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

4.3 out of 5 stars 23 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: 4.3 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #149,858 in Books (See Top 100 in Books)

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.

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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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
I have known Marshall for almost a year now, and had the privilege of meeting with him while he was writing this book to share my thoughts and experiences. As I've written already about the book "It's not enough just to listen to or monitor online voices anymore. The challenge of separating the influential signals from noise in the cacophony of voices across social and online communities is too hard to do manually or with traditional monitoring tools. Sponder's book makes compelling arguments for why listening intelligence matters and why marketing forevermore is becoming a blur of science and art, with measurement, analytics, and marketing intelligence having an increasingly critical role within the CMO's suite and boardroom."

I strongly recommend this book for anyone looking for a practical / tactical guide to critical area of analytics.

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
CEO, mBLAST
[...]
"Use mPACT to find, listen to, and measure the voices impacting your market. "
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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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