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Social Media Metrics Secrets Paperback – August 9, 2011

ISBN-13: 978-0470936276 ISBN-10: 0470936274 Edition: 1st

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Product Details

  • Paperback: 384 pages
  • Publisher: Wiley; 1 edition (August 9, 2011)
  • Language: English
  • ISBN-10: 0470936274
  • ISBN-13: 978-0470936276
  • Product Dimensions: 9.1 x 7.5 x 0.8 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #1,000,612 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

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

About the Author

John Lovett is a veteran industry analyst and expert consultant who has spent the past decade helping organizations to understand and measure their digital marketing activities. As a Senior Partner at Web Analytics Demystified, Lovett regularly consults with leading vendors and enterprises to offer strategic guidance for building innovative digital measurement programs. His deep industry knowledge and thought leadership help businesses transcend mediocrity using analytics. Lovett is the co-founder of the Analysis Exchange and sits on the Board of Directors for the Web Analytics Association.

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Customer Reviews

4.1 out of 5 stars
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This one, hands down, deserves the rating!
Average Joe CEO
It covers the basics really well, the intermediate items fairly well, and contains a few high-level social media nuggets we all enjoy.
Joseph Ratliff
>>>...Chapter 07 - Tracking the Elusive ROI in Social Media.
Michael GreenGold

Most Helpful Customer Reviews

9 of 10 people found the following review helpful By Timothy G. Wilson on August 24, 2011
Format: Paperback
No book, no person, no tool contains a silver bullet for measuring and analyzing social media, and Lovett doesn't claim to do so anywhere in his book. One of many quotable quotes to that effect actually leads off Chapter 7: "If you flipped straight to this chapter in hopes of finding the magic solution for calculating the return on investment (ROI) in social media, let me put a pin in that thought balloon straight away." But, what the book *does* offer, and offers in spades, are a range of frameworks and pseudo-formulas ("pseudo" in a good way -- allowing for differing business environments and for a diverse range of social media channels, some of which, likely, do not yet exist) for approaching the *meaningful* measurement of social media, rather than simply the spitting out of readily available data. And, beyond simply offering the bromide of, "Tie your social media efforts to business results," Lovett provides a range of smart approaches (SMART being one of the time-tested approaches offered...and Lovett extends that to a SMARTER approach) *actually* measure performance and analyze results in the messy, messy world that is social media.

The book also covers a range of topics that are adjacent to the core mechanics of social media measurement -- eloquently articulating the social media imperative (if you are a marketer who still doubts whether the phenomenon is "real" and need further convincing), explaining how and why the "marketing funnel" is broken (it really always has been...but social media has really brought that to light and made the funnel paradigm an unworkable construct), assessing how businesses are fundamentally changing the ways they operate and interact with consumers, and even sounding a cautionary note when it comes to consumer privacy.
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4 of 4 people found the following review helpful By cksyme on October 22, 2011
Format: Paperback
If Katie Paine and Olivier Blanchard are the experts on social media measurement today, John Lovett is the guru of where metrics are going. Now we're into the heavy lifting. Lovett, a former analyst at Forrester Research in the Owyang and Li days, has penned the thinking man's guide to social media metrics. This is some deep stuff, but need-to-know for serious social media marketers. By now we know that info on social media is not static, and this book satisfies the need to stay ahead of the curve. I do think you need a basic understanding of strategy and measurement before you get here. This is a thought leadership book. Where is ROI going and what is its potential? This book will answer that. It enriched my understanding of the power of measurement to turbocharge every business operation. The best takeaway for me was the info on Big Data. Some fun stuff.
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2 of 2 people found the following review helpful By Joseph J. Seidler on March 26, 2012
Format: Paperback Verified Purchase
I just finished reading Social Media Metrics Secrets, and it's obvious that John Lovett really knows the subject matter. And he 'warns' the reader that if you are new to social media, his book may be a daunting indoctrination. I thought I was beyond that with 4 years of experience with Google Analytics, SEO, PPC and even have a Facebook Page, Twitter account and LinkedIn profile. However, I found the book way too 'professorial' with insufficient examples to help me through the long chapters of mostly text. IMO this book would make an awesome textbook for a college course where the teacher could assign case studies that the class could then discuss.

The book seems to me to be directly aimed at people working in a Fortune 1000 firm (or even better Fortune 100) where they "know about" social media and probably even have some campaigns/projects in process who want to learn how to create a sustainable long term strategy for social media. One where upper management will continue to fund the efforts because they see results (and not just more immediate customers). If you are in this category, this book is probably a 5-star.

But if you are interested in the here-and-now a bit more, I don't think this is the ideal book. The author suggests a book to read before his if you are new to social media, but it was published in 2010 which is an eternity ago in the web world. So I'm still looking for a Social Media Analytics book for the "rest of us" :-)
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1 of 1 people found the following review helpful By L. C Glover VINE VOICE on October 14, 2012
Format: Paperback Vine Customer Review of Free Product ( What's this? )
Summary:
Social Media Metrics Secrets gives a solid background on what are relevent metrics to be tracking for your social media campaigns. John Lovett takes traditional marketing metrics and applies them to the world of social media. An understanding of metric driven business management (business point of view vs. social media view) will make the book more valuable to the reader. As Jack Welsh said, "if you cannot measure, you cannot improve it".

The book has three parts:
1: Addressing the ocial data dilemma
Chapter 1: Going Pro with Social Media
Chapter 2: Riding the social data wave: churning data into information
Chapter 3: Activating your socially connected business
2: Managing social media with analytics
Chapter 4: Embracing social analytics
Chapter 5: Using the social analytics framework
Chapter 6: Deploying a process of continuous optimization
3: Finding the big social media payoff
Chapter 7: Tracking the elusive ROI in social media
Chpater 8: Taking the Corporate plunge
Chapter 9: Planning for a socially networked future

Social media is a complex and messy world. But, it can be very helpful to a business but you must impose a solid framework of how you will use social media. It is very easy to get sucked into buzz generating thinking it is helping your bottom-line....which is rarely true. You need to understand what factors you can measure, how to combine them into useful analytical information. Otherwise, you could spend a lot of money for little return or even damage your brand unknowingly.

This is book is a good introduction from the business perspective why and how social media is useful to a business with a clear list of actionable items to work from as you move forward.
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