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Format: Inbunden (Hardback)
Språk: Engelska
Antal sidor: 272
Utgivningsdatum: 2010-04-16
Upplaga: 1
Förlag: John Wiley & Sons Inc
Medarbetare: Scott, David Meerman (foreword)
Illustrationer: Charts: 9 B&W, 0 Color; Screen captures: 31 B&W, 0 Color; Tables: 4 B&W, 0 Color; Graphs
Dimensioner: 244 x 143 x 25 mm
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Antal komponenter: 1
Komponenter: 414:B&W 6 x 9 in or 229 x 152 mm Case Laminate on White w/Matte Lam
ISBN: 9780470583784

Social Media Metrics

How to Measure and Optimize Your Marketing Investment

av Jim Sterne

Inbunden, Engelska, 2010-04-16

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The only guide devoted exclusively to social media metrics 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. While other books explain why social media is critical and how to go about participating, Social Media Metrics 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. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media 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 Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

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JIM STERNE produced the worlds first Marketing on the Internet seminar series in 1994. Today, Sterne is an internationally known speaker on digital marketing and customer interaction and a consultant to Fortune 500 companies and Internet entrepreneurs. He is founder of the eMetrics Marketing Optimization Summit and cofounder of the Web Analytics Association. For more information, please visit JimSterne.com.

Foreword x Acknowledgments xiii Introduction: Getting StartedUnderstanding the Ground Rules xv Chapter 1 Getting FocusedIdentifying Goals 1 Chapter 2 Getting AttentionReaching Your Audience 15 Chapter 3 Getting RespectIdentifying Influence 51 Chapter 4 Getting EmotionalRecognizing Sentiment 77 Chapter 5 Getting ResponseTriggering Action 105 Chapter 6 Getting the MessageHearing the Conversation 123 Chapter 7 Getting ResultsDriving Business Outcomes 163 Chapter 8 Getting Buy-InConvincing Your Colleagues 199 Chapter 9 Getting AheadSeeing the Future 213 Appendix: Resources 229 Index 235