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How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI (Que Biz-Tech) Kindle Edition
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Most helpful customer reviews on Amazon.com
The book, in my opinion, qualifies academically as a supplementary reading for MBA level courses in social media marketing and social analytics. The recommendation is based on the following:
1) Nichole Kelly provides a complete guide to calculating ROI for brand awareness, lead generation and retention using real CRM software tools, analytics and practical approaches to building the case for social media adoption.
2) The book is well organized along the sales funnel as a syllabus format. This allows its use as a reference for measuring brand awareness, lead generation and retention as it is often rolled out in class.
3) This is perhaps the only book that deals head-on with the issue of convincing skeptical management of the merits of social media. But instead of copping out with return on influence, return on relationship, and other intangible excuses for not measuring ROI, Nichole shares her extensive consulting experiences with clients on how isolated, close-looped measurements can gradually convince the C-Suite that social media marketing is worth the investment.
4) Numerous up-to-date examples and cases are covered with “do it yourself” exercises that could be easily adopted for class projects.
Nichole Kelly gets into far more than just measuring social media. She also gives us here a textbook on how to use social media to maximize your return on investment.
She explains how social media aligns with the "sales funnel," and how it complements other activities that expose potential customers to your product or service, influences conversion, manages customer service, and improves customer retention. And then she discusses how to measure all of that activity and translate it into profit.
She speaks mostly to an audience of social media managers for larger corporations, and there is a lot of discussion about how to demonstrate and measure the usefulness of social media marketing to corporate executives. That part is not so relevant for my business, which manages social media marketing for dental offices, but it is still enormously helpful because she breaks down all the activity into discussions of profit and ROI. This book has prompted changes in how we manage our social media activities and report results to our clients, and has given us a leg up on our competition.
Overall, it is a good book, but I believe the presentation of material could be improved. I would encourage authors to think about instead of listing points after points, they can abstract book into fewer chapters. And for every chapter abstract some key points in turn, and then go into details. One can appreciate the details better after understanding the key points.