TY  - BOOK
AU  - Sponder,Marshall
TI  - Social media analytics: effective tools for building, intrepreting, and using metrics 
SN  - 9780071768290 (alk. paper)
AV  - HF 5415.1265 S763s  2012
U1  - 658.8/72 
PY  - 2012///
CY  - New York
PB  - McGraw-Hill
KW  - Internet marketing
KW  - Social media
KW  - Marketing research
KW  - Consumer profiling
KW  - Mercadeo por internet
KW  - Comercio móvil
KW  - Medios de comunicación social
KW  - Mercadeo
KW  - Investigaciones
KW  - Actitudes de los consumidores
N1  - Includes bibliographical references (p. 297-305) and index; The conundrum of social media: where's the ROI? -- Targeting your customers: using data to find your customer -- Tracking international: multicultural social media -- Online social intelligence: extracting signal from noise -- Friends, fans, and followers: determining their worth -- Influence: finding it and measuring it -- Scorecarding: collecting and understanding social media data -- Advanced social analytics: implementation and monitoring scorecards -- Going beyond monitoring: content creation and content tracking -- Monitoring tools and technologies: the limits of what we can collect -- Convergence: mashing up data from disparate sources -- Where we're going: the future of social media analytics
N2  - 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 that: 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
ER  -