Social media analytics : effective tools for building, interpreting, and using metrics
Marshall Sponder
- New York : McGraw-Hill, c2012.
- xiv, 316 p. : ill. ; 23 cm.
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
9780071824491
Internet marketing Social media Marketing research Consumer profiling Online-Marketing