Social Media Metrics How to Measure and Optimize Your Marketing Investment

by Sterne, Jim; Scott, David Meerman

• ISBN13: 9780470583784
• ISBN10: 0470583789
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-04-05
• Publisher: Wiley

Summary

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.A shift in philosophy, a modification in strategy, and brand new metrics are the keys to marketing success in this interconnected world. While other books explain why social media is critical and how to go about participating, this book 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. Having more Twitter followers or Facebook friends than the competition might not result in value. Read this book to determine which social media efforts are working for you, where to allocate more social media resources, and 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 Standing is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

Author Biography

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 eMetrics Marketing Optimization Summit and cofounder of the Web Analytics Association.

Table of Contents

Foreword	p. x
Acknowledgments	p. xiii
Introduction: Getting Started-Understanding the Ground Rules	p. xv
Getting Focused-Identifying Goals	p. 1
Getting Attention-Reaching Your Audience	p. 15
Getting Respect-Identifying Influence	p. 51
Getting Emotional-Recognizing Sentiment	p. 77
Getting Response-Triggering Action	p. 105
Getting the Message-Hearing the Conversation	p. 123
Getting Results-Driving Business Outcomes	p. 163
Getting Buy-In-Convincing Your Colleagues	p. 199
Getting Ahead-Seeing the Future	p. 213
Appendix: Resources	p. 229
Index	p. 235
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