Social media analytics strategy: using data to optimize business performance

By:

Goncalves, Alex

Material type: Text

TextPublication details: Apress New York 2022Description: xvi, 305 pISBN:

9781484240403

Subject(s):

DDC classification:

658.872 GON

Summary: About this book This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing. Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers. This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies. What You’ll Learn Get a clear view of the available data for social media marketing and how to access all of it Make use of data and information behind social media networks to your favor Know the details of social media analytics tools and platforms so you can use any tool in the market Apply social media analytics to many different real-world use cases Obtain tips from interviews with professional marketers and founders of social media analytics platforms Understand where social media is heading, and what to expect in the future Who This Book Is For Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

List(s) this item appears in: Marketing | Business Communication

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 GON (Browse shelf(Opens below))	1	Available		004074

Front Matter
Pages i-xvi
PDF
Data
Front Matter
Pages 1-1
PDF
Social Media Data
Alex Gonçalves
Pages 3-20
From Data to Insights
Alex Gonçalves
Pages 21-45
Luis Madureira
Alex Gonçalves
Pages 47-52
Defining Analytics in Social Media and Types of Analytics Tools
Front Matter
Pages 53-53
PDF
Analytics in Social Media
Alex Gonçalves
Pages 55-66
Dedicated vs. Hybrid Tools
Alex Gonçalves
Pages 67-77
Alexander and Frederik Peiniger
Alex Gonçalves
Pages 79-88
Differences of Social Media Networks
Front Matter
Pages 89-89
PDF
Social Network Landscape
Alex Gonçalves
Pages 91-107
Tam Su
Alex Gonçalves
Pages 109-118
The Analytics Process
Front Matter
Pages 119-119
PDF
The Analytics Process
Alex Gonçalves
Pages 121-140
Armando Terribili
Alex Gonçalves
Pages 141-146
Metrics, Dashboards, and Reports
Front Matter
Pages 147-147
PDF
Metrics
Alex Gonçalves
Pages 149-186
Dashboards
Alex Gonçalves
Pages 187-211
Reports
Alex Gonçalves
Pages 213-229
Milan Veverka
Alex Gonçalves
Pages 231-239

About this book
This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing.

Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers.

This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies.
What You’ll Learn

Get a clear view of the available data for social media marketing and how to access all of it
Make use of data and information behind social media networks to your favor
Know the details of social media analytics tools and platforms so you can use any tool in the market
Apply social media analytics to many different real-world use cases
Obtain tips from interviews with professional marketers and founders of social media analytics platforms
Understand where social media is heading, and what to expect in the future
Who This Book Is For

Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

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