Social Media Metrics: How To Measure And Optimize Your Marketing Investment 9780470583784 英文原版 下载 pdf 电子版 epub 免费 txt 2025

　　The only guide devoted exclusively to social media

metrics

Whether you are selling online, through a direct sales force, or

via distribution channels, what customers are saying about you

online is now more important than your advertising. Social media is

no longer a curiosity on the horizon but a significant part of your

marketing mix.

While other books explain why social media is critical and how to

go about participating, Social Media Metrics focuses on measuring

the success of your social media marketing efforts. Success metrics

in business are based on business goals where fame does not always

equate to fortune. Read this book to determine:

-Why striving for more Twitter followers or Facebook friends than

the competition is a failing strategy

-How to leverage the time and effort you invest in social

media

-How to convince those who are afraid of new things that social

media is a valuable business tool and not just a toy for the

overly-wired

Knowing what works and what doesn't is terrific, but only

in a constant and unchanging world. Social Media Metrics is loaded

with specific examples of specific metrics you can use to guide

your social media marketing efforts as new means of

communication.

Foreword.

Acknowledgments.

Introduction: Getting Started—Understanding the Ground Rules.

Chapter 1 Getting Focused—Identifying Goals.

Chapter 2 Getting Attention—Reaching Your Audience.

Chapter 3 Getting Respect—Identifying Influence.

Chapter 4 Getting Emotional—Recognizing Sentiment.

Chapter 5 Getting Response—Triggering Action.

Chapter 6 Getting the Message—Hearing the Conversation.

Chapter 7 Getting Results—Driving Business Outcomes.

Chapter 8 Getting Buy-In—Convincing Your Colleagues.

Chapter 9 Getting Ahead—Seeing the Future.

Appendix: Resources.

Index.

　　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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书籍介绍

Product Description

The only guide devoted exclusively to social media metrics

Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix.

While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine:

Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy

How to leverage the time and effort you invest in social media

How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired

Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

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

• 作者：李陌生 发布时间：2016-11-23 22:14:28

  嘿，编辑用点心好么我，错别字成灾啊。别毁了招牌。

• 作者：露牙齿的叶子 发布时间：2012-10-11 00:09:07

  some interesting metrics

• 作者：小龙在家吗 发布时间：2022-12-28 11:08:39

  关于授权择人一章有点用处

• 作者：小草儿 发布时间：2020-10-10 15:27:06

  CBT经典教材，我终于读完了。这是一本需要精读和再读的书。

• 作者：崔槿汐 发布时间：2013-04-26 09:17:43

  Not really give me a picture of how to measure social media marketing.

• 作者：小天 发布时间：2012-01-31 14:33:54

  如果想要快速理解茶叶呈味原理以及变化过程，从而提高自身泡茶时的可控性，通过学习这本书无疑是条捷径。但遗憾的是诸多喝茶之人宁愿在意境中缠绵到永远也不愿意往前迈一小步面对真实......

• 想到现在的直播

  作者：willleslie 发布时间：2016-07-12 21:52:55

  在这个明星直播、美女直播、吃东西直播，甚至睡觉直播 （只是单纯睡觉→_→） ，干点啥事都可以直播赚钱的全民直播时代，这些事情早在上个世纪七十年代末，就有一个老头默默在他一本科幻小说里头，将各种堪比 《楚门的世界》 和 《黑镜》里头的真人秀直播故事通通讲了一遍。

  真真细思极恐。没错，就是这位看起来没有杀伤力，胖胖的十分亲切可爱的美国老头——奥森·斯科特·卡德, 《安德的游戏》 的作者，连续两次将“雨果奖”和“星云奖”收入囊中的美国科幻界写手大触。

  在20世纪70年代某一个夜黑风高的晚上，一位年轻人奋笔疾书完成他人生中第一本中长篇科幻小说。

  这本小说里头有一个可以秒杀众人的帅哥——詹森·沃辛，无论样貌身材、身份地位都是令万千少女为之癫狂的舰长。最厉害的是他还有一双能看穿人心的迷人蓝眼睛，在你说“不要”、“随便”、的时候，一眼就能看穿你想吃火锅还是热干面，这样的男票你要不要？

  当然，这么好看又多金的帅哥，不能只属于某个女性的。所以，会玩的卡德给小说设定了这么一个背景，就是大家的娱乐就是花钱看某个好看的男女明星的真人秀，而且你随时随地都可以打开一个叫做“真人秀记录仪”的东西，来录制眼前发生的一切。嘤嘤嘤，这个设定怎么那么熟悉？ 这不就是现在各种软件，明星天天在玩的直播吗？

   比如下面这一段：

  最普及的娱乐方式是剧场类:真人秀和戏剧。戏剧当然 是最底层民众的项目,他们没有钱观看真人秀中的真实演出,后者的入场费非常高…真人秀的内容几乎囊括了一切。著名的美女们接受天文数字般的酬金,以允许人们窥视她们的私生活——观众将一坐数小时,观看未经删减的直播,他们忍受(或享受?)没完没了的生活琐事, 就为了那些戏剧性的时刻,那些争吵,还有啪啪啪(原文是“性交”)。新人男女演员自然愿意付出高昂的代价,好获得权限参与这“完全真实”的真人秀人生。而这些女人是帝国中收入最高的人,除了最高级别的政府官员外,她们的森卡标准几乎无人可及。

  这一段描述是不是很熟悉？ 没错，这段描述跟1998年上映的美国著名影片 《楚门的世界》 ，主人公楚门所遭受的经历简直一样。不同的是，楚门一直被蒙在鼓里，但是这些美女是习以为常。

  在真人秀中赤裸裸的表演，可以让这些美女俊男年纪轻轻就一夜暴富。比如，在小说中，有一位叫阿兰·汉杜里的演员，“是一位已‘退休’的女演员，这意味着她只会在其他女人的真人秀节目中客串。”而她常年的真人秀生活，让她在比人眼里，“真是个杰出的女演员，她能完全隐藏所有真实的情感，于苏醒期的每一秒钟都在演戏。”

  另外，小说还借某位人物讽刺和评判以真人秀为生的女明星，但这位人物恰恰是以录制沃辛真人秀而赚钱的经纪人。

  她只是摇摇头，哭了起来。霍普之前见他苦过好几次，因为疼，或为了影响别人，又或只是博取同情的把戏。

  何等讽刺，这跟英剧 《黑镜》 第一季的第二集Fifteen Million Merits中男主角为了救女主角上了真人秀节目去宣泄自己的愤怒，却被评委认为是“表演”，最后在巨大的利益面前，他妥协了。

  除了这些以真人秀为生的美女们，还有另一种很受人欢迎的真人秀直播——

  仅次于这些真人秀女演员的是星际飞船舰长,那些飞行员有着 传奇般的声名,比如卡特·普尔、詹森·沃辛和傲傲·布木比。这 些飞行员将收入的一小部分付给军部,将自己胜利的战役在整个帝 国中播放。

  沃辛说： “哦,有一些不错的情节。我的舰队在卡皮塔克星附近遭遇了一次伏击，但我们毫无损伤地突围了。非常有戏剧性。也有一些精彩的特写镜头…”

  在小说中每个人手上都有一个真人秀记录仪，这个记录仪可以随时随地打开，记录直播。这跟现代手机各种直播APP是及其相似，不禁让人赞叹作者的脑洞真的开到天际，卡德大大你真的不是预言帝吗？

  奥森·斯科特·卡德勿忘初心的处女作—— 《天贼》，它是卡德所有创作的源泉，用他本人的话来说就是“我所有的故事始于 《天贼》”。可以说没有 《天贼》 的詹森·沃辛就没有 《安德的游戏》 里头的安德鲁·安德·维京。这歌版本是中国第一次翻译出版卡德的 《天贼》 。

  还看到一个八卦。

  为了写这本小说，卡德大大差点结不了婚？ ！

  在另一个沃辛系列小说中，卡德写道： 在20世纪70年代某一个夜黑风高的晚上，一位年轻人奋笔疾书完成他人生中第一本中长篇科幻小说。清晨，他开开心心地跑去复印，然后放在摩尔门教总部大楼邮件收发室，再然后他差点被自己的新娘out了——他为了去邮寄一份手稿，婚礼竟然迟到了几分钟，令他的新娘不禁怀疑他们俩是否有未来。

  为啥莫名觉得卡德大大hin萌~

• 【转】陈君：政治文化视野中《汉书》文本的形成

  作者：哲夫成城 发布时间：2022-03-29 08:03:09