Social Media Metrics Secrets

Foreword xiRead This First xiiiPart I ADDRESSING THE SOCIAL DATA DILEMMA 1Chapter 1 Going Pro with Social Media 3Demystifying Social Media Metrics 5Graduating beyond Experimentation 12Moving beyond Counting Metrics 23Summary 27Chapter 2 Riding the Social Data Wave: Churning Data into Information 29Harnessing the Data Deluge 30Assembling a Panoramic Perspective 48Visualizing Information as Knowledge 54Establishing a Virtual Network Operations Center 67Summary 73Chapter 3 Activating Your Socially Connected Business 75Participating with a People-Centric Approach 76Organizing for Social Media 98Socializing Your Business 110Kick-Starting Your Social Media Metrics 111Summary 121Part II MANAGING SOCIAL MEDIA WITH ANALY TICS 123Chapter 4 Embracing Social Analytics 125Understanding the Discipline of Social Analytics 126Aligning Social Objectives with Corporate Goals 139Identifying Common Social Business Objectives 144Developing Key Performance Indicators 155Summary 160Chapter 5 Using the Social Analytics Framework 161Moving from Strategy to Execution 162Calculating Formulas for KPIs 172Communicating Results 188Summary 195Chapter 6 Deploying a Process of Continuous Optimization 197Optimizing Your Social Measurement Strategy 198Measuring the Unofficial Rules of Social Media Optimization 202Shifting Channels for Social Optimization 218Improving by Optimal Design 224Summary 227Part III FINDING THE BIG SOCIAL MEDIA PAYOFF 229Chapter 7 Tracking the Elusive ROI in Social Media 231Demonstrating Results in Dollars and Sense 232Smashing Your Marketing Funnel 251Recognizing Returns When You See Them 262Summary 266Chapter 8 Taking the Corporate Plunge 269Seeing the Social Technology Spectrum 270Choosing Your Social Analytics Vendor 282Evaluating Your Social Media Measurement Readiness 295Protecting Privacy at All Costs 300Summary 313Chapter 9 Planning for a Socially Networked Future 315Creating a Measurement Mentality 316Looking Ahead for the Next Big Trend 328Measuring the Most Important Metric: Impact 346Summary 350Index 351