This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing.
Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They dont go into the everyday details and also dont touch upon common mistakes made by marketers.
This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies.
What Youll Learn
Get a clear view of the available data for social media marketing and how to access all of it
Make use of data and information behind social media networks to your favor
Know the details of social media analytics tools and platforms so you can use any tool in the market
Apply social media analytics to many different real-world use cases
Obtain tips from interviews with professional marketers and founders of social media analytics platforms
Understand where social media is heading, and what to expect in the future
Who This Book Is For
Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing
| About the Author |
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vii | |
| About the Technical Reviewer |
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ix | |
| Acknowledgments |
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xi | |
| Introduction |
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xiii | |
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1 | (54) |
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Chapter 1 Social Media Data |
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3 | (20) |
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Chapter 2 From Data to Insights |
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49 | (6) |
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Part II Defining Analytics in Social Media and Types of Analytics Tools |
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55 | (38) |
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Chapter 4 Analytics in Social Media |
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57 | (14) |
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Chapter 5 Dedicated vs. Hybrid Tools |
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71 | (12) |
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Chapter 6 Alexander and Frederik Peiniger |
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83 | (10) |
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Part III Differences of Social Media Networks |
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93 | (30) |
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Chapter 7 Social Network Landscape |
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95 | (18) |
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113 | (10) |
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Part IV The Analytics Process |
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123 | (30) |
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Chapter 9 The Analytics Process |
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125 | (22) |
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Chapter 10 Armando Terribili |
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147 | (6) |
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Part V Metrics, Dashboards, and Reports |
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153 | (94) |
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155 | (38) |
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193 | (26) |
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219 | (18) |
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237 | (10) |
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Part VI Strategy and Tactics |
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247 | (46) |
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249 | (20) |
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269 | (12) |
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281 | (12) |
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293 | (16) |
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Chapter 18 Prescriptive Analytics |
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295 | (8) |
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Chapter 19 The Future of Social Media Analytics |
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303 | (6) |
| Index |
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309 | |
April Ursula Fox comes from a background in business, general and social media marketing, data analytics, and educational psychology, delivering analytics solutions and specialized training to global organizations and marketing agencies around the world. With names such as Autocad, Oracle, Samsung, Peugeot & Citroen, Danone, Nestle, Ogilvy, Leo Burnett, Havas, among many others, April has expanded the understanding of data gathering and analysis with significant impact to the workflow and performance of data-infused teams.
Today, April is moving further into the educational aspect of her work, dedicated to studies in educational psychology and all of the components that affect human learning and growth. Within this new focus, April understands that despite our incredible technological evolution, there is still a key human component that will ultimately make or break the performance of an individual or a team. Such interest moves April into the pursuit of the understanding of the intersectionality of the components of the human condition, or how all aspects of our lives will affect us within different contexts of performance. These studies will likely inform our future technological developments, and the way we learn and become experts in using technology to enhance our living experience.
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