Contents at a Glance
1 Understanding the Digital Media Landscape
2 Understanding Digital Analytics Concepts
3 Picking the Tools of the Trade
4 Tools: Social Media Listening
9 Understanding Digital Influence
10 Developing Your Social Media Listening Program
11 How to Use Listening to Inform Marketing Programs
12 Using Online Data to Anticipate a Crisis
15 Formulating Your Research Plan
16 Making Reports Easy to Understand and Communicate
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