- Paperback: 384 pages
- Publisher: John Wiley & Sons; 1 edition (27 July 2011)
- Language: English
- ISBN-10: 0470936274
- ISBN-13: 978-0470936276
- Product Dimensions: 18.8 x 2 x 23.6 cm
- Amazon Bestsellers Rank: 1,540,041 in Books (See Top 100 in Books)
- See Complete Table of Contents
Social Media Metrics Secrets Paperback – 27 Jul 2011
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From the Back Cover
When you open this book, you′ll feel as though you′re sitting down with an expert who is disclosing rare information about social media metrics. Expert John Lovett taps into his years of training and experience to reveal insider tips, strategies, and secrets for navigating the complex ecosystem of social media metrics. Examples of first–hand case studies demonstrate how to apply measurement to evaluate the impact of social media channels, and additional material shows you how to optimize social media programs based on the results of Social Analytics.
The Insider′s Guide to:
Identifying social media metrics that matter
Measuring Audience, Activity, and Actions
Building a social network operations center
Activating social media across the enterprise
Using the Social Analytics Framework
Executing a process of continuous optimization
Tracking and measuring your return on investment
Planning for a socially networked future
The Secrets series reveals:
Authoritative information in highlighted areas
Exceptional advice in the margin notes
Unique insight from years of author experience
Rarely revealed tips and techniques
Invaluable shortcuts and workarounds
Insider TipsTips, tricks, and secrets for quantifying social media success
Valuable InsightsEye–opening strategies for moving beyond "counting metrics" to "business value metrics"
Unbeatable AdviceReal–world solutions for developing a scalable framework for social media measurement
About the Author
John Lovett is a veteran industry analyst and expert consultant who has spent the past decade helping organizations to understand and measure their digital marketing activities. As a Senior Partner at Web Analytics Demystified, Lovett regularly consults with leading vendors and enterprises to offer strategic guidance for building innovative digital measurement programs. His deep industry knowledge and thought leadership help businesses transcend mediocrity using analytics. Lovett is the co–founder of the Analysis Exchange and sits on the Board of Directors for the Web Analytics Association.
Most Helpful Customer Reviews on Amazon.com (beta)
The book seems to me to be directly aimed at people working in a Fortune 1000 firm (or even better Fortune 100) where they "know about" social media and probably even have some campaigns/projects in process who want to learn how to create a sustainable long term strategy for social media. One where upper management will continue to fund the efforts because they see results (and not just more immediate customers). If you are in this category, this book is probably a 5-star.
But if you are interested in the here-and-now a bit more, I don't think this is the ideal book. The author suggests a book to read before his if you are new to social media, but it was published in 2010 which is an eternity ago in the web world. So I'm still looking for a Social Media Analytics book for the "rest of us" :-)
The author analyzes the more important characteristics of the marketing on-line and provides us an objective valutations. This book in fact gives us a rich source of informations of uderstanding the importance of those flows, but it stops his action when the mathematics role is too relevant.
The opinion of the author is that the creativity can't be measured exactly.
Social Media Metrics Secrets gives a solid background on what are relevent metrics to be tracking for your social media campaigns. John Lovett takes traditional marketing metrics and applies them to the world of social media. An understanding of metric driven business management (business point of view vs. social media view) will make the book more valuable to the reader. As Jack Welsh said, "if you cannot measure, you cannot improve it".
The book has three parts:
1: Addressing the ocial data dilemma
Chapter 1: Going Pro with Social Media
Chapter 2: Riding the social data wave: churning data into information
Chapter 3: Activating your socially connected business
2: Managing social media with analytics
Chapter 4: Embracing social analytics
Chapter 5: Using the social analytics framework
Chapter 6: Deploying a process of continuous optimization
3: Finding the big social media payoff
Chapter 7: Tracking the elusive ROI in social media
Chpater 8: Taking the Corporate plunge
Chapter 9: Planning for a socially networked future
Social media is a complex and messy world. But, it can be very helpful to a business but you must impose a solid framework of how you will use social media. It is very easy to get sucked into buzz generating thinking it is helping your bottom-line....which is rarely true. You need to understand what factors you can measure, how to combine them into useful analytical information. Otherwise, you could spend a lot of money for little return or even damage your brand unknowingly.
This is book is a good introduction from the business perspective why and how social media is useful to a business with a clear list of actionable items to work from as you move forward.
The book also covers a range of topics that are adjacent to the core mechanics of social media measurement -- eloquently articulating the social media imperative (if you are a marketer who still doubts whether the phenomenon is "real" and need further convincing), explaining how and why the "marketing funnel" is broken (it really always has been...but social media has really brought that to light and made the funnel paradigm an unworkable construct), assessing how businesses are fundamentally changing the ways they operate and interact with consumers, and even sounding a cautionary note when it comes to consumer privacy.
It's not a book to sit down and skim in an evening (although it is nicely modularized so that individual chapters can stand alone), but, rather, one to sit down and read with a highlighter, a pen, and a notepad, and Post-it flags for key pages (or...a Kindle and digital note-taking devices...but this review is for the paperback version!).