Social Media Metrics

出版者:Wiley

作者:Jim Sterne

页数:272

出版时间:2010-04-05

价格:USD 24.95

装帧:Hardcover

isbn号码:9780470583784

具体描述

Product Description

The only guide devoted exclusively to social media metrics

Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix.

While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine:

Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy

How to leverage the time and effort you invest in social media

How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired

Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

From the Back Cover

Measure the success of your social media business strategy

Filling a key need for serious online marketers, Social Media Metrics gives you an A–Z guide to using data to drive your social media marketing efforts. Inside you'll find how best to assess your Twitter and Facebook followings (hint: more is not always better), how to maximize your social media ROI, how to use social media metrics to effectively make your case to skeptics, and much more. Filled with the numbers that matter and specific examples of how to use them, Social Media Metrics equips you to successfully market on the social Web.

"Jim Sterne has been at the cutting edge of this industry since before there even was an industry. If you're focused on measurement, you need his take on it."

—Seth Godin, author, Linchpin

"Companies know they must have a social strategy, yet when approaching emerging technologies, measuring ROI is a challenge. Thankfully, we've got Social Media Metrics, in which Jim provides actionable frameworks and how-tos. This is a desktop reference that professionals should keep in close reach."

—Jeremiah Owyang, Web strategist

"Jim Sterne has been in the business of teaching us how to measure the immeasurable for fifteen years. With this wonderful book, he brings his wisdom to the problem du jour: social media. In a faith-based medium, you'll learn how to be data driven!"

—Avinash Kaushik, author, Web Analytics 2.0

作者简介

Jim Sterne is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, Sterne focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships.

Jim is the producer of the international eMetrics Marketing Optimization Summits www.emetrics.org and is the co-founder and current Chairman of the Web Analytics Association www.WebAnalyticsAssociation.org

用户评价

这本书的排版和语言风格，初看之下，似乎有些不修边幅，更像是内部培训材料而非面向大众的商业畅销书。但正是这种“朴素”的风格，反而建立了一种与读者之间不设防的信任感。它没有使用大量的图表轰炸，而是依赖于清晰的逻辑链条和严谨的论证。我必须承认，前三分之一的内容对我来说略显吃力，因为它涉及到一些基础的统计学概念的回顾，比如置信区间和异常值处理，对于我这种文科背景出身的读者来说，需要放慢速度，反复咀嚼。然而，一旦跨过这道门槛，后面的内容就如虎添翼了。书中关于“用户生命周期价值（LTV）”与“获客成本（CAC）”动态平衡的论述，简直是教科书级别的精准。它没有提供“一键优化”的速成秘籍，而是强调了在不同商业阶段，指标的侧重点必须随之调整。这种务实的、动态的视角，比市面上那些鼓吹“病毒式传播”的肤浅之作高明太多了。

这本书带给我的震撼，更多的是在“哲学层面”对数字的重新审视。我们常常陷入“可衡量即有价值”的陷阱，认为只要能用数字表示，就一定重要。作者以一种近乎哲学家的口吻，探讨了“沉默数据”的价值——那些我们没有去追踪，或者追踪了但没有纳入核心指标的隐性用户行为。比如，用户在浏览了某个产品页面后，没有购买，但却在论坛里进行了相关的讨论，这种间接反馈如何量化？书中的某一章深入探讨了定性研究与定量分析的融合点，提供了一些巧妙的方法论来捕捉这些“幽灵数据”。这让我开始重新审视我们内部的数据报表，发现我们可能已经忽略了80%的真实用户意图，而仅仅在关注那20%最容易被计算的表象指标。这本书不是一本让你学会计算的工具书，而是一本让你学会“思考如何衡量”的思维导图。它要求你停下来，问自己：“我为什么要衡量这个？”而不是：“我能衡量什么？”

如果要用一个词来形容这本书的阅读体验，那一定是“解构主义”。它似乎有一股魔力，能够把那些看起来固若金汤的行业标准和流行指标，层层剥开，露出它们内部的结构和潜在的逻辑漏洞。我特别欣赏作者在处理“虚荣指标”时的坚决态度。他没有委婉地批评，而是直接用数据模型证明了为什么过度关注曝光量和粉丝数最终会导致战略方向的偏差。对于那些正在构建自己数据看板的管理者来说，这本书简直是一剂清醒剂。它教会我的不是新的公式，而是如何识别那些“看起来很美”但实际上毫无意义的数字陷阱。书后的附录部分，虽然简短，却提供了几个非常实用的Python/R脚本示例（虽然我只理解了其中一部分），这进一步证明了作者理论与实践紧密结合的决心。总而言之，这本书更像一位经验丰富、略带愤世嫉俗的导师，他不仅告诉你成功者是如何做的，更尖锐地指出了失败者是如何被数字误导的。

这本书的封面设计乍一看平平无奇，那种标准的学术风格，米黄色的纸张，黑色的宋体字，让人不禁打了个哈欠。我当初买它纯粹是因为研究方向的需要，对“社交媒体指标”这个主题感到一丝迷茫，希望能找到一本能提供清晰框架的指南。然而，当我真正翻开它，深入阅读其中的章节时，那种预期中的枯燥和晦涩感却意外地消散了。作者的叙述方式非常注重实操性，没有过多地沉溺于那些宏大叙事或者市场营销的空洞口号，而是直接切入了如何构建一个可量化的评估体系。比如，书中关于“用户参与度”的解析，并非简单地罗列点赞和评论的数量，而是将其分解为深度参与（如分享、保存）和浅层互动（如点击、浏览）的权重模型。我尤其欣赏作者在讨论算法偏见时所展现出的批判性思维，这在很多同类书籍中是缺失的。它不仅仅教你如何计算ROI，更是在提醒你，指标背后的“人”和“动机”才是真正的核心。整个阅读过程就像是跟着一位经验丰富的向导，穿梭在数据迷宫中，每走一步都有明确的标记和解释，让人感到踏实且收获颇丰。

读完这本书，我最大的感受是“豁然开朗”，尤其是在处理跨平台数据对比时。此前，我总是习惯于将A平台的数据直接套用B平台的逻辑去分析，结果往往是自说自话，得出的结论缺乏说服力。这本书的精妙之处在于，它提供了一套强大的“通用语境转换器”。作者用了整整一章的篇幅来探讨不同平台生态系统如何影响指标的定义和解释——比如，TikTok的“完播率”和YouTube的“平均观看时长”在用户心智模型上的差异。我尝试着将书中的“基准线设定法”应用到我目前负责的一个小众社群项目中，结果发现，我们之前设定的增长目标其实是基于错误的参照系。书中的案例研究非常扎实，不是那种虚无缥缈的“某跨国公司”，而是细致到“一个专注于手工艺品的独立电商在六个月内的增长分析”。这种微观层面的剖析，让原本抽象的理论变得触手可及。它迫使你跳出你熟悉的舒适区，去质疑那些你一直认为理所当然的KPIs。

Not really give me a picture of how to measure social media marketing.

some interesting metrics

some interesting metrics

some interesting metrics

some interesting metrics