Paperback: 384 pages
Publisher: Wiley; 1 edition (August 9, 2011)
Product Dimensions: 7.4 x 0.8 x 9.3 inches
Shipping Weight: 1.5 pounds (View shipping rates and policies)
Average Customer Review: 4.1 out of 5 stars See all reviews (15 customer reviews)
Best Sellers Rank: #1,621,990 in Books (See Top 100 in Books) #71 in Books > Computers & Technology > Web Development & Design > Website Analytics #676 in Books > Computers & Technology > Business Technology > Social Media for Business #1109 in Books > Computers & Technology > Internet & Social Media > Social Media
No book, no person, no tool contains a silver bullet for measuring and analyzing social media, and Lovett doesn't claim to do so anywhere in his book. One of many quotable quotes to that effect actually leads off Chapter 7: "If you flipped straight to this chapter in hopes of finding the magic solution for calculating the return on investment (ROI) in social media, let me put a pin in that thought balloon straight away." But, what the book *does* offer, and offers in spades, are a range of frameworks and pseudo-formulas ("pseudo" in a good way -- allowing for differing business environments and for a diverse range of social media channels, some of which, likely, do not yet exist) for approaching the *meaningful* measurement of social media, rather than simply the spitting out of readily available data. And, beyond simply offering the bromide of, "Tie your social media efforts to business results," Lovett provides a range of smart approaches (SMART being one of the time-tested approaches offered...and Lovett extends that to a SMARTER approach) *actually* measure performance and analyze results in the messy, messy world that is social media.The book also covers a range of topics that are adjacent to the core mechanics of social media measurement -- eloquently articulating the social media imperative (if you are a marketer who still doubts whether the phenomenon is "real" and need further convincing), explaining how and why the "marketing funnel" is broken (it really always has been...but social media has really brought that to light and made the funnel paradigm an unworkable construct), assessing how businesses are fundamentally changing the ways they operate and interact with consumers, and even sounding a cautionary note when it comes to consumer privacy.
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