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Social Media Metrics: How to Measure and Optimize Your Marketing Investment Hardcover – April 5, 2010
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From the Back Cover
Filling a key need for serious online marketers, Social Media Metrics gives you an A–Z guide to using data to drive your social media marketing efforts. Inside you'll find how best to assess your Twitter and Facebook followings (hint: more is not always better), how to maximize your social media ROI, how to use social media metrics to effectively make your case to skeptics, and much more. Filled with the numbers that matter and specific examples of how to use them, Social Media Metrics equips you to successfully market on the social Web.
"Jim Sterne has been at the cutting edge of this industry since before there even was an industry. If you're focused on measurement, you need his take on it."
—Seth Godin, author, Linchpin
"Companies know they must have a social strategy, yet when approaching emerging technologies, measuring ROI is a challenge. Thankfully, we've got Social Media Metrics, in which Jim provides actionable frameworks and how-tos. This is a desktop reference that professionals should keep in close reach."
—Jeremiah Owyang, Web strategist
"Jim Sterne has been in the business of teaching us how to measure the immeasurable for fifteen years. With this wonderful book, he brings his wisdom to the problem du jour: social media. In a faith-based medium, you'll learn how to be data driven!"
—Avinash Kaushik, author, Web Analytics 2.0
About the Author
For more information, please visit JimSterne.com.
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Top Customer Reviews
Instead of these helpful ideas you'll receive asinine anecdotes and amazing self-serving statements like, "I've spent the last 30 years explaining why computers are so incredible." Even more frustrating is that on occasion the book lands on a great idea, such as "Lots of tools are out there to help you monitor what pearls your wisdom others deem worth of retweeting" but then just leaves it as a passing statement without actually going into any depth on what tools are, how to actually scrub for things like BOTS vs real people, how to use them or which one is more advantageous, etc.
In short, Social Media Metrics is easily the worst business text in my library.
The book will help readers to manage Social Media as a serious business tool, a corporate asset in a world where companies become more aware / vulnerable to customers' opinions and needs. It will help them convince upper management to invest resources in social media and understand how profitable Social Media is for the organization.
As the author writes:
"Success in social media is not found in how many people got your message; it's found in how many people thought your message was remarkable - literally. How many people were intrigued enough by the point you were making to comment on it and pass it along to their friends?"
If your company (large or small) is trying to make a difference and succeed in the online world, I warmly recommend this book.
The book starts with the 100 ways to measure social media in November 2009 by David Berkowitz, and once you know that, you must identify your goals and define the KPIs that indicate how efficiently such goals are met - and get inspired by Katie Delahaye Paine's measurement standards. When your goals are clear, you want to get attention and know if your message is reaching the right people, and the nature and the scope of their influence (that Jim Sterne designates through a neologism "influencity". Ultimately you want to identify your actual amplifiers, i.e. the people who expand the impact of your message, making sure they stay engaged - and sit high on the "engagement food chain." However, winning people's hearts and minds also requires a real and continuous commitment from marketers to listen methodically, as recommended by Jeremiah Owyang in his Eight Stages of Listening, participating in the conversation and eventually anticipating followers' expectations, and by doing so, driving and accelerating favorable business outcomes. Now convince your boss or your colleagues, and do so by showing to them that social media is not a touchy-feely story, but an end-to-end metrics-driven process!Read more ›
With a glowing endorsement by David Meerman Scott, I felt assured that I would glean great insights into the world of Leading Tools, Strategies and Metrics of Social Media...
However, this book's 9 Chapters only delivered unique, valuable content in Chapter 8: "Getting Buy-In,Convincing Your Colleagues"...The rest of Sterne's material seems like repurposed material from other thought leaders like David Meerman Scott, Steve Krug, the Eisenberg brothers, Halvorson, Jaffe and others.
I was really looking forward to a meaty discussion on best practices in the deployment of Social Media tactics, but this only skimmed at best...I would pass on this one.
This book answers these questions.
What impressed me
Jim Stern spent some time discussing business goals and how there is no point measuring anything if you don't know what you're measuring. Something so simple but so so overlooked. Stern also highlights the importance of identifying what the business objectives are, what social media tools are being used to reach this goal and then finding a suitable metric (of which he lists many, many metrics) to measure the performance of that social media in reaching this goal. I liked this simplicity and this simplicity continued throughout the book.
Initially, I was dubious whether I'd purchase this book. There were few reviews and I wondered given Jim Stern's background in web analytics whether I'd get lost in loads of technical jargon. After all I just want to read a book how to measure social media, not design the software to do it! Jim Stern presented concepts very simply and makes things interesting with a good dose of humor added in. He avoids discussing overly complicated and irrelevant terms, and provides many interesting tools and examples of how to measure social media.Read more ›
Most Recent Customer Reviews
The title is misleading. The book is more of a survey of tools used to measure social media, however, even in that aspect, it fails to deliver how to glean data from the tools in... Read morePublished 18 months ago by Gal
Social Media Metrics understanding is a must if you are to address customer concerns, this book helps you better understand what the numbers are saying... Read morePublished on February 6, 2014 by Ted Lewis
this book gave me a few ideas on how to measure ROI on social media campaigns.
Social media is a great way to attract traffic but it's hard to connect conversions to Social... Read more
I had to purchase this book for a paper but it turned out to be an even more interesting read than I though!Published on July 16, 2013 by Noel Kreger
understand what the traffic to your website means. learn the terms and the meaning of how your website is or is not catching viewersPublished on May 10, 2013 by D. Moment
An excellent resource referenced in Running Lean. Clearly written and not even close to being dated. Read morePublished on April 30, 2012 by Reg Nordman
While I appreciate the effort the author made in compiling useful content and presenting in a single book; style, grammar and coherency were totally lacking. Read morePublished on May 20, 2011 by Jarvis O'Toole