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9780071824491
658.872 SP SO
Sponder, Marshall
13921
Social media analytics :
effective tools for building, interpreting, and using metrics
Marshall Sponder
New York :
McGraw-Hill,
c2012.
xiv, 316 p. :
ill. ;
23 cm.
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
Internet marketing
1603
Social media
877
Marketing research
123
Consumer profiling
13922
Online-Marketing
1606
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UOWD
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2018-04-16
Kinokuniya
116.96
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658.872 SP SO
T0058879
2022-01-06
2021-11-22
2017-12-10
REGULAR
may2018
KINOKUNIYA# 4DEC