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.
關於作者：
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.
目錄：
Foreword xi
Read This First xiii
Part I ADDRESSING THE SOCIAL DATA DILEMMA
Chapter 1 Going Pro with Social Media
Demystifying Social Media Metrics
Graduating beyond Experimentation
Moving beyond Counting Metrics
Summary
Chapter 2 Riding the Social Data Wave: Churning Data into
Information
Harnessing the Data Deluge
Assembling a Panoramic Perspective
Visualizing Information as Knowledge
Establishing a Virtual Network Operations Center
Summary
Chapter 3 Activating Your Socially Connected Business
Participating with a People-Centric Approach
Organizing for Social Media
Socializing Your Business
Kick-Starting Your Social Media Metrics
Summary
Part II MANAGING SOCIAL MEDIA WITH ANALY TICS
Chapter 4 Embracing Social Analytics
Understanding the Discipline of Social Analytics
Aligning Social Objectives with Corporate Goals
Identifying Common Social Business Objectives
Developing Key Performance Indicators
Summary
Chapter 5 Using the Social Analytics Framework
Moving from Strategy to Execution
Calculating Formulas for KPIs
Communicating Results
Summary
Chapter 6 Deploying a Process of Continuous Optimization
Optimizing Your Social Measurement Strategy
Measuring the Unofficial Rules of Social Media Optimization
Shifting Channels for Social Optimization
Improving by Optimal Design
Summary
Part III FINDING THE BIG SOCIAL MEDIA PAYOFF
Chapter 7 Tracking the Elusive ROI in Social Media
Demonstrating Results in Dollars and Sense
Smashing Your Marketing Funnel
Recognizing Returns When You See Them
Summary
Chapter 8 Taking the Corporate Plunge
Seeing the Social Technology Spectrum
Choosing Your Social Analytics Vendor
Evaluating Your Social Media Measurement Readiness
Protecting Privacy at All Costs
Summary
Chapter 9 Planning for a Socially Networked Future
Creating a Measurement Mentality
Looking Ahead for the Next Big Trend
Measuring the Most Important Metric: Impact
Summary
Index
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