effective tools for building, intrepreting, and using metrics Sponder, Marshall creator text bibliography nyu New York McGraw-Hill 2012 monographic eng

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xiv, 316 p. : ill., maps ; 24 cm. 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 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. Marshall Sponder. Includes bibliographical references (p. 297-305) and index. Internet marketing Social media Marketing research Consumer profiling Mercadeo por internet Comercio móvil Medios de comunicación social Mercadeo Investigaciones Actitudes de los consumidores HF 5415.1265 S763s 2012 658.8/72 9780071768290 (alk. paper) 0071768297 (alk. paper) 110506 20230410115618.0 spa