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Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics ReviewThis is not a how-to book. It's more of a "why should I", or "which tool do I buy" book? There are many books that address why companies need to be using Social Media, how to sell it to the C-suite, how to set up a Facebook page, or how to engage with fans and followers. Social Media Analytics is the only book that takes a deep dive into several of the major vendors of monitoring and measuring tools. Whether your are selling a brand or monitoring a political campaign, you'll need to know what to measure, how to measure, and how the data can provide actionable results. You're not buying analytics just to look at pretty charts and graphs, are you?
The importance of the analyst is emphasized in this book, and for good reason. Without a solid understanding of what you're looking for before setting up an analytics platform, you could end up with reams of data that are meaningless, and provide no value to your business, or client. Too many agencies are using an ax when what they really need is a scalpel.
Many of the tools discussed in the book aren't designed for very small businesses, but the concepts can be scaled down and used with free or inexpensive tools. For the larger business or agency, Social Media Analytics provides the framework to make the best tool/platform choices. Decision makers will learn the vital importance of understanding what they want from data, before they commit to a platform/vendor. The wrong choice can waste time and money!
Marshall Sponder is the only Social Media Analyst with access to dozens, if not hundreds of analytic platforms. He is able to discuss each tool from the perspective of an experienced user, rather than relying on sales pitches to determine a platform's capabilities and limitations.
Social Media Analytics is full of relevant case studies, and in-depth interviews with executives and developers of analytic platforms. Digital versions of the book include many links to companies and articles cited in the book.
There's a lot of value here for PR, marketing, and MarComm agencies, but perhaps even more for their clients and other decision makers who want to know the quality of the data they are paying for, and how useful the resulting reports will be.
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