000 02266cam a22003614a 4500
999 _c44628
_d44628
003 BJBSDDR
005 20230410115618.0
007 ta
008 110506s2012 nyuab b 001 0 eng
020 _a9780071768290 (alk. paper)
020 _a0071768297 (alk. paper)
040 _bspa
_cBJBSDDR
041 _aeng
050 1 4 _aHF 5415.1265
_bS763s 2012
082 0 0 _a658.8/72
100 1 _aSponder, Marshall
245 1 0 _aSocial media analytics :
_beffective tools for building, intrepreting, and using metrics /
_cMarshall Sponder.
260 _aNew York :
_bMcGraw-Hill,
_c2012.
300 _axiv, 316 p. :
_bill., maps ;
_c24 cm.
504 _aIncludes bibliographical references (p. 297-305) and index.
505 0 _aThe 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.
520 _aPractically 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
650 0 _aInternet marketing.
650 0 _aSocial media.
650 0 _aMarketing research.
650 0 _aConsumer profiling.
650 4 _aMercadeo por internet
_91681
650 0 _aComercio móvil
_93958
650 4 _aMedios de comunicación social
_91682
650 4 _aMercadeo
_93960
_xInvestigaciones
650 4 _aActitudes de los consumidores
_93959
942 _2lcc
_cBK