Social media analytics : effective tools for building, intrepreting, and using metrics

• Main Author: Sponder, Marshall (Author)
• Format: Book
• Language: English
• Published: New York : McGraw-Hill, c2012
• Subjects: internetový marketing > ekonomické aspekty; sociální média > ekonomické aspekty; marketingový výzkum; spotřebitelé; ekonomická efektivnost; měření; Internet marketing > economic aspects; social media > economic aspects; marketing research; consumers; economic efficiency; measurement; monografie; případové studie; monographs; case studies
• ISBN: 9780071768290 0-07-176829-7
• Physical Description: xiv, 316 s. : il., mapy ; 24 cm

Table of Contents:

• 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