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.

ABOUT THE AUTHOR

John Lovett is a veteran industry analyst and expert consultant who has spent the past decade helping organizations to understand and measure their digital marketing activities. As a Senior Partner at Web Analytics Demystified, Lovett regularly consults with leading vendors and enterprises to offer strategic guidance for building innovative digital measurement programs. His deep industry knowledge and thought leadership help businesses transcend mediocrity using analytics. Lovett is the co-founder of the Analysis Exchange and sits on the Board of Directors for the Web Analytics Association.

Zusammenfassung
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.

Foreword xi

Read This First xiii

Part I ADDRESSING THE SOCIAL DATA DILEMMA 1

Chapter 1 Going Pro with Social Media 3

Demystifying Social Media Metrics 5

Graduating beyond Experimentation 12

Moving beyond Counting Metrics 23

Summary 27

Chapter 2 Riding the Social Data Wave: Churning Data into
Information 29

Harnessing the Data Deluge 30

Assembling a Panoramic Perspective 48

Visualizing Information as Knowledge 54

Establishing a Virtual Network Operations Center 67

Summary 73

Chapter 3 Activating Your Socially Connected Business
75

Participating with a People-Centric Approach 76

Organizing for Social Media 98

Socializing Your Business 110

Kick-Starting Your Social Media Metrics 111

Summary 121

Part II MANAGING SOCIAL MEDIA WITH ANALY TICS 123

Chapter 4 Embracing Social Analytics 125

Understanding the Discipline of Social Analytics 126

Aligning Social Objectives with Corporate Goals 139

Identifying Common Social Business Objectives 144

Developing Key Performance Indicators 155

Summary 160

Chapter 5 Using the Social Analytics Framework 161

Moving from Strategy to Execution 162

Calculating Formulas for KPIs 172

Communicating Results 188

Summary 195

Chapter 6 Deploying a Process of Continuous Optimization
197

Optimizing Your Social Measurement Strategy 198

Measuring the Unofficial Rules of Social Media Optimization
202

Shifting Channels for Social Optimization 218

Improving by Optimal Design 224

Summary 227

Part III FINDING THE BIG SOCIAL MEDIA PAYOFF 229

Chapter 7 Tracking the Elusive ROI in Social Media
231

Demonstrating Results in Dollars and Sense 232

Smashing Your Marketing Funnel 251

Recognizing Returns When You See Them 262

Summary 266

Chapter 8 Taking the Corporate Plunge 269

Seeing the Social Technology Spectrum 270

Choosing Your Social Analytics Vendor 282

Evaluating Your Social Media Measurement Readiness 295

Protecting Privacy at All Costs 300

Summary 313

Chapter 9 Planning for a Socially Networked Future
315

Creating a Measurement Mentality 316

Looking Ahead for the Next Big Trend 328

Measuring the Most Important Metric: Impact 346

Summary 350

Index 351