Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics

by Marshall Sponder

Align Strategy With Metrics Using Social Monitoring Best Practices “Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately.”
—Paul Holmes, The Holmes Report “Marshall has provided much-needed discipline to our newest marketing frontier—a territory full of outlaws, medicine men, dot com tumbleweeds, and snake oil.”
—Ryan Rasmussen, VP Research, Zócalo Group “Marshall Sponder stands apart from the crowd with this work. His case study approach, borne of real-world experience, provides the expert and the amateur alike with bibliography, tools, links, and examples to shortcut the path to bedrock successes. This is a reference work for anyone who wants to explore the potential of social networks.”
—W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research “Marshall is a solutions design genius of unparalleled knowledge and acumen, and when he applies himself to the business of social media, the result is a timely and important commentary on the state of research capabilities for social media.”
—Barry Fleming, Director, Analytics & Insights, WCG, and Principal, DharmaBuilt.com About the Book 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 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 them. With Social Media Analytics , you’ll learn how to get supremely valuable information from this revolutionary new marketing tool. One of the most respected leaders in his field and a pioneer in Web analytics, Marshall Sponder shows how

Genres: Social Media

320 pages, Hardcover

First published August 19, 2011

Reviews

[Angie · Rating 2 out of 5]

Most of us by now know that social media is important for any business marketing strategy, but measuring the successes/failures of social media is an art that experts are still trying to figure out. Marshall Sponder provides an entire book of insights and case studies that describe how social media effectiveness can be analyzed. While not the most exciting read in the world, the book is informative and well-researched.

[Fredrik · Rating 2 out of 5]

i guess this book could be considered as important. but the poor writing (switching voices, vacuous formulations and tautologies) makes it hard to tell. i guess i'm an expert in some areas which the author touches upon (machine learning, language processing, semantics), and judging from his apparent lack of understanding in those areas, i'm not sure about the validity of the rest of the book either.

[David · Rating 4 out of 5]

Good overview of the available analytic around social media/channel. Provides good details of the approach and related case studies. The book is organized very well with excellent topic selections that focuses on approaches to measure 'value'. Unfortunately, the book is over a year and half old - life time in internet. Need to find more recent version.o

[Marisa Markowski · Rating 4 out of 5]

Overall great introductory book for those diving into the world of social media. Granted, it was published in 2012 so there has already been some major changes. For example, there was not a lot of talk about Instagram when these days that’s one of the most used platforms. The idea of a “scorecard” seems a little too tedious, but if an agency or something had the time to put it together for their client I understand the value. Also provided great resources for software companies. Sysimos was mentioned frequently and that’s still a valuable option today.

[Roland Fiege · Rating 2 out of 5]

Only scratching the surface. Remixing a lot of forrester, altimeter etc. Misleading title.