TY - BOOK AU - Sterne,Jim TI - Social media metrics: how to measure and optimize your marketing investment T2 - The new rules of social media series SN - 9780470583784 U1 - 658.872 ST SO PY - 2010/// CY - Hoboken, N.J. PB - John Wiley KW - Internet marketing KW - Social media KW - Economic aspects KW - Marketing research KW - Online social networks N1 - Includes bibliographical references and index; Getting focused : identifying goals -- Getting attention : reaching your audience -- Getting respect : identifying influence -- Getting emotional : recognizing sentiment -- Getting response : triggering action -- Getting the message : hearing the conversation -- Getting results : driving business outcomes -- Getting buy-in : convincing your colleagues -- Getting ahead : seeing the future N2 - A guide devoted exclusively to social media metrics. 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. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts UR - http://ezproxy.uow.edu.au/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=cat03332a&AN=uow.b2521522 ER -