Social Media Metrics Secrets E-Book

John Lovett

• Herausgeber: John Wiley & Sons
• Kategorie: Wissenschaft und neue Technologien
• Serie: Secrets
• Sprache: Englisch

Seitenzahl: 609

Veröffentlichungsjahr: 2011

Beschreibung

Invaluable advice on analyzing and measuring the effects of social media Do you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media. * Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers * Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals * Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics.

Leseprobe

Table of Contents

Cover

Part I: Addressing the Social Data Dilemma

Chapter 1: Going Pro with Social Media

Demystifying Social Media Metrics

Graduating Beyond Experimentation

Moving Beyond Counting Metrics

Summary

Chapter 2: Riding the Social Data Wave: Churning Data into Information

Harnessing the Data Deluge

Assembling a Panoramic Perspective

Visualizing Information as Knowledge

Establishing a Virtual Network Operations Center

Summary

Chapter 3: Activating Your Socially Connected Business

Participating with a People-Centric Approach

Organizing for Social Media

Socializing Your Business

Kick-Starting Your Social Media Metrics

Summary

Part II: Managing Social Media with Analytics

Chapter 4: Embracing Social Analytics

Understanding the Discipline of Social Analytics

Aligning Social Objectives with Corporate Goals

Identifying Common Social Business Objectives

Developing Key Performance Indicators

Summary

Chapter 5: Using the Social Analytics Framework

Moving from Strategy to Execution

Calculating Formulas for KPIs

Communicating Results

Summary

Chapter 6: Deploying a Process of Continuous Optimization

Optimizing Your Social Measurement Strategy

Measuring the Unofficial Rules of Social Media Optimization

Shifting Channels for Social Optimization

Improving by Optimal Design

Summary

Part III: Finding the Big Social Media Payoff

Chapter 7: Tracking the Elusive ROI in Social Media

Demonstrating Results in Dollars and Sense

Smashing Your Marketing Funnel

Recognizing Returns When You See Them

Summary

Chapter 8: Taking the Corporate Plunge

Seeing the Social Technology Spectrum

Choosing Your Social Analytics Vendor

Evaluating Your Social Media Measurement Readiness

Protecting Privacy at All Costs

Summary

Chapter 9: Planning for a Socially Networked Future

Creating a Measurement Mentality

Looking Ahead for the Next Big Trend

Measuring the Most Important Metric: Impact

Summary

Credits

About the Author

About the Technical Editor

Acknowledgments

Foreword

Foreword

Read This First

Read This First

Part I: Addressing the Social Data Dilemma

Part II: Managing Social Media with Analytics

Part III: Finding the Big Social Media Payoff

Part I: Addressing the Social Data Dilemma

Chapter 1: Going Pro with Social Media

Chapter 2: Riding the Social Data Wave: Churning Data into Information

Chapter 3: Activating Your Socially Connected Business

Chapter 1

Going Pro with Social Media

In This Chapter

Demystifying social media measurementMaking the digital transformationIncorporating social media must-havesStarting off with counting metrics

Welcome to the wonderful world of social media metrics! Social media has unquestionably entered the mainstream as consumers flock to jump on every social bandwagon, buggy, and freight train that drives past. This frenzied enthusiasm has helped the largest social networks to amass hundreds of thousands of users that rival the world’s most populous countries, while new platforms and channels emerge unabated. The early sparks of social media innovation have flourished into a raging inferno of opportunity for consumers and businesses alike.

These businesses include everyone from the largest global fortune 100 to the smallest mom-and-pop shop, who are winning and losing every day with social media. The losers are detached from their customers because they are unable to hear the

outpouring of ideas and feedback over the drone of their antiquated toiling. Conversely, the winners are tapping into consumer needs and wants and using social media as a method to:

Increase their brand exposureInitiate dialogue with customersGenerate interactions with their owned mediaFacilitate customer supportAssemble legions of loyal advocatesSpur corporate innovationDo much, much more

As consumers race to nascent social media channels, businesses are impelled to embrace the medium or risk losing their competitive edge. And most are electing to comply with the masses.

Research from numerous sources indicates that nearly 80 percent of organizations doing business today are using at least one form of social media for their marketing efforts. However, usage does not always include measurement, which leaves companies who deploy social media without measures of success effectively running blind. According to data from the Web Analytics Association, 35 percent of survey respondents cited measuring social media as the biggest challenge they will face in 2011. Among organizations in this group, nearly 65 percent are still planning to establish and implement social media Key Performance Indicators (KPIs) in 2011—meaning that they haven’t deployed these measures yet. Thus, while social media is rampant, many organizations are still working to get their measures and metrics in place to quantify this powerful new medium. And hopefully, that’s why you’re reading, too.

Throughout this book, I will detail what it takes to measure the many facets of social media. I’ll introduce you to concepts that will allow you to construct a foundation for understanding the impact of your social media efforts. I’ll reveal the details behind social media metrics that go beyond just counting fans and followers to identifying real business value. I’ll offer methods to create a collaborative working environment whereby social media spans your entire organization. And I’ll help you elevate your social media game plan to truly benefit your business.

Going pro with social media requires a level of accountability that is only present with a program of measurement securely in place.

The secrets of social media metrics that I share will save you countless hours of time and frustration by allowing you to employ metrics that help identify social media activities that are critical to your business. Although the pages of this book hold many secrets and strategies to get you started on your way to a professional career in social media measurement, you are the key ingredient. By understanding what it takes to apply a holistic program of social media measurement, you can use social media as an instrument for success. Yet, make no mistake, it’s a big job, and there’s no shortcut to going pro with social media. Making the jump from amateur to professional requires not only the skills to go pro, but also extensive planning and preparation. Entering the world of social media as a professional means having a plan for success and the metrics to quantify it. It’s hard work, but the benefit of going pro is that you get paid. At the same time, social media is fun, exciting, and ever-changing. With the guidance and secrets offered in this book, you’ll be equipped to execute your social media endeavors with well-defined metrics that can accelerate your brand awareness, increase your customer pipeline, and elevate your bottom-line sales. So, if you’re ready and want to learn more, let’s go.

Demystifying Social Media Metrics

Almost since its inception, the entire genre of social media has mystified businesses and individuals alike. To many, it’s foreign, it’s ambiguous, it’s not exactly clear what social media is and what it isn’t. Confusion and bewilderment are common emotions evoked in businesses working to understand and participate in social media. And this makes measurement all the more challenging. Yet, making sense of measurement is what I do. Although I do not claim to be a social media guru, a shaman, a ninja, or a virtuoso by any account, I have built my professional career on measuring online properties. In fact, my business partner Eric T. Peterson wrote the original book called Web Analytics Demystified, and that’s the name of the consultancy that Eric founded where we both ply our trade today. Much of the knowledge that I have and the secrets that I share throughout this book emerged from my years as an industry analyst at the world’s leading research organizations; from what I learned from Eric about KPIs, metrics, and measurement; and from experiences with clients in my years of consulting. Thus, the secrets of social media measurement don’t come from guru-ism, but rather from diligence, experience, and hard work.