Social Media Analytics Strategy: Using Data to Optimize Business Performance

This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing.

Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers.

This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies.

What You’ll Learn

• Get a clear view of the available data for social media marketing and how to access all of it
• Make use of data and information behind social media networks to your favor
• Know the details of social media analytics tools and platforms so you can use any tool in the market
• Apply social media analytics to many different real-world use cases
• Obtain tips from interviews with professional marketers and founders of social media analytics platforms
• Understand where social media is heading, and what to expect in the future

Who This Book Is For

Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

Table of Contents

Part I: Data
Chapter 1: Social Media Data
Chapter 2: From Data to Insights
Chapter 3: Luis Madureira

Part II: Defining Analytics in Social Media and Types of Analytics Tools
Chapter 4: Analytics in Social Media
Chapter 5: Dedicated vs. Hybrid Tools
Chapter 6: Alexander and Frederik Peiniger

Part III: Differences of Social Media Networks
Chapter 7: Social Network Landscape
Chapter 8: Tam Su

Part IV: The Analytics Process
Chapter 9: The Analytics Process
Chapter 10: Armando Terribili

Part V: Metrics, Dashboards, and Reports
Chapter 11: Metrics
Chapter 12: Dashboards
Chapter 13: Reports
Chapter 14: Milan Veverka

Part VI: Strategy and Tactics
Chapter 15: Strategy
Chapter 16: Tactics
Chapter 17: Michael Wu

Part VII: The Future
Chapter 18: Prescriptive Analytics
Chapter 19: The Future of Social Media Analytics