Social media metrics: how to measure and optimize your marketing investment

Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. A shift in philosophy, a modification in strategy, and brand new metrics are the keys to marketing success in this interconnected world. While other books explain why social media is critical and how to go about participating, this book focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Having more Twitter followers or Facebook friends than the competition might not result in value. Read this book to determine which social media efforts are working for you, where to allocate more social media resources, and how to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired. Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide yoursocial media marketing efforts as new means of communication.Jim Sterne (Santa Barbara, CA) produced the world's first Marketing on the Internet seminar series in 1994. Today, Sterne is an internationally known speaker on electronic marketing and customer interaction and a consultant to Fortune 500 companies and Internet entrepreneurs. He focuses his 25 years in sales and marketing on measuring the value of a Web site as a medium for creating andstrengthening customer relationships. Sterne is the Founder and Master of Ceremonies at the eMetrics Marketing Optimization Summits (emetrics.org). He is also the Founding President and current Chairman of the Web Analytics Association (webanalyticsassociation.org), which has 1,700 Professional Members and 44 Corporate Members.

• ISBN: 978-0-470-58378-4
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 272
• Fecha Publicación: 14/04/2010
• Nº Volúmenes: 1
• Idioma: Inglés