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How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI (Que Biz-Tech) Paperback – October 20, 2012


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How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI (Que Biz-Tech) + Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech) + Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)
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Product Details

  • Series: Que Biz-Tech
  • Paperback: 288 pages
  • Publisher: Que Publishing; 1 edition (October 20, 2012)
  • Language: English
  • ISBN-10: 0789749858
  • ISBN-13: 978-0789749857
  • Product Dimensions: 9 x 6 x 0.6 inches
  • Shipping Weight: 13.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (48 customer reviews)
  • Amazon Best Sellers Rank: #144,866 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Nichole Kelly is a pioneer in making social marketing efforts consistently profitable, measurable, and accountable. She is the president of SME Digital, the digital agency division of Social Media Explorer, and has worked for companies of all sizes, from Signs By Tomorrow-USA to Sherwin-Williams, Deutsche Bank Alex.Brown to The Federal Reserve Bank. Kelly runs the No-Fluff Social Media Measurement Boot Camp and has spoken at leading events including Dreamforce, B2B Summit, BlogWorld, Social Fresh, SocialTech, Inbound Marketing Summit, Exploring Social, Marketing Profs University, Small Business Success Summit, and the Social Media Success Summit. She writes about social media measurement for two of Ad Age’s top 30 marketing blogs, Social Media Examiner and Social Media Explorer.


More About the Author

Nichole Kelly is CEO of Social Media Explorer | SME Digital and author of How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI. She is a social media pioneer who innovated the marketing industry by measuring social media results to core business objectives: sales, revenue and costs. As a respected national speaker, she has provided insight and training with leading marketing organizations including the American Marketing Association, Public Relations Society of America, Forrester Research, Marketing Profs, Radian 6 and HootSuite. Nichole's systematic approach to social media ROI and case studies are highlighted in books such as The Executives Guide to Enterprise Social Media Strategy by David B. Thomas and No Bullshit Social Media by Jason Falls. Prior to joining SME Digital, Nichole worked for major brands such as The Sherwin-Williams Company, The Federal Reserve Bank, Deutsche Bank Alex. Brown, Caliber Learning Networks (a Sylvan company), and Signs By Tomorrow, a national franchise. Nichole is one of the nation's leading experts in building measurable social media strategies that are designed to deliver on your company's business objectives.

Customer Reviews

4.7 out of 5 stars
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This is one of the best books on how to use social media effectively I have seen.
Mike
It is very well written and organized, and the hands-on exercises are very helpful and instructive.
Here I Am
The title is kind of dry, but it describes the content well: You can judge this book by its cover.
C. CRADDOCK

Most Helpful Customer Reviews

8 of 8 people found the following review helpful By nand on November 11, 2012
Format: Paperback Verified Purchase
As a vendor in this space, I keep a close eye on everything that is written about social media measurement. This book is by far the most thorough review of what to measure, how to measure it and what to do right now to overcome roadblocks and get started. Best of all, Nichole Kelly truly delivers on the subtitle: This book is, as promised, a "Step By Step Guide" and it is laid out beautifully in an easy-to-understand format that does not require the reader to have a degree in Analytics (or a "PhD in cool", as the author so eloquently puts it). This really is a must-read; it is the most valuable contribution to the literature on this topic that I've seen.
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4 of 4 people found the following review helpful By C. CRADDOCK VINE VOICE on February 23, 2013
Format: Paperback Vine Customer Review of Free Product ( What's this? )
The title is kind of dry, but it describes the content well: You can judge this book by its cover. It gives a step-by-step breakdown of what software to use and how to set it up, but it also addresses the broader questions of what data is relevant and how to present it to the executives who may be skeptical of the claims of Social Media Marketers. What is the ROI (Return On Investment) and why should a company invest time, money, and effort into this dubious endeavor?

The book explains the biggest mistake that corporate types make about Social Media, which is to treat it as a way to broadcast commercials, where it should be a way for companies to have a conversation with their customers. Sometimes you have to educate the bean counters about why this way of misusing Social Media Marketing is counter productive, and this book provides you with the metrics to back up your arguments.

The step-by-step instructions are invaluable, but I really like where the author presents the big picture, and how Social Media fits into the big picture, and more important, how do you explain it to the suits you will need to convince. It explains what numbers are important, and why, and how to measure the impact your Social Media efforts are making.

This book is a great resource if you want to live long and prosper in the exciting field of Social Media Marketing.
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3 of 3 people found the following review helpful By Dr. Bojan Tunguz HALL OF FAMETOP 50 REVIEWERVINE VOICE on March 20, 2013
Format: Paperback Vine Customer Review of Free Product ( What's this? )
I am a huge fan of social media and use it constantly for promoting my content and personal brand. Social media is a multifaceted beast, and there are as many uses of it as there are people who engage with it. For companies and other organizations it has been a very mixed bag. For the most part they've struggled to understand how social media can help them with the traditional marketing objectives - brand exposure, lead generation, conversion, etc. There are currently hundreds of books out there that try to teach you about social media, but most of them are more fluff then substance. This is decidedly not the case with "How to Measure Social Media." It is by far the most substantive and to-the-point book on the subject that I've come across.

Most of the book deals with the rationale and the effectiveness of various approaches to the social media. It explains very clearly how to go about your goals and how to persuade the executive team in your company to approve and invest in various forms of social media marketing. I found the last couple of chapters very useful in particular as they give examples of various software packages and services that can help you with your social media strategies. Most of these are geared towards the use by large corporations, but there is also a chapter on how to use a particular low-cost alternative. The book is very critical of various aspects of these services, and it tries to give you the best information on what really works for your social media purposes.

This book is clearly geared towards the use of social media for in large businesses. I would have liked more info on the use with small businesses, non-profit organizations, or individuals who are trying to build their own social brand.
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2 of 2 people found the following review helpful By K. Groh TOP 100 REVIEWERVINE VOICE on May 9, 2013
Format: Paperback Vine Customer Review of Free Product ( What's this? )
I've been doing marketing (and graphic design) for over 20 years. Social media marketing is something that everyone wants to use but for some of us 'older' folks, it's hard to wrap our brains around it.

However, How to Measure Social Media is a truly valuable and comprehensive resource. I will say that this is not really a book for a small business that dabbles in social media. It is full of technical speak not only about marketing but about the internet and web-based tools for measuring social media ROI.

I like this quote from the book because, although it is simplified while the book is very complex, it gives the reader a great view as to why social media can be used in conjunction with other marketing efforts. "This book doesn't make a case for social media to replace other marketing channels. Social media is not a silver bullet that will solve your marketing problems. Instead, this book is about maximizing the efficiency of the time you spend on social media to deliver the best return. This book is about showing you how social media complements other marketing channels and about recognizing that social media does not and should not be placed in a silo."

How to Measure Social Media is very in depth and goes into great detail about how to define your involvement with social media so that it fits your existing company goals and objectives. It details how to best use it and how to best measure it, using tools that are readily available to everyone. I like that there are exercises and plans for you to work on while reading. It really helps to clarify and define what you need for your own business.
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