استراتژی تحلیل داده‌های رسانه‌های اجتماعی: استفاده از داده‌ها برای بهینه‌سازی عملکرد کسب‌وکار (ویرایش دوم)

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 Contents About the Author About the Technical Reviewer Acknowledgments Introduction Part I: Data Chapter 1: Social Media Data A Look into the Evolution of Data and the Digital Gap Social Media Data Sources: Offline and Online Defining Social Media Data Patterns of Data Sources in Social Media Platforms Estimated vs. Factual Data Sources Public and Private Data Data Gathering in Social Media Analytics Social Media Network Support of Data Collection API: Application Programming Interface Web Crawling or Scraping Key Takeaways Chapter 2: From Data to Insights The Key Is to Be Actionable An Example of a Single Metric Giving Actionable Insight An Example of a Metric Leading to New Questions Focus on Being Objective Even When Everyone Else Is Not Creating a Plan to Shape Data into Insights The Planning Stage: Projecting Possible Insights A Very Simple Example: The Analysis of a Social Media Post A Glimpse into the Analysis: The Process of Comparison Objectives: Keep Them Simple Preparing for Anything with a Template Setup Notes on Choosing a Good Analytics Tool Data Aggregation, Calculations, and Display Aggregating Data: Avoiding Common Mistakes A Sample Case Indexes: There Is Usually a Bigger Story Data Display: Keep It Simple and Easy to Understand A Simple Example: Changing from Line to Column Social Media and Big Data Potential Challenges The Fragmented Landscape: How to Unify Social Data? Who Can Pursue a Big Data Unification Approach? Potential Gains Marketing and Targeting: The Eternal Goal of Sending Only Truly Relevant Content to the Right People Reference: What Do People Think About ... Everything? Community Growth: “Power to the People” Our Personal AI Let’s Think Big, But Not Too Big—Not Yet Key Takeaways Chapter 3: Luis Madureira Question 1 Question 2 Question 3 Question 4 Question 5 Question 6 Question 7 Part II: Defining Analytics in Social Media and Types of Analytics Tools Chapter 4: Analytics in Social Media Types of Analytics in Social Media: Analytics, Listening, Advertising Analytics, Analytics from CMS and CRM Analytics or Channel Analytics Social Media Listening: Keyword- and Mention-Based Analysis Demographics Interests and Sentiment Advertising Analytics: Focus on Conversions and ROI of Paid Social Media Campaigns Conversions: The Key to Digital and Social Advertising CMS Analytics: Measuring the Performance of the Content Management Team CRM Analytics: Customer Support and Sales via Social Media A Final Note Key Takeaways Chapter 5: Dedicated vs. Hybrid Tools Common to All Tools Dedicated Tools The Advantages of Dedicated Tools The Disadvantages of Dedicated Tools Hybrid Tools Dedicated Tools with Hybrid Features The Advantages of Hybrid Tools The Disadvantages of Hybrid Tools Data Integration Tools The Advantages of Data Integration Tools The Disadvantages of Data Integration Tools The Best Setup: Focus on Our Objective Trials of Different Tools Before Choosing the Best: Heaven or Hell? Services: When Processes Are Done on Our Behalf Key Takeaways Chapter 6: Alexander and Frederik Peiniger Question 1 Question 2 Question 3 Question 4 Question 5 Part III: Differences of Social Media Networks Chapter 7: Social Network Landscape Concept and UX on Social Networks Features and Their Strategic Value Interactivity: How Social Is the Network? The Content Flow on Social Networks The Power of Copy Interaction Patterns Between Users: Can Networks Put Us in a Sharing Mood? How Friendly Is a Network to Brands? Social Media As a Two-Way Channel Goals or Trends? What Is the Best for Brands? Key Takeaways Chapter 8: Tam Su Question 1 Question 2 Question 3 Question 4 Question 5 Question 6 Part IV: The Analytics Process Chapter 9: The Analytics Process Analysis Is Comparison Insight: A Broad and Open Term Investigation Beyond Social Analytics Shaping a Method: The End Game for an Analyst The Analysis Cycle: Time Periods As the First Key to Comparison Finding a Good Cycle: Considering Community Activity, Resources, and Attention Span for Reports Community Activity: Following the Dynamics of a Brand on Social Media Resources: Can the Team Deliver a Quality Analysis in Time? Attention Span: How Often Do People Want to See Reports? Dynamic Cycles: Keep at Least One Anchor Down Short Periods: Ongoing KPIs, Buzz, and Crisis Management Long Periods: Goals and Greater Optimization Going from One Cycle to the Next The Analyst Mindset: Making the Right Questions and Running the Right Experiments The Instinctive Analyst: Share the Joy Find the Joy Get the Context: What Is Not Evident at First Glance? Understand the Audience Keep the Analyst Flame Alive: It Feels a Bit like Sherlock Holmes’ Intuition Key Takeaways Chapter 10: Armando Terribili Question 1 Question 2 Question 3 Question 4 Question 5 Part V: Metrics, Dashboards, and Reports Chapter 11: Metrics Metrics Bring New Light to Events Metrics Help Us Remember Available Data A Deck of Metrics Default and Custom Metrics Private-Level Data Public-Level Data Metric Categories: Divide and Conquer Graph Types: Data Is There, but Does It Look Good? Example 1: A Simple Change in Chart Type Example 2: Adding an Extra Dimension to a New Chart Type Default and Custom Metrics Capabilities Default Metrics Custom Metrics Capabilities An Interesting and Simple Example Another Interesting Example A Third and Final Example (for Now) Custom Metrics in Paid vs. Organic Analyses Paid vs. Organic Tables The Use of Machine Learning Interactions vs. Paid Posts Graphs Linear View of Paid vs. Organic Posts and Interactions Metrics and Strategy: Selecting the Best Metrics for the Job Focus on Being Actionable, at Some Point Dealing with Straightforward Questions Content Ranking Tables Interactions by Content Type Types of Interaction Interactions Distribution by Post Type Dealing with Complex or Subjective Questions Step One: A Simple Example Step Two: Building a Story Estimated Metrics: Avoiding Bad Decisions What Are Estimated Metrics Exactly? Given by the Social Networks Calculated by Third-Party Technology Making Good Use of Estimated Metrics Metrics and Tactics Key Takeaways Chapter 12: Dashboards Dashboard Purpose Defining Dashboard Objectives A Quick Example Dashboard Suggestion Key Metrics Table Content Table Audience Change by Weekday Interactions vs. Posts Interactions Distribution A Final Layout for the Dashboard Default vs. Custom Dashboards Default Dashboards: More than a First Step Custom Dashboards: Building the Ideal Setup Key Points to Shaping an Ideal Dashboard Linearity and Order of Metrics Order of Metrics Metric Positioning and Correlation A Simple Example: From a Long Period into Weekdays and Hours Interlude: The Revealing Case of the Busy Nightclub Manager A Second Simple Example: Positioning Toward Content Overview Metric and Dashboard Layout Metric and Dashboard Graphic Design Data Integration Dashboards Social Media Command Centers The Essence of a Good Dashboard “Don’t Get Too Good” So... The Essence... Key Takeaways Chapter 13: Reports Elements of Reporting Good Qualities for Each Element of Reporting Elements in Chain A Case of an Unstructured Approach to Reporting Reporting Approaches A Note on Reporting Formats Visual Resources Available on Pinterest Highlights Full KPIs Goal Oriented 360 Overview Storytelling A Simple Example of a Storytelling Report Animation and Effects in Reporting Images, Graphs, Numbers, or Text? Stakeholders and Feedback Defining Stakeholders: What Matters to Each One? And Who Matters Most to the Project? Reporting with Teams Education Clear Tasks Honest Deadlines Feedback Sessions The Report As a Key to Success Key Takeaways Chapter 14: Milan Veverka Question 1 Question 1 (Interlude) Question 2 Question 3 Question 4 Question 5 Part VI: Strategy and Tactics Chapter 15: Strategy Strategy in Social Analytics Strategic Planning in Social Media Analytics Data Availability and Data Sources Knowledge Beyond Social Media Tools and Technology Preparation Team Preparation Goals and Objectives Reporting Cycles and Timelines Contingency Plans Application of a Social Media Analytics Strategy Strategy and Tactics Evaluation of a Strategic Analytics Cycle Detecting a Hidden Strategy Building a Good Social Analytics Strategy Key Takeaways Chapter 16: Tactics Tactics for Analytics Strategies Correlation Posts, User Posts, and User Questions Questions and Mentions with a Per-User View Total Followers and Follower Change Total Interactions, Average Interactions, and Post Frequency Post Types, Interactions, and Types of Interactions by Post Type Filtering Performance per Topic Competitive Research Influencer and Partnership Analysis Ranking Top-Down and Bottom-Up Ranking Multiple Attributes of an Object Aggregation Conversions and Rates Goals and Success Rates Competitive Benchmarking Discovery: Analytics Without Clear Goals Key Takeaways Chapter 17: Michael Wu Question 1 Question 2 Question 3 Question 4 Question 5 Question 6 Question 7 Question 8 Question 9 Question 10 Part VII: The Future Chapter 18: Prescriptive Analytics Three Stages of Analytics Descriptive Analytics Predictive Analytics Prescriptive Analytics Competitive Advantage As a Goal Key Takeaways Chapter 19: The Future of Social Media Analytics The Need for More Data and the Digital Transformation Integration and “Social Everywhere, Social Everything” The Rise of Intelligent Machines and How to Befriend Them Behavioral Changes and What Is Measured Wise Investments: The Right Step at the Right Time Index