02185cam a22003374a 4500003000800000005001700008007000300025008004100028020003100069020002800100040001700128041000800145050003000153082001300183100002200196245011300218260003600331300004000367504006400407505071500471520042201186650002401608650001801632650002401650650002401674650002701698650002101725650003601746650003001782650003501812BJBSDDR20230410115618.0ta110506s2012    nyuab    b    001 0 eng    a9780071768290 (alk. paper)  a0071768297 (alk. paper)  bspacBJBSDDR  aeng14aHF 5415.1265bS763s  201200a658.8/721 aSponder, Marshall10aSocial media analytics :beffective tools for building, intrepreting, and using metrics /cMarshall Sponder.  aNew York :bMcGraw-Hill,c2012.  axiv, 316 p. :bill., maps ;c24 cm.  aIncludes bibliographical references (p. 297-305) and index.0 aThe conundrum of social media: where's the ROI? -- Targeting your customers: using data to find your customer -- Tracking international: multicultural social media -- Online social intelligence: extracting signal from noise -- Friends, fans, and followers: determining their worth -- Influence: finding it and measuring it -- Scorecarding: collecting and understanding social media data -- Advanced social analytics: implementation and monitoring scorecards -- Going beyond monitoring: content creation and content tracking -- Monitoring tools and technologies: the limits of what we can collect -- Convergence: mashing up data from disparate sources -- Where we're going: the future of social media analytics.  aPractically overnight, social media has become a critical tool for every marketing objective from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there if you're applying the right systems and know how to use 0aInternet marketing. 0aSocial media. 0aMarketing research. 0aConsumer profiling. 4aMercadeo por internet  0aComercio móvil 4aMedios de comunicación social 4aMercadeoxInvestigaciones 4aActitudes de los consumidores