Sterne Jim - Social Media Metrics. How To Measure And Optimize Your Marketing Investment(1).pdf

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Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series)
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Praise for Social Media Metrics
“Jim has always been at the forefront of the Web analytics world. So, it makes
perfect sense that he now tackles the complex world of figuring out Social
Media.Therearemillions(probablybillions)ofconversationshappeningonline.
The big question becomes: what’s a company to do? This book answers that
question.Howdoyouknowifyou’remeasuringtherightpartsoftheprogram?
Jim gets you downright dirty in the details.”
—Mitch Joel, President, Twist Image, and Author
of Six Pixels of Separation
“Forthebetterpartofadecade,JimSternehasbeenadvocatingandexplaining
how to better understand the traffic coming to your web site. In fact he or-
ganized the largest organization of web analytics practitioners and companies
with me: the Web Analytics Association. He also organized the most incredible
conference on marketing optimization—the eMetrics Marketing Optimization
Summit.Thisbookbelongsoneverymarketer’sdeskinthisworldofexpanding
digital marketing opportunities.”
—Bryan Eisenberg, New York Times bestselling Author of Waiting for
Your Cat to Bark and Always Be Testing
“It is entirely appropriate that the man who added clarity and definition to
the topic of web metrics would be the same person to finally enlighten us
about social media metrics. In Web Metrics Jim single-handedly paved the way
for what has become a billion dollar industry, creating awareness where none
previously existed. Now, with the publication of Social Media Metrics Jim has
faced a more difficult challenge; mining through mountains of misinformation,
disinformation,andflatoutcraptoprovidethereaderwithnuggetsoftangible,
useful, and practical guidance.
—Eric T. Peterson, Author of Web Analytics Demystified
“This book will change the apparent chaos of social media into a measurable
platform businesses can understand and benefit from.”
—Alistair Croll and Sean Power, Authors of Complete Web Monitoring &
co-founders, Watching Websites
“This is one of those books that every marketer who has any role in planning
socialmediawillneedtoread,soyoumightaswellsoundsmarterthaneveryone
else and read it now.”
—DavidBerkowitz,SeniorDirectorofEmergingMedia&Innovation,360i
“For over 10 years, I’ve turned to Jim to regularly tell my audience about the
latesttrendsinWebAnalytics.Hehasanuncannyinstinctforwhatisworthyour
time and attention and what isn’t. His accessible and good-humored style will
navigateyouthroughthisexcitinganddauntingfieldofSocialMediaAnalytics.”
—Larry Chase, Publisher, Web Digest For Marketers
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“Since he won’t say it himself, I’ll say it for him. Jim Sterne is the godfather
of Web metrics. He knows that often the need to measure something gets in
the way of using that something effectively. Jim’s clarity and wisdom distill a
complex subject to its essence.”
—Eric Ward, Content Linking Strategist aka LinkMoses
“Socialmedia’sardentadvocatesalltoooftenoverlookacriticalstep:quantifying
their efforts’ impact. Sterne fills this void by providing a thorough explanation
ofdifferentmeasurementapproachesandtools,whileunderscoringhowthese
metrics can improve social media programs and achieve business goals.”
—Ellis Booker, Editor, BtoB Magazine
“JimSternehasbeenhighlyregardedasanonlinemarketingthoughtleaderfor
many years. And this long awaited new book sees him firmly established back
at the top of the pile. Don’t just talk about social media. Know social media.
Measure social media. Be a master marketer in social media. Read this book.”
—Mike Grehan, VP, Global Content Director,
Incisive Media, and Author of Search Engine Marketing
(The Essential Best Practice Guide) .
“Thisbookisamustreadforanyoneinvestinginsocialmedianotjustbecauseit
willhelpmeasureyoursuccess,butbecauseitteachesyouhowtocontinuously
improve your program.”
—Katie Delahaye Paine, CEO, KDPaine & Partners
“Marketsareconversations.Peopleareyourgreatestasset.Customercentricity
is the way forward. Social media is revolutionizing marketing. But how do you
measurethesethings?Howdoyouknowhowwellyou’redoing?JimSterne,as
ever,istheleadingthinkerandpractitionerinansweringthesevitallyimportant
questions. Read his book. Heed his words.”
—Ashley Friedlein, CEO, Econsultancy
“The Imperative: Use Jim Sterne’s guidance to leapfrog your competitors with
thesimplefactthatyoumustnotonlytransformyourmediabuysintosocialme-
diaprograms(thenewplayingfield);youmusttiethemtothethreemaingoals
ofbusiness—increasedsales,lowercosts,andimprovedcustomersatisfaction.”
—Susan Bratton, CEO, Personal Life Media, Inc., and host
of the DishyMix show
“ Jim Sterne is a bold-faced liar. This book is FAR more than he makes it
out to be in his over-simplified introduction. It’s not just about measuring the
value of social media, but offers a clear roadmap to actually implementing an
effectivesocialmediastrategy.Nooneelseexplainsitallsosimplyandcommon-
sensically.Buy,borrow,orstealthisbook.Thenprotectitfromofficepredators.”
—Pat LaPointe, Managing Partner, MarketingNPV
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“Jim is one of the foremost analytics experts in the world and he once again
proveswhy.Notonlydoesheidentifythe howtomeasure butalsothevalueof
the measures. This is one of those must reads that you actually must read—not
may read. Jim knows more about this subject than anyone I know.”
—Paul Greenberg, President, The 56 Group, and Author
of CRM at the Speed of Light
“Jim Sterne continues to blaze new trails—the most incisive mind in web an-
alytics now decodes social media. Get this excellent roadmap and start killing
your competition!”
—Tim Ash, CEO of SiteTuners.com, and Author
of Landing Page Optimization
“The first book I read on web measurement and analytics back in 2002 was
WebMetrics byJimSterne.ThatbookandtheeMetricsMarketingOptimization
Summit conference that followed defined a market and an industry. With Jim’s
pragmatic and commercially focused approach to understanding the impact of
social media on your business this book will do the same again.”
—Neil Mason, Director of Analytical Consulting, Foviance
“Social media is hot, but is it the right move for your business? Jim Sterne, the
master of eMetrics, clearly explains in Social Media Metrics how to measure
the business value of social media and track your success. Buy it when you’re
ready to move from social media hype to social media ROI.”
—Bob Thompson, Founder and CEO, CustomerThink Corp.
“JimSternestepsoutsideofconventionalthinking,offeringreadersarefreshing
and useful methodology for thinking about the new ways that humans interact
with brands and with each other. Addressing the niche between an obsession
with ‘number of followers’ and mathematical theory, Mr. Sterne provides the
businessleaderwithholisticwaystostrategicallyaddressthisgrowingbutoften
misunderstood channel.”
—Kevin Hillstrom, President, MineThatData
“It’s‘backtothefuture’withJim’snewbook.Adecadeago(orso)webuiltsome
of the first Web Analytic companies with names like—Net Genesis, Keylime,
WebTrends,WebSideStory,andOminiturewhoallhadavisioninmind.Jimwas
the first expert to recognize and seize upon that vision—creating the seminal
workwhichexplainsitsvalue—andinsodoing,anentiresector.Adecadelater,
this new book does the same, only this time the outcomes are amplified as it
involves us all in so many ways, and in every part of our life.”
—Rand Schulman, Chief Marketing Officer, InsideView
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