استراتژی تحلیل داده‌های رسانه‌های اجتماعی: استفاده از داده‌ها برای بهینه‌سازی عملکرد کسب‌وکار

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 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 Front Matter ....Pages i-xvi Front Matter ....Pages 1-1 Social Media Data (Alex Gonçalves)....Pages 3-20 From Data to Insights (Alex Gonçalves)....Pages 21-45 Luis Madureira (Alex Gonçalves)....Pages 47-52 Front Matter ....Pages 53-53 Analytics in Social Media (Alex Gonçalves)....Pages 55-66 Dedicated vs. Hybrid Tools (Alex Gonçalves)....Pages 67-77 Alexander and Frederik Peiniger (Alex Gonçalves)....Pages 79-88 Front Matter ....Pages 89-89 Social Network Landscape (Alex Gonçalves)....Pages 91-107 Tam Su (Alex Gonçalves)....Pages 109-118 Front Matter ....Pages 119-119 The Analytics Process (Alex Gonçalves)....Pages 121-140 Armando Terribili (Alex Gonçalves)....Pages 141-146 Front Matter ....Pages 147-147 Metrics (Alex Gonçalves)....Pages 149-186 Dashboards (Alex Gonçalves)....Pages 187-211 Reports (Alex Gonçalves)....Pages 213-229 Milan Veverka (Alex Gonçalves)....Pages 231-239 Front Matter ....Pages 241-241 Strategy (Alex Gonçalves)....Pages 243-261 Tactics (Alex Gonçalves)....Pages 263-274 Michael Wu (Alex Gonçalves)....Pages 275-286 Front Matter ....Pages 287-287 Prescriptive Analytics (Alex Gonçalves)....Pages 289-295 The Future of Social Media Analytics (Alex Gonçalves)....Pages 297-301 Back Matter ....Pages 303-306 Shows you how to use analytics to make data-based decisions, grow social channels, and effectively competeTeaches you what data is, where it is found, how it is aggregated, and how it produces value and insightsHelps you navigate the sometimes confusing social media market to find what services truly have value