How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI

How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI

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by Nichole Kelly
     
 

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Your 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business Metrics—Painlessly

Think social marketing is worth it? Prove it. If your boss hasn’t demanded that yet, he will. Then what? Hand him some jive about “return on conversation”? Think that’ll fly? You’ll be gone so fast you

Overview

Your 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business Metrics—Painlessly

Think social marketing is worth it? Prove it. If your boss hasn’t demanded that yet, he will. Then what? Hand him some jive about “return on conversation”? Think that’ll fly? You’ll be gone so fast you won’t know what hit you. You know damn well what your boss cares about: Sales Volume. Costs. Revenue. This book will help you measure all that: credibly, accurately, and in drill-down detail.

Bet you can’t wait to see his face when you walk in with metrics that stand up to his most brutal questions. We’re not just talking about getting “buy-in” or begging for your proverbial “seat at the table.” We are talking about numbers that make careers. This book will prove your indispensability to even the most clueless executive in your company.

Here’s the best part: It’s not hard. You won’t need to become a math nerd. The tools are cheap (or free), and you’re probably sitting on most of the data. This book will give you everything else, including simple step-by-step techniques for creating measurable strategies and getting the data to prove they deliver. You’ll also get super helpful hands-on exercise worksheets where you can jot down your answers and notes. Nichole Kelly has been refining this stuff for 14 years. She’s helped hundreds of marketers prove their value to bosses and boardrooms. Now it’s your turn.

If you’re a marketer or agency pro, this is a game you have to play. Win it.

Reliable answers to questions like:

  • How much revenue did our activities on social media platforms generate this month?
  • Are social media prospects more likely to convert to customers?
  • Which status update delivered the highest conversion rate?
  • How long do we retain new social media customers?
  • Do they spend more or less than customers from other channels?
  • Do they make repeat purchases more often than other customers?
  • And much more…

 

Product Details

ISBN-13:
9780133099829
Publisher:
Pearson Education
Publication date:
10/10/2012
Series:
Que Biz-Tech
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
256
File size:
20 MB
Note:
This product may take a few minutes to download.

Meet the Author

Nichole Kelly is a pioneer in making social marketing efforts consistently profitable, measurable, and accountable. She is the president of SME Digital, the digital agency division of Social Media Explorer, and has worked for companies of all sizes, from Signs By Tomorrow-USA to Sherwin-Williams, Deutsche Bank Alex.Brown to The Federal Reserve Bank. Kelly runs the No-Fluff Social Media Measurement Boot Camp and has spoken at leading events including Dreamforce, B2B Summit, BlogWorld, Social Fresh, SocialTech, Inbound Marketing Summit, Exploring Social, Marketing Profs University, Small Business Success Summit, and the Social Media Success Summit. She writes about social media measurement for two of Ad Age’s top 30 marketing blogs, Social Media Examiner and Social Media Explorer.

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How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI 5 out of 5 based on 0 ratings. 1 reviews.
Tunguz More than 1 year ago
I am a huge fan of social media and use it constantly for promoting my content and personal brand. Social media is a multifaceted beast, and there are as many uses of it as there are people who engage with it. For companies and other organizations it has been a very mixed bag. For the most part they’ve struggled to understand how social media can help them with the traditional marketing objectives – brand exposure, lead generation, conversion, etc. There are currently hundreds of books out there that try to teach you about social media, but most of them are more fluff then substance. This is decidedly not the case with “How to Measure Social Media.” It is by far the most substantive and to-the-point book on the subject that I’ve come across.  Most of the book deals with the rationale and the effectiveness of various approaches to the social media. It explains very clearly how to go about your goals and how to persuade the executive team in your company to approve and invest in various forms of social media marketing. I found the last couple of chapters very useful in particular as they give examples of various software packages and services that can help you with your social media strategies. Most of these are geared towards the use by large corporations, but there is also a chapter on how to use a particular low-cost alternative. The book is very critical of various aspects of these services, and it tries to give you the best information on what really works for your social media purposes.  This book is clearly geared towards the use of social media for in large businesses. I would have liked more info on the use with small businesses, non-profit organizations, or individuals who are trying to build their own social brand. Some of the insights and techniques in this book can be extrapolated to those situations as well, but for the most part they would be an overkill.  If you are involved with the marketing strategy for a medium to a large company then this book is a must. Today you cannot afford to ignore the social media, nor can you afford to experiment and improvise with the social media strategy. This book will provide you with important insights and ideas that will greatly help you and your company with devising a measurable social media strategy.