Social media metrics secrets (series: secrets) (paperback) Secrets Series, Vol. 159

When you open this book, you"ll feel as though you"re sitting down with an expert who is disclosing rare information about social media metrics. Expert John Lovett taps into his years of training and experience to reveal insider tips, strategies, and secrets for navigating the complex ecosystem of social media metrics. Examples of first-hand case studies demonstrate how to apply measurement to evaluate the impact of social media channels, and additional material shows you how to optimize social media programs based on the results of Social Analytics.

The Insider"s Guide to:

• Identifying social media metrics that matter

• Measuring Audience, Activity, and Actions

• Building a social network operations center

• Activating social media across the enterprise

• Using the Social Analytics Framework

• Executing a process of continuous optimization

• Tracking and measuring your return on investment

• Planning for a socially networked future

The Secrets series reveals:

• Authoritative information in highlighted areas

• Exceptional advice in the margin notes

• Unique insight from years of author experience

• Rarely revealed tips and techniques

• Invaluable shortcuts and workarounds

• Insider TipsTips, tricks, and secrets for quantifying social media success

• Valuable InsightsEye-opening strategies for moving beyond "counting metrics" to "business value metrics"

• Unbeatable AdviceReal-world solutions for developing a scalable framework for social media measurement

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