It’s no longer enough to launch a social media program: Your company needs to gain clear and substantial value from its social media investments. Getting results begins with monitoring. In How to Use Social Media Monitoring Tools, leading social media marketer Jamie Turner offers a fast-paced primer on social media monitoring and realistic, low-cost methods for getting started. You’ll learn how to go beyond mere “snapshots” of who’s talking about you, determine whether your social media presence is actually achieving results, and use what you learn to drive more revenue. Turner begins by introducing both quantitative and qualitative tools for monitoring performance, and linking them to ROI through the crucial concept of Customer Lifetime Value (CLV). You’ll discover how to align measurement with business objectives; measure the effectiveness of branding and direct response; quickly capture emerging performance trends; and more. Turner briefly introduces many of today’s most valuable monitoring tools, including Google Alerts, Google Analytics, Spiral16, Radian6, Bit.ly, Visible Technologies, SWIX, PeopleBrowsr, SocialMention, BrandsEye, Heartbeat, and Alterian. He concludes with a practical eight-step social media monitoring plan that can be implemented quickly by virtually any company or marketer.
Table of Contents
- Title Page
- Copyright Page
How to Use Social Media Monitoring Tools
- The Two Categories of Social Media Monitoring Tools
- How Many People Does It Take to Manage a Social Media Campaign?
- Questions to Ask Before You Begin Monitoring
- What Is Your Marketing Approach? Is it Branding? Or Direct Response?
- Internal and External Review of Social Media
- Measuring the Quantitative Side of Your Social Media Campaign
- Quantitative Monitoring Tools
- Measuring the Qualitative Side of Your Social Media Campaign
- Top Five Qualitative Monitoring Tools
- Calculating the ROI of Your Social Media Campaign
- Benchmarks for Conversion Rates
- A Step-by-Step Guide to Setting Up, Launching, and Running a Social Media Monitoring Program
- Practical Social Marketing Tips to Make More Money
- Title: How to Use Social Media Monitoring Tools
- Release date: February 2012
- Publisher(s): PH Professional Business
- ISBN: 9780133037678