Lovett Social Media Metrics Secrets

1. Auflage 2011
ISBN: 978-1-118-14903-4
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 384 Seiten, E-Book

Reihe: Secrets

Invaluable advice on analyzing and measuring the effects ofsocial media
Do you wish you could sit down with an expert to figure outwhether or not your social media initiatives are working? WithSocial Media Metrics Secrets, you can! Expert John Lovett taps intohis years of training and experience to reveal tips, tricks, andadvice on how to analyze and measure the effects of social mediaand gauge the success of your initiatives. He uses mini casestudies to demonstrate how to manage social operations with processand technology by applying key performance indicators, andassessing the business value of social media.
* Highlights how social media can impact all aspects of yourbusiness and transform the way you quantify successful interactionswith customers
* Shares innovative techniques for managing the massive volume ofsocial analytics data by putting data to work in ways thatcontribute to your organizational goals
* Details techniques for adopting a Social Analytics Frameworkfor understanding evolving consumer behavior necessary to competein a socially networked future
Written in a conversational tone, Social Media MetricsSecrets goes behind the scenes to present you with unbeatableadvice and unparalleled insight into social media metrics.

Autoren/Hrsg.

Lovett, John

Inhaltsverzeichnis

Foreword xi
Read This First xiii
Part I ADDRESSING THE SOCIAL DATA DILEMMA 1
Chapter 1 Going Pro with Social Media 3
Demystifying Social Media Metrics 5
Graduating beyond Experimentation 12
Moving beyond Counting Metrics 23
Summary 27
Chapter 2 Riding the Social Data Wave: Churning Data intoInformation 29
Harnessing the Data Deluge 30
Assembling a Panoramic Perspective 48
Visualizing Information as Knowledge 54
Establishing a Virtual Network Operations Center 67
Summary 73
Chapter 3 Activating Your Socially Connected Business75
Participating with a People-Centric Approach 76
Organizing for Social Media 98
Socializing Your Business 110
Kick-Starting Your Social Media Metrics 111
Summary 121
Part II MANAGING SOCIAL MEDIA WITH ANALY TICS 123
Chapter 4 Embracing Social Analytics 125
Understanding the Discipline of Social Analytics 126
Aligning Social Objectives with Corporate Goals 139
Identifying Common Social Business Objectives 144
Developing Key Performance Indicators 155
Summary 160
Chapter 5 Using the Social Analytics Framework 161
Moving from Strategy to Execution 162
Calculating Formulas for KPIs 172
Communicating Results 188
Summary 195
Chapter 6 Deploying a Process of Continuous Optimization197
Optimizing Your Social Measurement Strategy 198
Measuring the Unofficial Rules of Social Media Optimization202
Shifting Channels for Social Optimization 218
Improving by Optimal Design 224
Summary 227
Part III FINDING THE BIG SOCIAL MEDIA PAYOFF 229
Chapter 7 Tracking the Elusive ROI in Social Media231
Demonstrating Results in Dollars and Sense 232
Smashing Your Marketing Funnel 251
Recognizing Returns When You See Them 262
Summary 266
Chapter 8 Taking the Corporate Plunge 269
Seeing the Social Technology Spectrum 270
Choosing Your Social Analytics Vendor 282
Evaluating Your Social Media Measurement Readiness 295
Protecting Privacy at All Costs 300
Summary 313
Chapter 9 Planning for a Socially Networked Future315
Creating a Measurement Mentality 316
Looking Ahead for the Next Big Trend 328
Measuring the Most Important Metric: Impact 346
Summary 350
Index 351

Über Autor(innen)

John Lovett is a veteran industry analyst and expert consultant who has spent the past decade helping organizations to understand and measure their digital marketing activities. As a Senior Partner at Web Analytics Demystified, Lovett regularly consults with leading vendors and enterprises to offer strategic guidance for building innovative digital measurement programs. His deep industry knowledge and thought leadership help businesses transcend mediocrity using analytics. Lovett is the co-founder of the Analysis Exchange and sits on the Board of Directors for the Web Analytics Association.