effective tools for building, interpreting, and using metrics Sponder, Marshall Primary Author mixed material bibliography New York Mc Graw Hill 2011 en English

Printed Material

xiii, 316 p. ; ill., tabs., index : 23 cm. With Social Media Analytics, youÂ’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. Table of Contents : Chapter 1 The Conundrum of Social Customers : Where the ROI ? Chapter 2 Targeting Your Customers : Using Data to Find Your Customer Chapter 3 Tracking International : Multicultural Social Media Chapter 4 Online Social Intelligence : Extracting Signal from Noise Chapter 5 Friends, Fans, and Followers : Determining Their Worth Chapter 6 Influence : Finding it and Measuring it Chapter 7 Scorecarding : Collecting and Understanding Social Media Data Chapter 8 Advanced Social Analytics : Implementation and Monitoring Scorecards Chapter 9 Going beyond Monitoring : Content Creation and Content Tracking Chapter 10 Monitoring Tools and Technologies : The limits of What We Can Collect Chapter 11 Convergence : Mashing Up Data from Disprate Sources Marketing Return on investment Marketing information systems Social marketing Rate of return Media Influence BBE/BAW 9780071768290 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BBE/BAW Spo 35236 General (General) BBE/BAW Spo download_%25284%2529.jpg.jpg 38294 2011-10-12 00:00:00 2020-01-23 11:31:42 machine generated