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| Foreword | |
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| Preface | |
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| Introduction | |
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| Ensuring Better Marketing and Organizational-Public Relationships (PR) | |
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| Essential Terms for Chapter 1 | |
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| What The Social Current Adds to Marketing and PR | |
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| From Persuasion to Conversation | |
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| The Social Current: Powering New Marketing and Excellent Organization-Public Relationships (PR) | |
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| Producing Authentic Organizations | |
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| Just the Beginning | |
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| Making Your Practice Perfect | |
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| Monitoring, Insights and Measurement: What We Learn from Social Media | |
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| Essential Terms for Chapter 2 | |
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| Finding the Perfect Tomato for Pasta Sauce: A Brief Primer on Purposes and Styles of Research | |
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| Three Key Areas of Listening in on Social Media Conversations | |
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| Gaining Feedback on Advertising to Improve Media Buys and Assist in Message Development | |
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| So, What Are You Waiting For? | |
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| Making Your Practice Perfect | |
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| Setting Objectives for Social Media Listening | |
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| Essential Term for Chapter 3 | |
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| Getting Started | |
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| Four Actions for Building a Great Social Media Listening Program: The ID2 Approach | |
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| Ease Your Way into Listening | |
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| The ID2 Approach for Our Five Organizations | |
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| Next Steps: Determine Where to Listen | |
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| Making Your Practice Perfect | |
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| Selecting the Best Social Media Monitoring Tools for Your Organization | |
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| Essential Terms for Chapter 4 | |
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| Buying Factors | |
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| Evaluating the Right Listening Tools for Your Organization | |
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| Filling in the Gaps: Free Social Search and Analytics Tools | |
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| Human Versus the Machine: A Word on Automated Analysis | |
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| Set Your Non-Negotiables | |
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| Next Steps: Set Up Search Keywords | |
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| Case Study 4.1 Selecting Viralheat as the Tool of Choice for the Direct Marketing Educational Foundation (DMEF) | |
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| Making Your Practice Perfect | |
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| Setting Up Your Search Keywords | |
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| Essential Terms for Chapter 5 | |
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| What is Boolean Search? | |
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| Setting up Search Terms to Find Conversations Around a Brand, Industry or Concept | |
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| Tracking Competitors and Industry Keywords | |
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| Sample Keyword Lists | |
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| Next Steps: Set up Alert Keywords and Subcategories to Track Opportunities and Threats | |
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| How Perceptions Around Specific Words Help a Company Launch a New Line | |
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| Making Your Practice Perfect | |
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| Social Media Analysis | |
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| Essential Terms for Chapter 6 | |
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| The Pitfalls of Automated Analysis | |
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| The Pitfalls of Human Analysis | |
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| Finding the Balance Between the Human and the Machine | |
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| Creating a Representative Sample Set of Social Media Posts | |
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| Creating a Random Sample Set | |
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| Getting Started with Content Analysis | |
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| Tagging Social Articles for Context | |
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| Tagging Social Articles for Sentiment | |
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| Tagging Sentiment by Topic | |
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| Tagging Sentiment for Coupon Posts | |
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| Diving Back into the Data | |
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| Tying Social Analysis to Other Research and Data Points | |
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| SWOT Analysis | |
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| Program Measurement | |
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| Benchmarking and Ongoing Reporting | |
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| Setting S.M.A.R.T. Goals | |
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| Tying Goals to Specific Metrics | |
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| Begin by Analyzing and Optimizing Your Own Content | |
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| Strategic Listening Versus Tactical Listening | |
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| How the "World's Most Valuable Social Network" Uses Sysomos Heartbeat to Find Missing Children | |
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| Making Your Practice Perfect | |
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| Finding Potential Influencers for Your Organization or Industry | |
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| Essential Term for Chapter 7 | |
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| Identifying Potential Influencers | |
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| Identifying Relevant Blogs | |
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| Think Outside the Box | |
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| Qualifying Outlets for Relevance | |
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| Content Relevance | |
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| Why Research Matters | |
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| Helping a U.S. Food Company to Understand What Consumers Really Want | |
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| A New Online Sports Video Channel Learns How to Create Engaging Content and Promote Its Launch to Social Influencers | |
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| Making Your Practice Perfect | |
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| Presenting Your Findings | |
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| Essential Term for Chapter 8 | |
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| Data Can Lie | |
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| Loudpixel Creates Infographics Around Trending Topics in Social Media to Position Itself as a Market Leader | |
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| Making Your Practice Perfect | |
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| Using Benchmark Reporting to Identify Potential Opportunities and Threats | |
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| Essential Terms for Chapter 9 | |
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| Tracking Potential Customer Service Issues | |
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| Don't Sound the Alarm Bells Right Away | |
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| Extra Point: Free Tools for Small Business Monitoring | |
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| Omnigon Communications and Comedy Central Team Up To Make the Charlie Sheen Roast a Social Event | |
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| The Chicago Cubs Launch a Social Media Monitoring Program to Engage with Fans | |
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| Loudpixel Works with a Global Brand to Identify | |
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| Trending Topics for On-the-Fly Media Opportunities Making Your Practice Perfect | |
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| Conclusion | |
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| About the Authors | |
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| Index | |