02266cam a22003614a 4500 44628 44628 BJBSDDR 20230410115618.0 ta 110506s2012 nyuab b 001 0 eng 9780071768290 (alk. paper) 0071768297 (alk. paper) spa BJBSDDR eng HF 5415.1265 S763s 2012 658.8/72 Sponder, Marshall Social media analytics : effective tools for building, intrepreting, and using metrics / Marshall Sponder. New York : McGraw-Hill, 2012. xiv, 316 p. : ill., maps ; 24 cm. Includes bibliographical references (p. 297-305) and index. The 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. Practically 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 Internet marketing. Social media. Marketing research. Consumer profiling. Mercadeo por internet 1681 Comercio móvil 3958 Medios de comunicación social 1682 Mercadeo 3960 Investigaciones Actitudes de los consumidores 3959 lcc BK 0 0 0 0 CS BJB BJB CS 2023-04-10 0 HF 5415.1265 S763s 2012 00000120282 2018-10-24 00:00:00 1 2018-10-24 BK