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Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics Hardcover – July 19, 2011


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Product Details

  • Hardcover: 320 pages
  • Publisher: McGraw-Hill; 1 edition (July 19, 2011)
  • Language: English
  • ISBN-10: 0071768297
  • ISBN-13: 978-0071768290
  • Product Dimensions: 6.4 x 1 x 9.3 inches
  • Shipping Weight: 1.3 pounds
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #886,104 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Marshall Sponder is a Web analytics and SEO/SEM specialist with expertise in market research, social media, networking, and public relations. As both an in-house team leader and consultant, he has used sophisticated analysis to optimize the social media marketing efforts of companies and brands including IBM, Monster, Porter Novelli, WCG, Gillette, Pfizer, Warner Brothers, Laughing Cow, The New York Times, and Havana Central. Sponder is a board member emeritus at the Web Analytics Association, a member of the Search Engine Marketing Professionals Organization (SEMPO), and a member of the Certified Institute of Public Relations Social Media Measurement Study Group (CIPR).


More About the Author

Marshall Sponder is an independent Web Analytics and SEO/SEM specialist working in the field of market research, social media, networking and PR. Marshall provides digital data convergence generating ROI and develops data metrics, KPI's and dashboards that drive businesses by setting and evaluating benchmarks.

For nearly a decade now Marshall has been influencing the development of the industry, lately focusing on Social Media Metrics. He also possesses considerable in-house corporate experience as a group leader at IBM and Monster, combined with work at Porter Novelli PR and currently with WCG (Weisscom Group). Marshall has worked with several small businesses and start-ups and consulted for various B2B clients such as The New York Times, US Magazine, TheNewMarket, Havana Central, and many architects & digital ad agencies, including The House Designers and Alan Mascard Homes.

He has also provided real time web tracking and attribution metrics for large brands such as Gillette, Laughing Cow, etc. He is Board Member Emeritus at the Web Analytics Association and Member of the Search Engine Marketing Professionals Organization (SEMPO).

Marshall holds an MA in Media Studies form the NY Institute of Technology and possesses a Certificate of Marketing Management from the Baruch College, a NY Continuing Education Division.

Read more: http://www.webmetricsguru.com/marshall-sponder-bio/#ixzz1ON43oeCN
Under Creative Commons License: Attribution

Customer Reviews

4.4 out of 5 stars
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And if you are marketing,take Marshall's words to heart "Marketing [will take over] PR, and analytics will take over both" and read this book!
Gary Lee
Throughout reading Social Media Analytics, my gut told me that this was an excellent book and it should be highly recommended to anyone in our industry.
Mark Krupinski
The specific tools which are described for working with data and the many case studies examined are excellent and offer further food for thought.
ebellaff

Most Helpful Customer Reviews

12 of 14 people found the following review helpful By David Bowers on December 4, 2011
Format: Hardcover
I'll be brief. I can't recommend this book. It neither covers easy to understand software for everyone, or how to us the high end expensive tools. The majority of the book covers social media analytics software companies, it reads like an advert, which is unsurprising as it appears the author owns, has worked for or with the majority of the companies.

Sadly I took few actionable items away from reading this book, which is a shame, as there's definitely room for some good books in this area.
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3 of 3 people found the following review helpful By Bradley Bevers TOP 1000 REVIEWERVINE VOICE on August 29, 2011
Format: Hardcover
Social Media Analytics is a book that will introduce readers to many of the best social media analysis tools and firms that are out there. The author does a great job of explaining what a business really needs to measure and then gives plenty of information on how to get there.

Chapter 5 was my personal favorite - Friends, Fans, and Followers: Determining Their Worth. One of the hardest things for me to get my head around when it comes to social media is how valuable it really is to have a fan on Facebook, if at all. This chapter helps you answer those questions in concrete ways backed up with real data. Very helpful for anyone who wants to achieve measurable results rather than shoot in the dark until they finally hit something.

Pros:

* Very informative, great source to find more information on every topic

* Uses real data to back up what is still thought of as art more than science

* Case studies were helpful

Cons:

* Some of the company profiles are too long, a couple of them read like a commercial at points

* Would have liked more "how to do this" type of information

All in all, this book is recommended for anyone with a business that wants to really measure their social media results. Makes a great companion to Zarrella's Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas.
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3 of 3 people found the following review helpful By ebellaff on August 1, 2011
Format: Hardcover
As someone who is fairly new to the subject and wants to get involved in working with social media analytics, I found this book to be a perfect starting point of reference. It is well laid out into chapters that offer a full spectrum of things that need to be considered when forming a plan of action. The specific tools which are described for working with data and the many case studies examined are excellent and offer further food for thought. The book is written in easy to understand language and the author has an obvious passion for the subject. He has clearly devoted a tremendous amount of time to understanding these largely uncharted waters to have written such a groundbreaking book. I really enjoyed and appreciated reading Social Media Analytics.
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2 of 2 people found the following review helpful By Tony J. Ridley on October 10, 2011
Format: Hardcover
The best reference and resource for social media managers and those managing their social media programs.

Marshall's book fills one of the most vital gaps in the social media space and that is how to analyse and determine results (good, bad or otherwise) for any commercial social media endeavour.

With mountains of background information, relevant case studies and loads of recommendations on both free and paid social media monitoring tools, this book is a must for any social media or modern corporate communications manager.

While I disagree with his approach to marketing or selling to an audience with social media, emphasising the brand, the book is a perfect for new and seasoned social media specialists.

I recommend this book as a significant component of any professional library or resource to ensure your social media campaign is not only running but performing, based on empirical/evidence based results, not just feeling.

"You can't improve what you can't measure"
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Format: Kindle Edition
This is a perfect book for MBA students who need to understand the challenges, problems, and opportunities involved with using social media as a marketing tool. Marshall Sponder does an outstanding job of framing the complexities of digital metrics and user activities, as well as offering solutions that involved a variety of companies, and a very effective do-it-yourself "scorecarding" technique. I have successfully incorporated Social Media Analytics, as a required textbook, for my Promotion Management and Brand Management MBA courses because it gives my students a broader perspective of social media marketing strategies and the quantitative impact of digital media programs.
DR. JERRY JUSKA, ROLLINS COLLEGE
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1 of 1 people found the following review helpful By Lora Kratchounova on March 25, 2012
Format: Hardcover Verified Purchase
Marshall is one of the premier thinkers on Social Analytics - his book Social Media Analytics has helped my firm deepen our knowledge about the discipline, and create solid processes around how to approach, design and use social analytics to drive business results. The book helped us discover new tools and update our measurement frameworks - it is a must-read for everyone who claims to use social media for business value.
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1 of 1 people found the following review helpful By Chandler on February 17, 2012
Format: Hardcover Verified Purchase
To the point and concise information to get anyone started in the field of social media strategy. I was able to use the book in developing social media program related materials for my organization
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1 of 1 people found the following review helpful By Joey Dorrington on September 20, 2011
Format: Hardcover
This is not a beginners guide to social media, it is far more valuable. If you are already participating in social media and want to take it to the next level then this book is for you.

The highlights for me include;

* Chapters on dashboards and how they can drive performance
* Lists of free and paid tools and their strengths and weaknesses
* Case studies with tangible examples
* Th importance of reach, engagement and sentiment in the Digital Footprint Index

This is a must read for anyone serious about social media.
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