000			05514nam a2200217 a 4500
001			4883
003			IED_BCN
005			20220628203628.0
008			s2011 1 eng d
010			_a000004883
020			_a9780470920107
040			_aIED_BCN _bcat _cIED_BCN
100			_aDelahaye Paine, Katie _92221 _d1952
245		0	_aMeasure what matters : _bonline tools for understanding customers, social media, engagement, and key relationships / _cKatie Delahaye Paine, William T. Paarblerg
250			_a1ª edición
260			_aNew Jersey : _bJohn Wiley & Sons, _c2011
300			_a272 p. ; _c16 x 2.5 x 23.6 cm
505			_aNot your father's ruler : you can now measure everything, but you won't surive without the metrics that matter to your business ; social media isn't about media, it's about community in which you do business ; measurement is so much more than counting ; what really matters to your business? ; why measure at all? ; data-driven decision making saves time and money ; it helps allocate budget and staff ; gain a better understanding of the competition ; strategic planing ; measurement gets everyone to agree on a desired outcome ; measurement reveals strengths and weaknesses ; measurement gives you reasons to say "no" ; dispelling the myths of measurement ; measurement= punishment ; measurement will only create more work for me ; measurement is expensive ; you can't measure the roi, so why bother? ; measurement is strictly quantitative ; measurement is something you do when a program is over ; "I know what's happening: i don't need research" ; measurement, the great opportunity: shere are most companies in terms of measurement and where they could they be? : how to get started ; questions every communitacions professional must be able to answer ; what are your objectives? ; who are your program's target audience(s)? : what is important to your audiences? ; what motivates them to buy your products? ; what are your keu messages? ; who influences your audience(s)? ; how do you disribute your product or service? ; what are you going to do with the information you get from your research? ; what other measurement programs are currently underway? ; how to decide what to measure: success - are we there yet? ; making the budget argument ; how to ensure data acuracy ; incomplete assessment of variables ; relevancy of content ; commercial services omit results ; the (in)accuracy of content analysis ; a simple checklist to ensure accurete results : sevensteps to the perfect measurement program: ow to prove your results and use your results to improve ; define your goals and objectives: why are you launching this plan or pursuing this strategy? what i the "r" in roi that are you seeking to measure? ; define your environment, your audiences, and your role in the influencing team ; define your investment: what will it cost? what is the "i" in roi? ; determine your benchmarks ; define your key performance indicators: what are the metrics you will report with? ; select the right measurement tool and vendors and collect data ; turn data into action: analyze data, draw actionable conclusions, and make recommendations ; five ways to measure roi ; how to leverage your measurement results to get what you want : yes, you can afford to measure: choosing the right measurement tool for the job ; how to decide what tool is right for you: the right tool depends of the job ; how to decide what tool is right for you: the right toold deppends on the job ; tools to determine what your marketplace is saying: media content analysis ; type of media ; visibility: prominente + dominance ; tone ; messages communicated ; sources mentioned ; conversation type ; tools to determine what your marketplace is thinking: opinion ; research and surveys ; measuring awareness ; measuring preference ; measuring relationships ; measuring engagement ; tools to determine what your marketplace is doing: web analytics and behavioral metrics ; what's it really going to cost? ; controlling the cost of surveys ; controlling the cost of media content analysis ; random sample your content ; if you have no budget at all ; qualitative versus quantitative research ; focus groups provide insight ; survey provide facts -- how to measure what people are saying about you online and off : how to measure marketing, public relations, and advertising in a social media world ; the three-part social media revolution ; redefine "now" ; redefine pr, adverstising, marketing and corporate communications ; change how we quantify success ; the new rules for pr and social media ; you're not in control - and never have been ; ther is no market for your message ; it's about reaching the right eyeballs, not all eyeballs ; it's worse to not be talked about all ; building the perfect online measurement program ; the two worlds of social media ; measuring what you can control: web metrics and engagement ; lurking ; casual ; active ; committed ; loyalist ; measuring what you can't control ; define the goal ; identify your publics and determine how your social media effeorts affect them ; define your benchmarks ; determine the specific kpis by which you will define success ; select a tool ; collect data, analyze results, make recommendations and measure again ; a final word on roi and comparing social media to other tactics what's wrong with advertising value equivalency?
650			_aSocial Media. Customer Service.Estrategia y gestión de empresa _92222
942			_2lcc _c1
999			_c7026 _d7026