Jim Sterne-Social Media Metrics_ How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series) (2010)

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1、Chapter=fm01Date:February26,2010Time:11:10amChapter=Date:February26,2010Time:11:10amPraiseforSocialMediaMetrics“JimhasalwaysbeenattheforefrontoftheWebanalyticsworld.So,itmakesperfectsensethathenowtacklesthecomplexworldoffiguringoutSocialMedia.Therearemillions(probablybillions)ofconversations

2、happeningonline.Thebigquestionbecomes:what’sacompanytodo?Thisbookanswersthatquestion.Howdoyouknowifyou’remeasuringtherightpartsoftheprogram?Jimgetsyoudownrightdirtyinthedetails.”—MitchJoel,President,TwistImage,andAuthorofSixPixelsofSeparation“Forthebetterpartofadecade,JimSternehasbeenadvoca

3、tingandexplaininghowtobetterunderstandthetrafficcomingtoyourwebsite.Infactheor-ganizedthelargestorganizationofwebanalyticspractitionersandcompanieswithme:theWebAnalyticsAssociation.Healsoorganizedthemostincredibleconferenceonmarketingoptimization—theeMetricsMarketingOptimizationSummit.Thisbo

4、okbelongsoneverymarketer’sdeskinthisworldofexpandingdigitalmarketingopportunities.”—BryanEisenberg,NewYorkTimesbestsellingAuthorofWaitingforYourCattoBarkandAlwaysBeTesting“Itisentirelyappropriatethatthemanwhoaddedclarityanddefinitiontothetopicofwebmetricswouldbethesamepersontofinallyenlighten

5、usaboutsocialmediametrics.InWebMetricsJimsingle-handedlypavedthewayforwhathasbecomeabilliondollarindustry,creatingawarenesswherenonepreviouslyexisted.Now,withthepublicationofSocialMediaMetricsJimhasfacedamoredifficultchallenge;miningthroughmountainsofmisinformation,disinformation,andflatoutcr

6、aptoprovidethereaderwithnuggetsoftangible,useful,andpracticalguidance.—EricT.Peterson,AuthorofWebAnalyticsDemystified“Thisbookwillchangetheapparentchaosofsocialmediaintoameasurableplatformbusinessescanunderstandandbenefitfrom.”—AlistairCrollandSeanPower,AuthorsofCompleteWebMonitoring&co-found

7、ers,WatchingWebsites“Thisisoneofthosebooksthateverymarketerwhohasanyroleinplanningsocialmediawillneedtoread,soyoumightaswellsoundsmarterthaneveryoneelseandreaditnow.”—DavidBerkowitz,SeniorDirectorofEmergingMedia&Innovation,360i“Forover10years,I’veturnedt