Books & Videos

Table of Contents

  1. Media Measurement by Function

    1. Chapter 1 Marketing

      1. Marketing and Social Media: The Promise and the Reality
      2. Three Myths about Social Media
      3. Branding
      4. Purchase Intent
      5. Summary
    2. Chapter 2 Sales

      1. Introduction
      2. Reach Versus Intention
      3. Recommendation Systems
      4. The Technology of Recommendation Systems
      5. Trust, Personality, and Reason
      6. Summary
    3. Chapter 3 Public Relations

      1. PR Often Has No Measurable ROI
      2. Measuring People
      3. Measuring Distributing
      4. PR to Warn
      5. Summary
    4. Chapter 4 Customer Care

      1. New Voice of the Customer
      2. Customer Care 2.0
      3. Dos and Don’ts
      4. Is Social Customer Care the New Commodity?
      5. Automation and Business Intelligence
      6. Summary
    5. Chapter 5 Social CRM: Market Research

      1. Case Study: Customer Lifecycle
      2. Analytical CRM: The New Frontier
      3. Which Data?
      4. Summary
    6. Chapter 6 Gaming the System

      1. Spam and Robots
      2. Creating Reach
      3. How to Spot Bots
      4. Smearing Opponents
      5. Creating Influence and Intention
      6. Spreading Paid Opinions: Grassroots and Astroturfing
      7. Contagiousness
      8. The Opposite of Virality: Suppressing Messages
      9. Blurry Lines
      10. Summary
    7. Chapter 7 Predictions

      1. Predicting the Future
      2. Prediction of Learning
      3. Predicting Elections
      4. Predicting Box Offices
      5. Predicting the Stock Market
      6. Closing Predictions
      7. Workbook Questions
  2. Build Your Own Ask-Measure-Learn System

    1. Chapter 8 Ask the Right Question

      1. Case Study: Major Telecom Company
      2. Formulate the Question
      3. An Industry in Search of a Question
      4. Summary
    2. Chapter 9 Use the Right Data

      1. Which Data Is Important?
      2. Data Selection
      3. Summary
    3. Chapter 10 Define the Right Measurement

      1. Examples of Social Media Metrics
      2. The Risks of Metrics
      3. Summary
  3. Appendix

    1. Appendix All Names

      1. Endorsement
      2. Introduction
      3. Chapter 1, Marketing
      4. Chapter 2, Sales
      5. Chapter 3, Public Relations
      6. Chapter 4, Customer Care
      7. Chapter 5, Social CRM: Market Research
      8. Chapter 6, Gaming the System
      9. Chapter 7, Predictions
      10. Chapter 8, Ask the Right Question
      11. Chapter 9, Use the Right Data
      12. Chapter 10, Define the Right Measurement
  1. Colophon