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Social Media Metrics How to Measure and Optimize Your Marketing Investment

ISBN-10: 0470583789
ISBN-13: 9780470583784
Edition: 2010
List price: $19.99 Buy it from $3.00
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Description: Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a  More...

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Book details

List price: $19.99
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 4/16/2010
Binding: Hardcover
Pages: 272
Size: 6.25" wide x 9.00" long x 1.00" tall
Weight: 0.946

Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix.A shift in philosophy, a modification in strategy, and brand new metrics are the keys to marketing success in this interconnected world. While other books explain why social media is critical and how to go about participating, this book focuses on measuring the success of your social media marketing efforts.Success metrics in business are based on business goals where fame does not always equate to fortune. Having more Twitter followers or Facebook friends than the competition might not result in value. Read this book to determine which social media efforts are working for you, where to allocate more social media resources, and how to convince those who are afraid of "new things" that social media is a valuable business tool and not just a toy for the overly-wired.Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Standing is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

David Meerman Scott was born in 1961. He graduated from Kenyan College in 1983 with a B.A. degree in Economis. He started out working as a clerk on many Wall Street trading desks. He then went on to work in the on-line news and information business from 1985-2002. He was an executive at the electronic infoprmation division of Knight -Ridder from 1989-1995. He then moved to Boston and took a position with NewsEdge Corporation as the vice-president of marketing. His ideology about the new rules of marketing is that you can earn attention by publishing your way in on the web as opposed to buying advertising in mainstream media. He has authored several books on marketing including Inbound Marketing and Marketing Lessons from the Greatful Dead.

Foreword
Acknowledgments
Introduction: Getting Started-Understanding the Ground Rules
Getting Focused-Identifying Goals
Getting Attention-Reaching Your Audience
Getting Respect-Identifying Influence
Getting Emotional-Recognizing Sentiment
Getting Response-Triggering Action
Getting the Message-Hearing the Conversation
Getting Results-Driving Business Outcomes
Getting Buy-In-Convincing Your Colleagues
Getting Ahead-Seeing the Future
Appendix: Resources
Index

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