Social Media Metrics Secrets

Invaluable advice on analyzing and measuring the effects of social media Do you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media. Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics.

Invaluable advice on analyzing and measuring the effects ofsocial mediaDo you wish you could sit down with an expert to figure outwhether or not your social media initiatives are working? WithSocial Media Metrics Secrets, you can! Expert John Lovett taps intohis years of training and experience to reveal tips, tricks, andadvice on how to analyze and measure the effects of social mediaand gauge the success of your initiatives. He uses mini casestudies to demonstrate how to manage social operations with processand technology by applying key performance indicators, andassessing the business value of social media.* Highlights how social media can impact all aspects of yourbusiness and transform the way you quantify successful interactionswith customers* Shares innovative techniques for managing the massive volume ofsocial analytics data by putting data to work in ways thatcontribute to your organizational goals* Details techniques for adopting a Social Analytics Frameworkfor understanding evolving consumer behavior necessary to competein a socially networked futureWritten in a conversational tone, Social Media MetricsSecrets goes behind the scenes to present you with unbeatableadvice and unparalleled insight into social media metrics.

Foreword xiRead This First xiiiPart I ADDRESSING THE SOCIAL DATA DILEMMA 1Chapter 1 Going Pro with Social Media 3Demystifying Social Media Metrics 5Graduating beyond Experimentation 12Moving beyond Counting Metrics 23Summary 27Chapter 2 Riding the Social Data Wave: Churning Data intoInformation 29Harnessing the Data Deluge 30Assembling a Panoramic Perspective 48Visualizing Information as Knowledge 54Establishing a Virtual Network Operations Center 67Summary 73Chapter 3 Activating Your Socially Connected Business75Participating with a People-Centric Approach 76Organizing for Social Media 98Socializing Your Business 110Kick-Starting Your Social Media Metrics 111Summary 121Part II MANAGING SOCIAL MEDIA WITH ANALY TICS 123Chapter 4 Embracing Social Analytics 125Understanding the Discipline of Social Analytics 126Aligning Social Objectives with Corporate Goals 139Identifying Common Social Business Objectives 144Developing Key Performance Indicators 155Summary 160Chapter 5 Using the Social Analytics Framework 161Moving from Strategy to Execution 162Calculating Formulas for KPIs 172Communicating Results 188Summary 195Chapter 6 Deploying a Process of Continuous Optimization197Optimizing Your Social Measurement Strategy 198Measuring the Unofficial Rules of Social Media Optimization202Shifting Channels for Social Optimization 218Improving by Optimal Design 224Summary 227Part III FINDING THE BIG SOCIAL MEDIA PAYOFF 229Chapter 7 Tracking the Elusive ROI in Social Media231Demonstrating Results in Dollars and Sense 232Smashing Your Marketing Funnel 251Recognizing Returns When You See Them 262Summary 266Chapter 8 Taking the Corporate Plunge 269Seeing the Social Technology Spectrum 270Choosing Your Social Analytics Vendor 282Evaluating Your Social Media Measurement Readiness 295Protecting Privacy at All Costs 300Summary 313Chapter 9 Planning for a Socially Networked Future315Creating a Measurement Mentality 316Looking Ahead for the Next Big Trend 328Measuring the Most Important Metric: Impact 346Summary 350Index 351