000			01823nam a2200217 4500
999			_c33457 _d33457
008			180522b xxu||||| |||| 00| 0 eng d
020			_a9780071824491
082			_a658.872 SP SO
100			_aSponder, Marshall _913921
245			_aSocial media analytics : _beffective tools for building, interpreting, and using metrics _cMarshall Sponder
260			_aNew York : _bMcGraw-Hill, _cc2012.
300			_axiv, 316 p. : _bill. ; _c23 cm.
505			_aThe 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.
520			_aPractically 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
650			_aInternet marketing _91603
650			_aSocial media _9877
650			_aMarketing research _9123
650			_aConsumer profiling _913922
650			_aOnline-Marketing _91606
942			_2ddc _cREGULAR