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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 SO
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 Home library Call number Status Notes Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection
658.872 SP SO (Browse shelf) Available may2018 T0058879
Total holds: 0

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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