Social Media Metrics Secrets

Foreword xi
Read This First xiii
Part I ADDRESSING THE SOCIAL DATA DILEMMA 1
Chapter 1 Going Pro with Social Media 3
Demystifying Social Media Metrics 5
Graduating beyond Experimentation 12
Moving beyond Counting Metrics 23
Summary 27
Chapter 2 Riding the Social Data Wave: Churning Data intoInformation 29
Harnessing the Data Deluge 30
Assembling a Panoramic Perspective 48
Visualizing Information as Knowledge 54
Establishing a Virtual Network Operations Center 67
Summary 73
Chapter 3 Activating Your Socially Connected Business75
Participating with a People-Centric Approach 76
Organizing for Social Media 98
Socializing Your Business 110
Kick-Starting Your Social Media Metrics 111
Summary 121
Part II MANAGING SOCIAL MEDIA WITH ANALY TICS 123
Chapter 4 Embracing Social Analytics 125
Understanding the Discipline of Social Analytics 126
Aligning Social Objectives with Corporate Goals 139
Identifying Common Social Business Objectives 144
Developing Key Performance Indicators 155
Summary 160
Chapter 5 Using the Social Analytics Framework 161
Moving from Strategy to Execution 162
Calculating Formulas for KPIs 172
Communicating Results 188
Summary 195
Chapter 6 Deploying a Process of Continuous Optimization197
Optimizing Your Social Measurement Strategy 198
Measuring the Unofficial Rules of Social Media Optimization202
Shifting Channels for Social Optimization 218
Improving by Optimal Design 224
Summary 227
Part III FINDING THE BIG SOCIAL MEDIA PAYOFF 229
Chapter 7 Tracking the Elusive ROI in Social Media231
Demonstrating Results in Dollars and Sense 232
Smashing Your Marketing Funnel 251
Recognizing Returns When You See Them 262
Summary 266
Chapter 8 Taking the Corporate Plunge 269
Seeing the Social Technology Spectrum 270
Choosing Your Social Analytics Vendor 282
Evaluating Your Social Media Measurement Readiness 295
Protecting Privacy at All Costs 300
Summary 313
Chapter 9 Planning for a Socially Networked Future315
Creating a Measurement Mentality 316
Looking Ahead for the Next Big Trend 328
Measuring the Most Important Metric: Impact 346
Summary 350
Index 351