John Wiley & Sons Ltd
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 … LES MER 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. Invaluable advice on analyzing and measuring the effects of social media Do you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media.* Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers * Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals * Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics. 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 into Information 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 Business 75 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 Optimization 197 Optimizing Your Social Measurement Strategy 198 Measuring the Unofficial Rules of Social Media Optimization 202 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 Media 231 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 Future 315 Creating a Measurement Mentality 316 Looking Ahead for the Next Big Trend 328 Measuring the Most Important Metric: Impact 346 Summary 350 Index 351 LES MINDRE
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