For the impatient reader
A book about social media marketing with interesting case studies, striking arguments for social media efforts and good hints and tips for the implementation.
About the Author
Since the early nineties Jim Sterne is engaged in internet marketing a few years later he focused on web analytics. In 2003 he co-founded the Web Analytics Association. He is considered one of the most influential and experienced consultants and authors in the field of online-marketing and web analytics.
Jim Sterne himself provides the best summary: This book is about measuring the business value of social media, measuring the importance of social media to organizations, making the best of social for business in a community acceptable, brand enhancing way and how to gauge the value of your social media efforts.
This book is not about the measurement itself and the calculation of the relevant metrics, thus the experienced web analyst won’t find anything new in this book regarding numbers and figures. This book shows you what to do with the numbers and how to drive successful campaigns.
The book follows the customer life cycle. Marketing managers will immediately recognize the references to the AIDA model.
Jim Sterne puts much emphasis on the rarely mentioned but very important ’soft‘ factors which cause social media projects to success. E.g.:
– State clear objectives
– Capture Results
– Convince colleagues and supervisors
– Anticipate future developments
You will look over the shoulder of an experienced practitioner and receive valuable hints for the successful implementation of social media campaigns.
Titel:Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules of Social Media)
Verlag: John Wiley & Sons; Auflage: 1. Auflage (16. April 2010)
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