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基本説明
邦訳：2011年・朝日新聞出版
Full Description
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.
Contents
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
