Social Media Analytics: Effective Tools For Building, Interpreting, And Using Metrics

Align Strategy With Metrics Using Social Monitoring Best Practices. 'Marshall has provided much-needed discipline to our newest marketing frontier—a territory full of outlaws, medicine men, dot com tumbleweeds, and snake oil.' —Ryan Rasmussen, VP Research, Zócalo Group. 'Marshall Sponder stands apart from the crowd with this work. His case study approach, borne of real-world experience, provides the expert and the amateur alike with bibliography, tools, links, and examples to shortcut the path to bedrock successes.' —W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research. About the Book: 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 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 them. With Social Media Analytics, you’ll learn how to get supremely valuable information from this revolutionary new marketing tool. One of the most respected leaders in his field and a pioneer in Web analytics, Marshall Sponder shows how.