Social Media Analytics

Social Media Analytics
Effective Tools for Building, Intrepreting, and Using Metrics

Συγγραφέας: Marshall Sponder
ISBN: 9780071768290
Σελίδες: 320
Σχήμα: 16 X 24
Εξώφυλλο: Σκληρό
Έτος έκδοσης: 2011

About the Book


Practically overnight, social media has become a critical tool for every marketing objective'from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there . . . if you're applying the right systems and know how to use them.


With Social Media Analytics, you'll learn how to get supremely valuable information from this revolutionary new marketing tool. One of the most respected leaders in his field and a pioneer in Web analytics, Marshall Sponder shows how to:
• Choose the best social media platforms for your needs
• Set up the right processes to achieve your goals
• Extract the hidden meaning from all the data you collect
• Quantify your results and determine ROI


Filled with in-depth case studies from a range of industries, along with detailed reviews of several social-monitoring platforms, Social Media Analytics takes you beyond 'up-to-date' and leads you well into the future'and far ahead of your competition. You will learn how to use the most sophisticated methods yet known to find customers, create relevant content (and track it), mash up data from disparate sources, and much more. Sponder concludes with an insightful look at where the field will likely be going during the next few years.


Whether your social media marketing efforts are directed at B2B, B2C, C2C, nonprofit, corporate, or public sector aims, take them to the next step with the techniques, strategies, and methods in Social Media Analytics'the most in-depth, forward-looking book on the subject.