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.
विषयसूची
Foreword x
Acknowledgments xiii
Introduction: Getting Started–Understanding the Ground Rules xv
Chapter 1 Getting Focused–Identifying Goals 1
Chapter 2 Getting Attention–Reaching Your Audience 15
Chapter 3 Getting Respect–Identifying Influence 51
Chapter 4 Getting Emotional–Recognizing Sentiment 77
Chapter 5 Getting Response–Triggering Action 105
Chapter 6 Getting the Message–Hearing the Conversation 123
Chapter 7 Getting Results–Driving Business Outcomes 163
Chapter 8 Getting Buy-In–Convincing Your Colleagues 199
Chapter 9 Getting Ahead–Seeing the Future 213
Appendix: Resources 229
Index 235
लेखक के बारे में
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 a consultant to Fortune 500 companies and Internet entrepreneurs. He is founder of the e Metrics Marketing Optimization Summit and cofounder of the Web Analytics Association.
For more information, please visit Jim Sterne.com.
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