Align Strategy With Metrics Using Social Monitoring Best
"Two or three years from now, every public relations firm that
wants to be taken seriously in the C-suite and/or a lead marketing
role will have someone like Marshall in its senior leadership
ranks, a chief analytics officer responsible for ensuring that
account leaders think more deeply about analytics and that thfirm
works with the best available outside suppliers to integrate
--Paul Holmes, "The Holmes Report"
"Marshall has provided much-needed discipline to our newest
marketing frontier--a territory full of outlaws, medicine men, dot
com tumbleweeds, and snake oil."
--Ryan Rasmussen, VP Research, Zocalo Group
"Marshall Sponder stands apart from the crowd with this work.
His case study approach, borne of real-world experience, provides
the expert and the amateur alike with bibliography, tools, links,
and examples to shortcut the path to bedrock successes. This is a
reference work for anyone who wants to explore the potential of
--W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet
"Marshall is a solutions design genius of unparalleled knowledge
and acumen, and when he applies himself to the business of social
media, the result is a timely and important commentary on the state
of research capabilities for social media."
--Barry Fleming, Director, Analytics & Insights, WCG, and
About the Book
Practically overnight, social media has become a critical tool
for every marketing objective--from outreach and customer relations
to branding and crisis management. For the most part, however, the
data collected through social media is just that: data. It usually
seems to hold little or no meaning on which to base business
decisions. But the meaning is there . . . "if" you're applying the
right systems and know how to use them.
With "Social Media Analytics," you'll learn how to get supremely
valuable information from this revolutionary new marketing tool.
One of the most respected leaders in his field and a pioneer in Web
analytics, Marshall Sponder shows how to: Choose the best social
media platforms for your needs Set up the right processes to
achieve your goals Extract the hidden meaning from all the data you
collect Quantify your results and determine ROI
Filled with in-depth case studies from a range of industries,
along with detailed reviews of several social-monitoring platforms,
"Social Media Analytics" takes you beyond "up-to-date" and leads
you well into the future--and far ahead of your competition. You
will learn how to use the most sophisticated methods yet known to
find customers, create relevant content (and track it), mash up
data from disparate sources, and much more. Sponder concludes with
an insightful look at where the field will likely be going during
the next few years.
Whether your social media marketing efforts are directed at B2B,
B2C, C2C, nonprofit, corporate, or public sector aims, take them to
the next step with the techniques, strategies, and methods in
"Social Media Analytics"--the most in-depth, forward-looking book
on the subject.
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