Social Current Monitoring and Analyzing Conversations in Social Media

ISBN-10: 1933199423

ISBN-13: 9781933199429

Edition: N/A

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Description:

It seems like everyone is using social media. But if you are in business, how do you know that your time, energy, and expenses are paying off? There have been few answers until now—until Monitoring and Measuring Social Media. It provides simple, easy-to-use formulas for getting the most out of your social media investment.
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Book details

List price: $25.25
Publisher: Racom Communications
Publication date: 6/3/2013
Binding: Paperback
Pages: 160
Size: 6.25" wide x 9.00" long x 0.50" tall
Weight: 0.682
Language: English

Siarto is a social media consultant specializing quantitative methodologies applied to media management and measurement. She also teaches in the Communications Department of Michigan State University.

Richard Cole is head of the Communications Department at Michigan State University.

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