商品簡介
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.
作者簡介
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. For more information, please visit JimSterne.com.
目次
Foreword.
Acknowledgments.
Introduction: Getting Started—Understanding the Ground Rules.
Chapter 1 Getting Focused—Identifying Goals.
Chapter 2 Getting Attention—Reaching Your Audience.
Chapter 3 Getting Respect—Identifying Influence.
Chapter 4 Getting Emotional—Recognizing Sentiment.
Chapter 5 Getting Response—Triggering Action.
Chapter 6 Getting the Message—Hearing the Conversation.
Chapter 7 Getting Results—Driving Business Outcomes.
Chapter 8 Getting Buy-In—Convincing Your Colleagues.
Chapter 9 Getting Ahead—Seeing the Future.
Appendix: Resources.
Index.
