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Understanding how your digital media program is performing has been an underpinning concept of the entire book. When we dissect how to build a social media listening program in Chapters 4, “Tools: Social Listening,” and 10, “Developing Your Social Media Listening Program,” we talk about how insights feed program planning and further listening. Chapters 5, “Tools: Search Analytics,” 7, “Tools: Content Analysis,” and 8, “Tools: Engagement Analysis,” talk about how other digital media data—search, content, and engagement—can teach us how our campaigns are performing and how our stakeholders are reacting.
Chapters 1, “Understanding the Digital Media Landscape,” and 2, “Understanding Digital Analytics ...