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　　Do you wish you could sit down with an expert to figure out

whether or not your social media initiatives are working? With

Social Media Metrics Secrets, you can! Expert John Lovett taps into

his years of training and experience to reveal tips, tricks, and

advice on how to analyze and measure the effects of social media

and gauge the success of your initiatives. He uses mini case

studies to demonstrate how to manage social operations with process

and technology by applying key performance indicators, and

assessing the business value of social media.

Foreword xi

Read This First xiii

Part I ADDRESSING THE SOCIAL DATA DILEMMA

Chapter 1 Going Pro with Social Media

Demystifying Social Media Metrics

Graduating beyond Experimentation

Moving beyond Counting Metrics

Summary

Chapter 2 Riding the Social Data Wave: Churning Data into

Information

Harnessing the Data Deluge

Assembling a Panoramic Perspective

Visualizing Information as Knowledge

Establishing a Virtual Network Operations Center

Summary

Chapter 3 Activating Your Socially Connected Business

Participating with a People-Centric Approach

Organizing for Social Media

Socializing Your Business

Kick-Starting Your Social Media Metrics

Summary

Part II MANAGING SOCIAL MEDIA WITH ANALY TICS

Chapter 4 Embracing Social Analytics

Understanding the Discipline of Social Analytics

Aligning Social Objectives with Corporate Goals

Identifying Common Social Business Objectives

Developing Key Performance Indicators

Summary

Chapter 5 Using the Social Analytics Framework

Moving from Strategy to Execution

Calculating Formulas for KPIs

Communicating Results

Summary

Chapter 6 Deploying a Process of Continuous Optimization

Optimizing Your Social Measurement Strategy

Measuring the Unofficial Rules of Social Media Optimization

Shifting Channels for Social Optimization

Improving by Optimal Design

Summary

Part III FINDING THE BIG SOCIAL MEDIA PAYOFF

Chapter 7 Tracking the Elusive ROI in Social Media

Demonstrating Results in Dollars and Sense

Smashing Your Marketing Funnel

Recognizing Returns When You See Them

Summary

Chapter 8 Taking the Corporate Plunge

Seeing the Social Technology Spectrum

Choosing Your Social Analytics Vendor

Evaluating Your Social Media Measurement Readiness

Protecting Privacy at All Costs

Summary

Chapter 9 Planning for a Socially Networked Future

Creating a Measurement Mentality

Looking Ahead for the Next Big Trend

Measuring the Most Important Metric: Impact

Summary

Index

　　John Lovett is a veteran industry analyst and

expert consultant who has spent the past decade helping

organizations to understand and measure their digital marketing

activities. As a Senior Partner at Web Analytics Demystified,

Lovett regularly consults with leading vendors and enterprises to

offer strategic guidance for building innovative digital

measurement programs. His deep industry knowledge and thought

leadership help businesses transcend mediocrity using analytics.

Lovett is the co-founder of the Analysis Exchange and sits on the

Board of Directors for the Web Analytics Association.

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书籍介绍

Invaluable advice on analyzing and measuring the effects of social media Do you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media. Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics.