1. The coming of age of measurement -- 2. Demystifying return on investment -- 3. "Puzzles" versus "pieces" getting the metrics right -- 4. The "tail" and the "dog" in social media measurement -- 5. Getting a robust and effective social media measurement progr...

Ausführliche Beschreibung

Bibliographische Detailangaben

1. Verfasser:	Bartholomew, Don (VerfasserIn)
Weitere Verfasser:	Chen, Zifei Fay (HerausgeberIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	New York, New York (222 East 46th Street, New York, NY 10017) Business Expert Press 2016
Ausgabe:	First edition
Schriftenreihe:	Public relations collection
Schlagworte:	Online social networks / Measurement Social media / Measurement Webometrics World Wide Web / Research
Online-Zugang:	FHN01 FWS01 FWS02 UBY01 URL des Erstveröffentlichers
Zusammenfassung:	1. The coming of age of measurement -- 2. Demystifying return on investment -- 3. "Puzzles" versus "pieces" getting the metrics right -- 4. The "tail" and the "dog" in social media measurement -- 5. Getting a robust and effective social media measurement program -- 6. The deadly sins of advertising value equivalents -- 7. Thus spoke the measurati -- 8. Gaining accountability, making it count -- References -- Index Public relations and social media research and measurement have come a long way. What are the right metrics to measure in the face of numerous tool vendors and platform choices? How can we make the results count? And how can we prove the accountability of our profession? This book presents answers to these questions from the late Don Bartholomew, the first of the Measurati and a great industry thought leader, through a compilation of the 67 blog posts he authored on his blog MetricsMan from 2006 to 2014. It entails his opinions and insights on the most important topics of public relations and social media research and measurement-- the evolution of measurement over the years, return on investment (ROI), the Barcelona Principles, social media measurement models, marketing mix modeling (MMM), the battle against advertising value equivalents (AVEs), and the journey toward accountability. Through this book, public relations professionals will be able to set clear measurement goals and objectives, identify right from wrong in the metrics they use, and understand how to apply the valid measurement models and frameworks in their practices
Beschreibung:	Includes bibliographical references (pages 189-193) and index
Beschreibung:	Online-Ressource (xvi, 198 pages)
ISBN:	9781631575228 9781631575211