Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics

Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics

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Align Strategy With Metrics Using Social Monitoring Best Practices

“Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately.”
—Paul Holmes, The Holmes Report

“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. This is a reference work for anyone who wants to explore the potential of social networks.”
—W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research

“Marshall is a solutions design genius of unparalleled knowledge and acumen, and when he applies himself to the business of social media, the result is a timely and important commentary on the state of research capabilities for social media.”
—Barry Fleming, Director, Analytics & Insights, WCG, and Principal, DharmaBuilt.com

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 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 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 to:

  • Choose the best social media platforms for your needs
  • Set up the right processes to achieve your goals
  • Extract the hidden meaning from all the data you collect
  • Quantify your results and determine ROI

Filled with in-depth case studies from a range of industries, along with detailed reviews of several social-monitoring platforms, Social Media Analytics takes you beyond “up-to-date” and leads you well into the future—and far ahead of your competition. You will learn how to use the most sophisticated methods yet known to find customers, create relevant content (and track it), mash up data from disparate sources, and much more. Sponder concludes with an insightful look at where the field will likely be going during the next few years.

Whether your social media marketing efforts are directed at B2B, B2C, C2C, nonprofit, corporate, or public sector aims, take them to the next step with the techniques, strategies, and methods in Social Media Analytics—the most in-depth, forward-looking book on the subject.

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  1. B. Tripathi says:
    2 of 2 people found the following review helpful
    5.0 out of 5 stars
    If you’re serious about social media, then this is the book!, September 12, 2011
    By 
    B. Tripathi (Chicago, IL) –
    (REAL NAME)
      

    Amazon Verified Purchase(What’s this?)
    This review is from: Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics (Hardcover)

    So much is written about social media these days that i honestly feel there is an information overload. But most of the information we come across are recycled articles or straight copy and paste function from one blog to another. I mean seriously what does it take to call yourself a “social media guru” these days? Not much really. That said, very few people give honest answers when asked about social media without falling into any of the guru traps. Marshall Sponder is one of them as i found this book an honest assessment and commentary on the state of social media analytics. There are no loud predictions or “i told you so” statements instead what you get is honest answers based on market data. That is the kind of books i like to read where you get honest answers from the authors and not some “in the cloud” type of answers. I loved reading chapter 3 on Multicultural social media tracking where the author talks about solutions that does that kind of tracking. Trust me, it is very critical especially if your social media teams are spread across the globe. Another favorite chapter was chapter 5 on “Determining the worth of fans and followers”. That for me was spot on as we really need to understand the value of each fan on Facebook or Follower on Twitter. Acquiring Fans and Followers is like a crazy arms race inside companies with executives taking this as the number one metric to gauge the performance of social media efforts. Marshall Sponder does an excellent assessment and paints the right picture for us. There are also some great chapters on Data convergence that i enjoyed reading.
    All in all, Marshall Sponder did a great job of taking a concept and breaking it down into easy to understand language. Overall the book does a great job of presenting viewpoints, discussing strategies, and tips on social media execution. I give this book 5 star. A Must Read!!!

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  2. Eric Kramer says:
    2 of 2 people found the following review helpful
    4.0 out of 5 stars
    A timely wake-up call, great insights, August 16, 2011
    By 
    Eric Kramer (Cincinnati, OH) –

    This review is from: Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics (Hardcover)

    Marshall Sponder is a passionate thought leader who consistently asks the right questions and never holds back his views for anyone. Having been an avid reader of WebMetricsGuru.com for years, I highly value Marshall’s opinion and proven expertise in the field. This book comes at just the right time and doesn’t overextend itself at all. It provides a much needed wake-up call for both the skeptical gatekeepers and shiny-object bandwagon riders. Additionally, it is a great place to start for those just looking to jump headfirst into measuring the effectiveness of emerging technologies.

    Providing in-depth case studies with well-articulated examples, Marshall showcases why the real power exists in the minds of the analysts rather than simply the tools being utilized. He shares his best practices for how to identify the precise data to pull, filter out the signal from the noise, and extract the relevant intelligence aligned with strategic/business objectives. He thoroughly examines some current challenges facing this dynamic frontier and offers his predictions on the future state of affairs with adequate rationale. The age of the Chief Analytics Officer is rapidly approaching and it is critical to be prepared for the evolving landscape.

    With a detailed account of several prominent tools as well as some lesser known players, Marshall conveys the importance of crafting a tailored approach for the task at hand and empowers you to sift through the false claims of vendor sales pitches. This includes valuable methodologies for everyone from heavy enterprise users to SMBs.

    A very easy read, I strongly recommend this book to anyone looking to remain relevant when it comes to digital strategy. It is much less of a how-to guide and probably more of an eye-opener for most. Having been deeply engrossed in social media monitoring and measurement for years, this book really helped to validate my understanding of the space as well as spark new ideas to explore.

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  3. ebellaff says:
    2 of 2 people found the following review helpful
    5.0 out of 5 stars
    A highly informative and enjoyable book, August 1, 2011
    By 

    This review is from: Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics (Hardcover)

    As someone who is fairly new to the subject and wants to get involved in working with social media analytics, I found this book to be a perfect starting point of reference. It is well laid out into chapters that offer a full spectrum of things that need to be considered when forming a plan of action. The specific tools which are described for working with data and the many case studies examined are excellent and offer further food for thought. The book is written in easy to understand language and the author has an obvious passion for the subject. He has clearly devoted a tremendous amount of time to understanding these largely uncharted waters to have written such a groundbreaking book. I really enjoyed and appreciated reading Social Media Analytics.

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