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Full Description
Align Strategy With Metrics Using Social Monitoring Best Practices"Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately."-Paul Holmes, The Holmes Report"Marshall has provided much-needed discipline to our newest marketing frontier-a territory full of outlaws, medicine men, dot com tumbleweeds, and snake oil."-Ryan Rasmussen, VP Research, Zocalo Group"Marshall Sponder stands apart from the crowd with this work. His case study approach, borne of real-world experience, provides the expert and the amateur alike with bibliography, tools, links, and examples to shortcut the path to bedrock successes. This is a reference work for anyone who wants to explore the potential of social networks."-W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research"Marshall is a solutions design genius of unparalleled knowledge and acumen, and when he applies himself to the business of social media, the result is a timely and important commentary on the state of research capabilities for social media."-Barry Fleming, Director, Analytics & Insights, WCG, and Principal, DharmaBuilt.comAbout the BookPractically overnight, social media has become a critical tool for every marketing objective-from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there . . . if you're applying the right systems and know how to use them.With Social Media Analytics, you'll learn how to get supremely valuable information from this revolutionary new marketing tool. One of the most respected leaders in his field and a pioneer in Web analytics, Marshall Sponder shows how to:Choose the best social media platforms for your needsSet up the right processes to achieve your goalsExtract the hidden meaning from all the data you collectQuantify your results and determine ROIFilled with in-depth case studies from a range of industries, along with detailed reviews of several social-monitoring platforms, Social Media Analytics takes you beyond "up-to-date" and leads you well into the future-and far ahead of your competition. You will learn how to use the most sophisticated methods yet known to find customers, create relevant content (and track it), mash up data from disparate sources, and much more. Sponder concludes with an insightful look at where the field will likely be going during the next few years.Whether your social media marketing efforts are directed at B2B, B2C, C2C, nonprofit, corporate, or public sector aims, take them to the next step with the techniques, strategies, and methods in Social Media Analytics-the most in-depth, forward-looking book on the subject.
Contents
Book Approach and Contents:This book will outline all that is known about Social Media Monitoring and Social Media ROI and will breakdown what business needs to know based on verticals and applications. Best practices will also be put forward.Part 1: An Overview of Social Media Monitoring1. Social Media ROI history (thoughts and trend leaders)2. Tracking Word of Mouth (WOM) using Outreach, Engagement, Triage3. Tracking International Social Media (language and cultural barriers)4. Technology issues - Detailing how is does Social Media Monitoring work5. Social Intelligence - sifting data from web documents and constructing meaning6. Social Media Monitoring for Branding7. Social Media Monitoring for Public Relations8. Social Media Monitoring for Sales9. Social Media Monitoring for Advertising10. Determining the worth of Virtual Friends, Fans, Tweets, Tweeters, etc.Part 2: Data Inputs11. Constructing a Social Media Audit / Social Monitoring Audit12. Determine Social Media Assets/Inventory/Applications13. Building Social Media Scorecards14. Building Social Monitoring Scorecards (specializing by vertical or business type)Part 3: Deploying Social Media Monitoring and Action/Touch Points15. Planning your monitoring / content creation16. Develop and Deploy Social Media Outreach17. Social Media Funnel Conversion Visualizations18. Mashing up data from disparate sources (Web Analytics, Social Media Monitoring, Search/SEO, House Data, Geo-local data such as Foursquare & Twitter, Google Maps19. Case Studies20. Putting the results of Social Monitoring into plain language Management Understands21. Monitoring Tools and Technologies22. Monitoring Platform Briefs (my connections with vendors in the monitoring industry make this low hanging fruit but useful for the book).23. Evaluating and classifying a Social Monitoring Solution for your organizationPart 4: BRIEFS and Short Case Studies of SMM Platforms24. The Future of Social Media Monitoring - where is the field headingPart 5: Deploying Social Media Monitoring and Action/Touch Points25. Planning your monitoring / content creation26. Develop and Deploy Social Media Outreach27. Social Media Funnel Conversion Visualizations28. Mashing up data from disparate sources (Web Analytics, Social Media Monitoring, Search/SEO, House Data, Geo-local data such as Foursquare & Twitter, Google Maps29. Putting the results of Social Monitoring into plain languageNER(01): WOW
