Social media analytics : effective tools for building, interpreting, and using metrics
By: Sponder, Marshall
Material type: BookPublisher: New York : McGraw-Hill, c2012.Description: xiv, 316 p. : ill. ; 23 cm.ISBN: 9780071824491Subject(s): Internet marketing | Social media | Marketing research | Consumer profiling | Online-MarketingDDC classification: 658.872 SP SOItem type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.872 SP SO (Browse shelf) | Available | may2018 | T0058879 |
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