Social Media Metrics: How to Measure and Optimize Your Marketing Investment

ISBN-13: 9780470583784 / Angielski / Twarda / 2010 / 272 str.

Jim Sterne

Opis

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.

Spis treści

Foreword.

Acknowledgments.

Introduction: Getting Started Understanding the Ground Rules.

Chapter 1 Getting Focused Identifying Goals.

Chapter 2 Getting Attention Reaching Your Audience.

Chapter 3 Getting Respect Identifying Influence.

Chapter 4 Getting Emotional Recognizing Sentiment.

Chapter 5 Getting Response Triggering Action.

Chapter 6 Getting the Message Hearing the Conversation.

Chapter 7 Getting Results Driving Business Outcomes.

Chapter 8 Getting Buy–In Convincing Your Colleagues.

Chapter 9 Getting Ahead Seeing the Future.

Appendix: Resources.

Index.

O autorze

Jim Sterne produced the world′s first "Marketing on the Internet" seminar series in 1994. Today, Sterne is an internationally known speaker on digital marketing and customer interaction and aconsultant to Fortune 500 companies and Internet entrepreneurs. He is founder of the eMetrics Marketing Optimization Summit and cofounder of the Web Analytics Association.
For more information, please visit JimSterne.com.

Blurb

Measure the success of your social media business strategy

Filling a key need for serious online marketers, Social Media Metrics gives you an A Z guide to using data to drive your social media marketing efforts. Inside you′ll find how best to assess your Twitter and Facebook followings (hint: more is not always better), how to maximize your social media ROI, how to use social media metrics to effectively make your case to skeptics, and much more. Filled with the numbers that matter and specific examples of how to use them, Social Media Metrics equips you to successfully market on the social Web.

"Jim Sterne has been at the cutting edge of this industry since before there even was an industry. If you′re focused on measurement, you need his take on it."
Seth Godin, author, Linchpin

"Companies know they must have a social strategy, yet when approaching emerging technologies, measuring ROI is a challenge. Thankfully, we′ve got Social Media Metrics, in which Jim provides actionable frameworks and how–tos. This is a desktop reference that professionals should keep in close reach."
Jeremiah Owyang, Web strategist

"Jim Sterne has been in the business of teaching us how to measure the immeasurable for fifteen years. With this wonderful book, he brings his wisdom to the problem du jour: social media. In a faith–based medium, you′ll learn how to be data driven!"
Avinash Kaushik, author, Web Analytics 2.0