Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics

by Sponder, Marshall

• ISBN13: 9780071768290
• ISBN10: 0071768297
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-07-19
• Publisher: McGraw-Hill

Summary

The tools for measuring socia-media marketing ROI - and aligning results with business strategy

Table of 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 Monitoring
1. Social Media ROI history (thoughts and trend leaders)
2. Tracking Word of Mouth (WOM) using Outreach, Engagement, Triage
3. Tracking International Social Media (language and cultural barriers)
4. Technology issues – Detailing how is does Social Media Monitoring work
5. Social Intelligence – sifting data from web documents and constructing meaning
6. Social Media Monitoring for Branding
7. Social Media Monitoring for Public Relations
8. Social Media Monitoring for Sales
9. Social Media Monitoring for Advertising
10. Determining the worth of Virtual Friends, Fans, Tweets, Tweeters, etc.
Part 2: Data Inputs
11. Constructing a Social Media Audit / Social Monitoring Audit
12. Determine Social Media Assets/Inventory/Applications
13. Building Social Media Scorecards
14. Building Social Monitoring Scorecards (specializing by vertical or business type)
Part 3: Deploying Social Media Monitoring and Action/Touch Points
15. Planning your monitoring / content creation
16. Develop and Deploy Social Media Outreach
17. Social Media Funnel Conversion Visualizations
18. Mashing up data from disparate sources (Web Analytics, Social Media Monitoring, Search/SEO, House Data, Geo-local data such as Foursquare & Twitter, Google Maps
19. Case Studies
20. Putting the results of Social Monitoring into plain language Management Understands21. Monitoring Tools and Technologies
22. 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 organization
Part 4: BRIEFS and Short Case Studies of SMM Platforms
24. The Future of Social Media Monitoring – where is the field heading
Part 5: Deploying Social Media Monitoring and Action/Touch Points
25. Planning your monitoring / content creation
26. Develop and Deploy Social Media Outreach
27. Social Media Funnel Conversion Visualizations
28. Mashing up data from disparate sources (Web Analytics, Social Media Monitoring, Search/SEO, House Data, Geo-local data such as Foursquare & Twitter, Google Maps
29. Putting the results of Social Monitoring into plain language