Social Media Metrics Secrets

When you open this book, you′ll feel as though you′re sitting down with an expert who is disclosing rare information about social media metrics. Expert John Lovett taps into his years of training and experience to reveal insider tips, strategies, and secrets for navigating the complex ecosystem of social media metrics. Examples of first–hand case studies demonstrate how to apply measurement to evaluate the impact of social media channels, and additional material shows you how to optimize social media programs based on the results of Social Analytics.
The Insider′s Guide to:
Identifying social media metrics that matter
Measuring Audience, Activity, and Actions
Building a social network operations center
Activating social media across the enterprise
Using the Social Analytics Framework
Executing a process of continuous optimization
Tracking and measuring your return on investment
Planning for a socially networked future
The Secrets series reveals:
Authoritative information in highlighted areas
Exceptional advice in the margin notes
Unique insight from years of author experience
Rarely revealed tips and techniques
Invaluable shortcuts and workarounds
Insider TipsTips, tricks, and secrets for quantifying social media success
Valuable InsightsEye–opening strategies for moving beyond "counting metrics" to "business value metrics"
Unbeatable AdviceReal–world solutions for developing a scalable framework for social media measurement

Spis treści:
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

Nota biograficzna:
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.

Okładka tylna:

When you open this book, you′ll feel as though you′re sitting down with an expert who is disclosing rare information about social media metrics. Expert John Lovett taps into his years of training and experience to reveal insider tips, strategies, and secrets for navigating the complex ecosystem of social media metrics. Examples of first–hand case studies demonstrate how to apply measurement to evaluate the impact of social media channels, and additional material shows you how to optimize social media programs based on the results of Social Analytics.
The Insider′s Guide to:
Identifying social media metrics that matter
Measuring Audience, Activity, and Actions
Building a social network operations center
Activating social media across the enterprise
Using the Social Analytics Framework
Executing a process of continuous optimization
Tracking and measuring your return on investment
Planning for a socially networked future
The Secrets series reveals:
Authoritative information in highlighted areas
Exceptional advice in the margin notes
Unique insight from years of author experience
Rarely revealed tips and techniques
Invaluable shortcuts and workarounds
Insider TipsTips, tricks, and secrets for quantifying social media success
Valuable InsightsEye–opening strategies for moving beyond "counting metrics" to "business value metrics"
Unbeatable AdviceReal–world solutions for developing a scalable framework for social media measurement