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Social Media Metrics: How to Measure and Optimize Your Marketing Investment

Social Media Metrics: How to Measure and Optimize Your Marketing Investment


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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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Product Details

ISBN-13: 9780470583784
Publisher: Wiley
Publication date: 04/05/2010
Series: New Rules Social Media Series , #3
Pages: 272
Product dimensions: 6.20(w) x 9.10(h) x 1.00(d)

About the Author

Jim Sterne produced the world's first "Marketing on the Internet" seminar series in 1994. Today, Sterne is an internationally known speaker on digital marketing and customer interaction and aconsultant to Fortune 500 companies and Internet entrepreneurs. He is founder of the eMetrics Marketing Optimization Summit and cofounder of the Web Analytics Association.
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Table of Contents

Foreword x

Acknowledgments xiii

Introduction: Getting Started-Understanding the Ground Rules xv

Chapter 1 Getting Focused-Identifying Goals 1

Chapter 2 Getting Attention-Reaching Your Audience 15

Chapter 3 Getting Respect-Identifying Influence 51

Chapter 4 Getting Emotional-Recognizing Sentiment 77

Chapter 5 Getting Response-Triggering Action 105

Chapter 6 Getting the Message-Hearing the Conversation 123

Chapter 7 Getting Results-Driving Business Outcomes 163

Chapter 8 Getting Buy-In-Convincing Your Colleagues 199

Chapter 9 Getting Ahead-Seeing the Future 213

Appendix: Resources 229

Index 235

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