Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics

Author: Marshall Sponder

Publisher: McGraw Hill Professional

ISBN: 0071768629

Category: Business & Economics

Page: 320

View: 7176

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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.” —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, 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.” —W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research “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 Principal, DharmaBuilt.com 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.

Public Interest and Private Rights in Social Media

Author: Cornelis Reiman

Publisher: Elsevier

ISBN: 178063353X

Category: Computers

Page: 254

View: 9463

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Social media has an increasing role in the public and private world. This raises socio-political and legal issues in the corporate and academic spheres. Public Interest and Private Rights in Social Media provides insight into the use, impact and future of social media. The contributors provide guidance on social media and society, particularly the use of social media in the corporate sector and academia, the rising influence of social media in public and political opinion making, and the legal implications of social media. The Editor brings together unusual perspectives on the use of social media, both in developed and developing countries. This title consists of twelve chapters, each covering a salient topic, including: social media in the context of global media; the First Amendment and online calls for action; social media and the rule of law; social networks and the self; social media strategy in the public sector; social media in humanitarian work; social media as a tool in business education; social media and the ‘continuum of transparency’; business and social media; making a difference to customer service with social media; social analytics data and platforms; and altruism as a valuable dimension of the digital age. Provides a guide to the key components of corporate and academic use of social media Offers technological and non-technological, legal, and international perspectives Considers socio-political impact and legal issues

Digital Analytics for Marketing

Author: Marshall Sponder,Gohar F. Khan

Publisher: Routledge

ISBN: 1317278437

Category: Business & Economics

Page: 390

View: 2158

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This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box. Filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. A companion website features an instructor’s manual, test bank, and PowerPoint slides.

Social Commerce

Marketing, Technology and Management

Author: Efraim Turban,Judy Strauss,Linda Lai

Publisher: Springer

ISBN: 3319170287

Category: Business & Economics

Page: 320

View: 8249

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This is a multidisciplinary textbook on social commerce by leading authors of e-commerce and e-marketing textbooks, with contributions by several industry experts. It is effectively the first true textbook on this topic and can be used in one of the following ways: Textbook for a standalone elective course at the undergraduate or graduate levels (including MBA and executive MBA programs) Supplementary text in marketing, management or Information Systems disciplines Training courses in industry Support resources for researchers and practitioners in the fields of marketing, management and information management The book examines the latest trends in e-commerce, including social businesses, social networking, social collaboration, innovations and mobility. Individual chapters cover tools and platforms for social commerce; supporting theories and concepts; marketing communications; customer engagement and metrics; social shopping; social customer service and CRM contents; the social enterprise; innovative applications; strategy and performance management; and implementing social commerce systems. Each chapter also includes a real-world example as an opening case; application cases and examples; exhibits; a chapter summary; review questions and end-of-chapter exercises. The book also includes a glossary and key terms, as well as supplementary materials that include PowerPoint lecture notes, an Instructor’s Manual, a test bank and five online tutorials.

Social Media and Local Governments

Theory and Practice

Author: Mehmet Zahid Sobaci

Publisher: Springer

ISBN: 3319177222

Category: Law

Page: 335

View: 5302

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Today, social media have attracted the attention of political actors and administrative institutions to inform citizens as a prerequisite of open and transparent administration, deliver public services, contact stakeholders, revitalize democracy, encourage the cross-agency cooperation, and contribute to knowledge management. In this context, the social media tools can contribute to the emergence of citizen-oriented, open, transparent and participatory public administration. Taking advantage of the opportunities offered by social media is not limited to central government. Local governments deploy internet-based innovative technologies that complement traditional methods in implementing different functions. This book focuses on the relationship between the local governments and social media, deals with the change that social media have caused in the organization, understanding of service provision, performance of local governments and in the relationships between local governments and their partners, and aims to advance our theoretical and empirical understanding of the growing use of social media by local governments. This book will be of interest to researchers and students in e-government, public administration, political science, communication, information science, and social media. Government officials and public managers will also find practical use recommendations for social media in several aspects of local governance
Posted in: Law

Organizations and Social Networking: Utilizing Social Media to Engage Consumers

Utilizing Social Media to Engage Consumers

Author: Li, Eldon Y.

Publisher: IGI Global

ISBN: 1466640278

Category: Computers

Page: 445

View: 5784

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The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link between social media and e-business is an important first step in cultivating these internet-based relationships. Organizations and Social Networking: Utilizing Social Media to Engage Consumers provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications. This book explores the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms, presenting professionals and researchers in e-business, social marketing, online collaborative communities, and social analytics with cutting-edge information and technological developments to implement in their own enterprises. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.

Advances in Knowledge-Based and Intelligent Information and Engineering Systems

Author: Manuel Graña,Carlos Toro

Publisher: IOS Press

ISBN: 1614991049

Category: Computers

Page: 2273

View: 7321

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In this 2012 edition of Advances in Knowledge-Based and Intelligent Information and Engineering Systems the latest innovations and advances in Intelligent Systems and related areas are presented by leading experts from all over the world. The 228 papers that are included cover a wide range of topics. One emphasis is on Information Processing, which has become a pervasive phenomenon in our civilization. While the majority of Information Processing is becoming intelligent in a very broad sense, major research in Semantics, Artificial Intelligence and Knowledge Engineering supports the domain specific applications that are becoming more and more present in our everyday living. Ontologies play a major role in the development of Knowledge Engineering in various domains, from Semantic Web down to the design of specific Decision Support Systems. Research on Ontologies and their applications is a highly active front of current Computational Intelligence science that is addressed here. Other subjects in this volume are modern Machine Learning, Lattice Computing and Mathematical Morphology.The wide scope and high quality of these contributions clearly show that knowledge engineering is a continuous living and evolving set of technologies aimed at improving the design and understanding of systems and their relations with humans.

Perspectives on Social LCA

Contributions from the 6th International Conference

Author: Marzia Traverso,Luigia Petti,Alessandra Zamagni

Publisher: Springer

ISBN: 3030015084

Category: Science

Page: 129

View: 9688

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This book gives a selection of contributions from the 6th Social Life Cycle Assessment (S-LCA) Conference in Pescara, Italy. S-LCA is a social (real and potential) impact assessment method that aims to drive improvements in order to increase the value of products and services. It helps organizations to plan better, implement more effectively, and promote scale initiatives. More in general, the assessment activity also facilitates accountability and supports stakeholder communication. Consumers are greatly aware of the provenance of the goods they purchase. They have greater access to product information than ever before, also thanks to the new digital platforms. They are also empowered to make more responsible purchase decisions about what concerns sustainability aspects. Therefore the need to linger on the social aspects has been emerging recently. Although the business evolution of environmental methods and metrics has advanced significantly over the past decades, tools and metrics to estimate the social aspects of products and services are in progress. In this volume several sections provide methodological developments and tool focus, contextualizing S-LCA scientifically and explore the fields of applications. Through current development (conferences, articles, seminars and industry group publications), the method is spreading, evolving and gaining in maturity. However, it still is an evolving field, and main developments foresee, both at the level of methodology and results, interpretation and communication in order to find a path forward. S-LCA has been changing since the beginnings. From our observations as educators, researchers, practitioners, and peer reviewers in the S-LCA community, there are trends that are of importance us.

Success Planning for Nonprofits

Evidence-Based Strategic Planning

Author: Rebecca Staton-Reinstein,Ellen Bristol

Publisher: Gatekeeper Press

ISBN: 1642378062

Category: Business & Economics

Page: 112

View: 5997

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Stop wandering in the wilderness. Put your nonprofit on the road to predictable success. Nonprofits are the engines of the social safety net, preservation and innovation in arts and culture, supporters of causes people care about, and a necessary part of every community. Yet large or small, nonprofits all struggle with translating their compelling visions and missions into reality. We all know the old saw, Fail to Plan; Plan to Fail. Nonprofits are especially vulnerable as boards and staffs tend to focus more on the day-to-day, serving their constituents, and raising money. Strategic planning is THE proven mechanism to translate and sustain the noble goals of the organization. Success Planning is the blueprint for crafting a metrics-driven, evidence-based planning process that gets concrete results. • Get the results your organization needs with a robust strategic plan, • Become more efficient and effective with a focused Board and Staff, • Deliver services to your constituents with greater Return on Effort, • Delight your funders with concrete evidence of your results, • Build a sustainable organization predictably reaching your goals

Mastering Your Website

Insider's Guide to Fully Understanding Your Website, Search Engine Optimization and Building Your Brand

Author: John Colascione

Publisher: Searchen Networks Inc

ISBN: 1475155662

Category: Computers

Page: 212

View: 8235

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This 214-page, 31-chapter book is designed to be useful to EVERYONE from beginning website owners to intermediate and advanced website developers and marketers. The opening chapters cover the basics before Colascione dives into the more detailed information people need to build, market and maintain a successful website on Google. The progression takes readers from the starting point of registering their domain name all the way through website editing software to Search Engine Optimization for developed sites, including insight into the most sophisticated search engine algorithms like Google Panda and Google Penguin which ultimately determine how high websites are ranked. The first few chapters cover domain names and web hosting as well as, IP's, DNS, web site builders, web editing software like Dreamweaver and Photoshop, and how to get a site started. Do not let this initial simplicity fool you. After the basics are out of the way, the book covers Search Engine Optimization specifically for Google and how you should go about building and optimizing a web site. There are several chapters on text links due to the importance they play in search visibility and what to avoid (Google Penguin) as well as what to go after. After the semi intermediate topics are out of the way, the reader dives into search algorithms, advanced content marketing, reputation management, social media, some strategic ideas and touches on most of the new things Google is doing. Finally, together with the author, the reader tears deep into some Google Patents, specifically, DOCUMENT SCORING BASED ON DOCUMENT CONTENT UPDATE (Google Panda/Content Freshness) and METHOD FOR NODE RANKING IN A LINKED DATABASE (PageRank/Links), all of which are extreamly relevant to what is happening today's advanced algorithms. The book concludes with advice and predictions from the author for the future. This book is about fully understanding everything to do with your web site and what it means to Google. This book is clear, concise, backed up with factual data straight from Google's own patents, and effectively teaches you, not just what to do with your site, but exactly why you're doing it in the first place. By truly understanding your web site, search engine optimization, social media and how it all ties into your brand, you can better plan and implement strategies which will save you time, money and effort all while helping you avoid easily overlooked mistakes that could wind up costing you your entire online business. This book explains: Domain names, web hosting, IP addresses, site builders, and development tools. Explore advanced operation of organic (natural) search engines ranking, indexing, information storage and retrieval systems and PageRank algorithms with reference to patent claims. Understand Google search engine decision making process and operation of advanced Google operators, algorithms and filters. Off-page and on-page SEO techniques and Semantic web and website accessibility. Site architecture issues and website monetization. Planning in-bound linkage and effective, merit based link building. Common black hat and white hat techniques; consequences of black hat techniques. Metrics and monitoring Tools to monitor website performance, traffic and rankings. Using Google Webmaster Tools and Analytics. Social media marketing, Twitter, Facebook, Google+, Pintrest, LinkedIn, etc. Content marketing, PR, and press release marketing. Pay-per-click advertising. For basic, intermediate and highly advanced SEO. The author covered as much material as possible. Readers of this book are sure to walk away with valuable thoughts and insights which will change they way they think about their web sites.