Been Heard? -- Chapter 3: Getting Respect-Identifying Influence -- How Big Is Their Audience? -- Hubs and Spokes -- All a-Twitter -- Peating the Right Repeater -- Impact -- The Problem of Fish and the Pond -- The Empty Metric -- Chapter 4: Getting Emotional-Recognizing Sentiment -- My Brother Doug's Shirts -- Tell Us How You Really Feel -- Sentimental Journey-a Framework -- The Promise of Automated Understanding -- What We Have Here Is a Failure to Communicate-How Sad is That? -- Hope on the Horizon -- Sentiment Beyond Twitter -- Chapter 5: Getting Response-Triggering Action -- How Many Made a Note of Your Post? -- Repeating Revisited -- Craving Comments -- Broadcasts Out of the Blue -- Click Happy -- Is That Supposed to Be Funny? -- Post-Click Engagement -- The Buy Now Button -- Chapter 6: Getting the Message-Hearing the Conversation -- Listen to Them Search -- Listen to Them Rate -- Listen to Them Praise -- Listen to Them Review -- Listen to Them Recommend
Listen to Them Complain -- Ask Them to Participate -- Ask Them to Contribute -- Listen, Listen, Listen-and Then Respond -- Hearing Aids -- How Good a Listener Are You? -- Professional Listening -- Chapter 7: Getting Results-Driving Business Outcomes -- Key Performance Indicators for Web Sites -- Key Listening Indicators -- Key Community Indicators -- Compared with the Competition -- Case Study: Blogging for Dollars-The Cost of Reach -- Case Study: Social Media Metrics at Intuit -- Haven't We Already Solved This Problem? -- Crowdsourcing -- Chapter 8: Getting Buy-In-Convincing Your Colleagues -- Step One: Accept Your Role as Change Agent -- Step Two: Match the Message with the Receiver -- Step Three: Low-Hanging Fruit -- Step Four: Make It Personal -- Step Five: Bring a Plan -- Step Six: Read a Book -- Chapter 9: Getting Ahead-Seeing the Future -- Everything Becomes Social -- Sticks and Stones -- Enumeration Integration -- Yes, We Will Read Your Mind -- Customers Run the Show -- Appendix: Resources -- Importance of Social Media -- Social Media Definitions -- Social Media Advertising Consortium -- Measuring Social Media -- Zocalogroup's Measuring Digital Word of Mouth -- Razorfish's Measuring Social Influence Marketing Report -- Social Media Measurement Tools -- Measurement Camp Tools For Measurement -- Social Media Metrics Discussions -- Social Media Resource Pages -- Index
The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Sterne, Jim Social Media Metrics : How to Measure and Optimize Your Marketing Investment New York : John Wiley & Sons, Incorporated,c2010 9780470583784
Subject Internet marketing.;Social media -- Economic aspects.;Marketing research.;Online social networks -- Economic aspects
Electronic books
Alt Author Scott, David Meerman
Scott, David Meerman
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