Social Media Marketing

(^139) ■ Social Analytics......................................... , M ETRICS , AND M EASUREMENT 6 Social Analytics, Metrics, an ...

14 0 c h a p t e r 6 : SOCIAL A NALYTICS , M ETRICS , AND M EASUREMENT ■ Social Analytics The previous chapters have provided a ...

(^141) ■ SOCIAL ANALYTICS to a conversational framework that can be viewed and tracked quantitatively. It is this quantitative d ...

142 c h a p t e r 6 : SOCIAL ANALYTICS, METRICS, AND MEASUREMENT ■ literally time and date stamped, signed by what is more often ...

(^143) ■ SOCIAL A NALYTICS Source analysis has two facets: the identification and understanding of the author—covered in detail ...

14 4 c h a p t e r 6 : SOCIAL ANALYTICS, METRICS, AND MEASUREMENT ■ to your business. Always cite your own business objectives, ...

(^145) ■ SOCIAL ANALYTICS platform—is not fundamentally a marketing channel. Rather, it is more of a forum or place for conversa ...

14 6 c h a p t e r 6 : SOCIAL ANALYTICS, METRICS, AND MEASUREMENT ■ the importance of being clear as to the basis for ROI calcul ...

(^147) ■ SOCIAL ANALYTICS about you. Your active listening program takes this one step further by connecting these sources with ...

14 8 c h a p t e r 6 : SOCIAL A NALYTICS , M ETRICS , AND M EASUREMENT ■ The challenge with automated sentiment—and one of three ...

(^149) ■ KNOW Y OUR I NFLUENCERS the conversations you are tracking with your social analytics tools. Just as with any other com ...

150 c h a p t e r 6 : SOCIAL A NALYTICS , M ETRICS , AND M EASUREMENT ■ Metrics like “social influence” are returned directly th ...

(^151) ■ KNOW Y OUR I NFLUENCERS instinct and skill as a marketer will pay off as you sort through the quantitative infor- matio ...

152 c h a p t e r 6 : SOCIAL ANALYTICS, METRICS, AND MEASUREMENT ■ know where you can get it...” is the one that is remembered a ...

(^153) ■ KNOW YOUR INFLUENCERS the numerical infl uence score. While it’s good to have highly infl uential people in your contac ...

154 c h a p t e r 6 : SOCIAL A NALYTICS , M ETRICS , AND M EASUREMENT ■ Web Analytics In the prior sections the basic metrics re ...

(^155) ■ W EB A NALYTICS P Table 6.3 Web Analytics Measurement Tools and Data Sources Details and Notes Bounce Rate Webtrends, G ...

156 c h a p t e r 6 : SOCIAL ANALYTICS, METRICS, AND MEASUREMENT ■ insights and that show you how to tie actions and results to ...

(^157) ■ W EB A NALYTICS analytics related to or indicative of interactions originating on the Social Web?” The connections betw ...

158 c h a p t e r 6 : SOCIAL A NALYTICS , M ETRICS , AND M EASUREMENT ■ Correlation has an application in connecting social medi ...