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Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships Hardcover – March 15, 2011
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From the Inside Flap
Today, even the smallest business can track and measure relationships with customers, with the media, and even with employees and sales forces. Measure What Matters delivers the know-how to find those tools and use them to increase your revenues.
The right data tells you whether you're getting your share of ink. It tells you how you stack up against your competition in search ranking, sales, share of conversations, and share of wallet. Good data measures what your marketplace is saying,thinking, and doing. It reveals which of your methods work and which ones don't.
In Measure What Matters, you'll get step-by-step guidance to:
- Build a list of the top 100 influencers in your marketplace
- Use data to get closer to your customers and determine which outlets matter to them most
- Measure the impact of events, sponsorships, and speaking engagements
- Measure your relationships with your local community, members, donors, employees, salespeople, and distributors
- Reduce the impact of crises
Don't rely on hunches or your gut. Good data will save you time and boost your credibility. You'll have the leverage you need to set priorities, allocate resources, and improve business practices. Now is the time to figure out why your sales rise and fall—and what you need to do to make them rise faster.
From the Back Cover
"Katie Paine not only gets it and teaches it, she helps companies implement it and profit from it. This book is filled with impressively sound judgment, tremendously powerful guidance, and practical how-to advice."—Jim SterneChairman, Web Analytics Association, and author of Social Media Metrics
"Katie Paine understands social media and social PR in away that few others out there do. Over the years, she has consistently called for rational and reasonable metrics for success in public relations, and she continues that call in our new age of social communication. Measure What Matters will teach you just about everything you need to know about managing online relationships."—Eric T. Peterson author of Web Analytics Demystified
"Katie Paine has elevated measurement from merescience to high art and, in the process, given us a powerful newset of tools to refute the tired claim that customer relationships can't be quantified. Marketers should devour this book. It will help them persuade skeptical executives of the need to adapt to the new world of empowered customers."—Paul Gillinauthor of Social Marketing to the Business Customer
Top Customer Reviews
Katie D. Payne's Measure What Matters is the preeminent work in this area to date. I know I'm going out on a limb saying that, because there have been some good books written on measurement. But nothing as thorough and in-depth as this, in my view. I've read them all, believe me.
Even though this book includes some heavy lifting, it's worth the time it takes to read carefully and learn. Those of us without a business or marketing degree may have to slow down in some spots, but for the most part, this book goes at a pace that most marketing and communications practitioners should easily feel comfortable with. I love the fact that the book also offers specfic advice on measuring events, relationships with local communities, higher ed, crisis, internal employee relationships, sales and partner relationships, and the list goes on. It is thorough, and it will open your eyes to the fact that there are much more effective ways of measuring than HITS (How Idiots Track Success). Must read.
The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can't be quantified stubbornly persists. Those who still harbor this misconception should do themselves a favor and pick up Measure What Matters, a guide to digital ROI that puts common sense ahead of the current fan/follower frenzy.
Like many former publicists, Paine has smoothly migrated her relationship-building skills into the social world, but unlike most of her peers she has chosen to specialize in numbers. That's a good thing for the rest of us because social media marketing, like PR, has always been challenged by the lack of reliable success metrics.
Paine believes that anything is measurable if you know where to look, and in this book she offers plenty of ideas. Measure What Matters isn't about social media as much as it is about the importance of relationships and the need to understand how they equate to success. This is an important point because many of the tools Paine recommends work well in any medium.
In fact, one of her favorite measurement tools - the Grunig Relationship Survey - was invented in the days before blogs and Twitter, but is every bit as useful today as it was a decade ago. Even conventional research tools like mail surveys and focus groups still have their place, Paine argues, despite the fact that many people consider them to be passé. The point isn't for organizations to argue about tools but to figure out the best ways to measure success. If that means counting mentions of a brand in newspaper headlines, so be it...
Paine's practical and time-tested advice is a welcome relief to a Klout-obsessed world that seems more taken with fans and followers than with business results. I highly recommend it.
Via blog, newsletters, countless speeches, articles, and white papers, Paine
has tirelessly and openly shared with practitioners war stories from decades of
the trench-level measurement fight on both the client and vendor sides. With
her new book, Measure What Matters: Online Tools for Understanding Customers,
Social Media, and Key Relationships, Paine's latest share is our industry's gain.
While it is essentially a "social mediafication" of her earlier 2007 book, Measuring Public Relationships: The Data-Driven Communicator's Guide to Success, it is a new and quite timely contribution to the field.