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Social media analytics : effective tools for building, interpreting, and using metrics / Marshall Sponder ; foreword by Avinash Kaushik.

By: Sponder, Marshall.
Material type: materialTypeLabelBookPublisher: New York : The Mcgraw-Hill Companies, c.2012Description: xiv, 316 p. : ill. ; 23 cm.ISBN: 0071768297 ; 9780071768290 .Subject(s): Internet marketing | Marketing research | Social media | | Business, Business Administration August2015 | Business, Business Administration January2016 | Business, Business Administration November2016DDC classification: 658.872
Contents:
The conundrum of social media: where's the ROI? -- Targeting your customers: using data to find your customer -- Tracking international: multicultural social media -- Online social intelligence: extracting signal from noise -- Friends, fans, and followers: determining their worth -- Influence: finding it and measuring it -- Scorecarding: collecting and understanding social media data -- Advanced social analytics: implementation and monitoring scorecards -- Going beyond monitoring: content creation and content tracking -- Monitoring tools and technologies: the limits of what we can collect -- Convergence: mashing up data from disparate sources -- Where we're going: the future of social media analytics.
Summary: Practically 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
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Item type Current location Collection Call number Vol info Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library
First floor
Baccah 658.872 SPO (Browse shelf) 3640 Available 000034499
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Index : p. 307-316.

Bibliography : p. 297-305.

The conundrum of social media: where's the ROI? -- Targeting your customers: using data to find your customer -- Tracking international: multicultural social media -- Online social intelligence: extracting signal from noise -- Friends, fans, and followers: determining their worth -- Influence: finding it and measuring it -- Scorecarding: collecting and understanding social media data -- Advanced social analytics: implementation and monitoring scorecards -- Going beyond monitoring: content creation and content tracking -- Monitoring tools and technologies: the limits of what we can collect -- Convergence: mashing up data from disparate sources -- Where we're going: the future of social media analytics.

Practically 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

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Social media analytics : by Sponder, Marshall. ©2012

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