PDF Download Social Media Metrics: How to Measure and Optimize Your Marketing Investment, by Jim Sterne
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Social Media Metrics: How to Measure and Optimize Your Marketing Investment, by Jim Sterne
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From the Back Cover
Measure the success of your social media business strategy Filling a key need for serious online marketers, Social Media Metrics gives you an A–Z guide to using data to drive your social media marketing efforts. Inside you'll find how best to assess your Twitter and Facebook followings (hint: more is not always better), how to maximize your social media ROI, how to use social media metrics to effectively make your case to skeptics, and much more. Filled with the numbers that matter and specific examples of how to use them, Social Media Metrics equips you to successfully market on the social Web. "Jim Sterne has been at the cutting edge of this industry since before there even was an industry. If you're focused on measurement, you need his take on it." —Seth Godin, author, Linchpin "Companies know they must have a social strategy, yet when approaching emerging technologies, measuring ROI is a challenge. Thankfully, we've got Social Media Metrics, in which Jim provides actionable frameworks and how-tos. This is a desktop reference that professionals should keep in close reach." —Jeremiah Owyang, Web strategist "Jim Sterne has been in the business of teaching us how to measure the immeasurable for fifteen years. With this wonderful book, he brings his wisdom to the problem du jour: social media. In a faith-based medium, you'll learn how to be data driven!" —Avinash Kaushik, author, Web Analytics 2.0
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About the Author
Jim Sterne produced the world's first "Marketing on the Internet" seminar series in 1994. Today, Sterne is an internationally known speaker on digital marketing and customer interaction and aconsultant to Fortune 500 companies and Internet entrepreneurs. He is founder of the eMetrics Marketing Optimization Summit and cofounder of the Web Analytics Association. For more information, please visit JimSterne.com.
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Product details
Hardcover: 272 pages
Publisher: Wiley; 1 edition (April 5, 2010)
Language: English
ISBN-10: 9780470583784
ISBN-13: 978-0470583784
ASIN: 0470583789
Product Dimensions:
6.2 x 0.9 x 9.3 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review:
3.5 out of 5 stars
25 customer reviews
Amazon Best Sellers Rank:
#747,449 in Books (See Top 100 in Books)
"I was enthusiastic to read my first book by social media expert, Jim Sterne.With a glowing endorsement by David Meerman Scott, I felt assured that I would glean great insights into the world of Leading Tools, Strategies and Metrics of Social Media...However, this book's 9 Chapters only delivered unique, valuable content in Chapter 8: "Getting Buy-In,Convincing Your Colleagues"...The rest of Sterne's material seems like repurposed material from other thought leaders like David Meerman Scott, Steve Krug, the Eisenberg brothers, Halvorson, Jaffe and others.I was really looking forward to a meaty discussion on best practices in the deployment of Social Media tactics, but this only skimmed at best...I would pass on this one.
The purpose of Social Media Metrics is not to convince companies about the importance of social media: "If you're still not sure whether social media is important or is important to your company, save this book for later." I'd love every company to read this statement as a litotes of sorts and realize that understanding what social media metrics is about is precisely an excellent pathway to understanding how important social media is. Ergo: I highly recommend this book to any business owner or marketer.The book starts with the 100 ways to measure social media in November 2009 by David Berkowitz, and once you know that, you must identify your goals and define the KPIs that indicate how efficiently such goals are met - and get inspired by Katie Delahaye Paine's measurement standards. When your goals are clear, you want to get attention and know if your message is reaching the right people, and the nature and the scope of their influence (that Jim Sterne designates through a neologism "influencity". Ultimately you want to identify your actual amplifiers, i.e. the people who expand the impact of your message, making sure they stay engaged - and sit high on the "engagement food chain." However, winning people's hearts and minds also requires a real and continuous commitment from marketers to listen methodically, as recommended by Jeremiah Owyang in his Eight Stages of Listening, participating in the conversation and eventually anticipating followers' expectations, and by doing so, driving and accelerating favorable business outcomes. Now convince your boss or your colleagues, and do so by showing to them that social media is not a touchy-feely story, but an end-to-end metrics-driven process!What I like about the book:- It's an action-oriented framework with minimal blah blah.- Jim Sterne doesn't try to reinvent it all, and refers oecumenically (and relevantly) to a variety of authors, consultants, and practitioners.Although the book offers an appendix of important resources, marketers who are new to social media metrics would benefit from a summary bibliography and linkography.
If you have any doubts about how important social media is and/or how to approach measuring it, then seriously consider buying this book. I must admit prior to reading this book I wondered/questioned how to measure social media and its real value to a business. We hear how important social media is, but most executives and business owners want to see something to show why they should spend their money on this form of marketing. What's the ROI, how is it going to help the bottom line, improve profits and customer satisfaction in preference to we should do it because everyone else is doing it.This book answers these questions.What impressed me-----------------Jim Stern spent some time discussing business goals and how there is no point measuring anything if you don't know what you're measuring. Something so simple but so so overlooked. Stern also highlights the importance of identifying what the business objectives are, what social media tools are being used to reach this goal and then finding a suitable metric (of which he lists many, many metrics) to measure the performance of that social media in reaching this goal. I liked this simplicity and this simplicity continued throughout the book.Initially, I was dubious whether I'd purchase this book. There were few reviews and I wondered given Jim Stern's background in web analytics whether I'd get lost in loads of technical jargon. After all I just want to read a book how to measure social media, not design the software to do it! Jim Stern presented concepts very simply and makes things interesting with a good dose of humor added in. He avoids discussing overly complicated and irrelevant terms, and provides many interesting tools and examples of how to measure social media. For example Jim illustrates how measuring social media in its simplest form is just listening to what your customers are saying. After all social media is just 'word of mouth' but done online.Jim also draws on the experience of others, showing how they approach measuring social media in a number case studies/examples.Conclusion----------If you're after a book on how to tweet, blog etc, look elsewhere as this book focuses primarily on how to measure your social media efforts. If you want a book on measuring social media, learning how to measure it, setting measurable goals and a book which contains some useful links to social media resources then consider buying this book.
Didn't like this book. Waste of time.
this book gave me a few ideas on how to measure ROI on social media campaigns.Social media is a great way to attract traffic but it's hard to connect conversions to Social media - this gave me a few examples of how to think of it.
The title is misleading. The book is more of a survey of tools used to measure social media, however, even in that aspect, it fails to deliver how to glean data from the tools in what manner specifically. But most of all, the book did not cover social media metrics (ie: what metrics to use for what KPIs, etc). I did not learn what I was looking for.
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