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

4.5 out of 5 stars 22 customer reviews

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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).


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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: 4.5 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #1,049,032 in Books (See Top 100 in Books)

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

Top Customer Reviews

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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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.


* 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


* 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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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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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: Hardcover Verified Purchase
So much is written about social media these days that i honestly feel there is an information overload. But most of the information we come across are recycled articles or straight copy and paste function from one blog to another. I mean seriously what does it take to call yourself a "social media guru" these days? Not much really. That said, very few people give honest answers when asked about social media without falling into any of the guru traps. Marshall Sponder is one of them as i found this book an honest assessment and commentary on the state of social media analytics. There are no loud predictions or "i told you so" statements instead what you get is honest answers based on market data. That is the kind of books i like to read where you get honest answers from the authors and not some "in the cloud" type of answers. I loved reading chapter 3 on Multicultural social media tracking where the author talks about solutions that does that kind of tracking. Trust me, it is very critical especially if your social media teams are spread across the globe. Another favorite chapter was chapter 5 on "Determining the worth of fans and followers". That for me was spot on as we really need to understand the value of each fan on Facebook or Follower on Twitter. Acquiring Fans and Followers is like a crazy arms race inside companies with executives taking this as the number one metric to gauge the performance of social media efforts. Marshall Sponder does an excellent assessment and paints the right picture for us. There are also some great chapters on Data convergence that i enjoyed reading.
All in all, Marshall Sponder did a great job of taking a concept and breaking it down into easy to understand language. Overall the book does a great job of presenting viewpoints, discussing strategies, and tips on social media execution. I give this book 5 star. A Must Read!!!
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