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Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics, by Marshall Sponder
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Align Strategy With Metrics Using Social Monitoring Best Practices
“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 analytics appropriately.â€â€•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.â€â€•Ryan Rasmussen, VP Research, Zócalo 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 social networks.â€â€•W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research
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.
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.
Product details
Paperback: 336 pages
Publisher: McGraw-Hill Education; 1 edition (December 13, 2013)
Language: English
ISBN-10: 0071824499
ISBN-13: 978-0071824491
Product Dimensions:
7 x 1.2 x 11.3 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
25 customer reviews
Amazon Best Sellers Rank:
#1,311,334 in Books (See Top 100 in Books)
As expected
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I have known Marshall for almost a year now, and had the privilege of meeting with him while he was writing this book to share my thoughts and experiences. As I've written already about the book "It's not enough just to listen to or monitor online voices anymore. The challenge of separating the influential signals from noise in the cacophony of voices across social and online communities is too hard to do manually or with traditional monitoring tools. Sponder's book makes compelling arguments for why listening intelligence matters and why marketing forevermore is becoming a blur of science and art, with measurement, analytics, and marketing intelligence having an increasingly critical role within the CMO's suite and boardroom."I strongly recommend this book for anyone looking for a practical / tactical guide to critical area of analytics.And if you are marketing,take Marshall's words to heart "Marketing [will take over] PR, and analytics will take over both" and read this book!Gary LeeCEO, mBLAST[...]"Use mPACT to find, listen to, and measure the voices impacting your market. "
The book is a great starting point if someone wants to know what is on the market at the moment.One of the true values for me is the methodology behind each tool/profile. These parts of the book made me think about the same issue/topic from a different prospective - which is a lead to new solution.Behind each tool is a lot of hours of research and thinking - this book lets you tap right into it!Also it helps to manage expectations from the product or analysis. Understanding how the results gathered helps you to ask right questions - therefore you will be able to find quality data.I can see myself reading it or parts of it a few times - there are plenty of 'gold nuggets' there!@vesna1313, Larisa Ishchenko
Marshall is one of the premier thinkers on Social Analytics - his book Social Media Analytics has helped my firm deepen our knowledge about the discipline, and create solid processes around how to approach, design and use social analytics to drive business results. The book helped us discover new tools and update our measurement frameworks - it is a must-read for everyone who claims to use social media for business value.
This book is informative and great techniques relating to analytics.
To the point and concise information to get anyone started in the field of social media strategy. I was able to use the book in developing social media program related materials for my organization
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