Table of Contents (annotated)

Preface – Marshall Sponder

Forward – Avinash Kaushik

Chapter 1

The Conundrum of Social Media:

Where’s the ROI? . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Chapter 2

Targeting Your Customers:

Using Data to Find Your Customer . . . . . . . . . . . . . 21

Chapter 3

Tracking International:

Multicultural Social Media . . . . . . . . . . . . . . . . . . . 41

Chapter 4

Online Social Intelligence:

Extracting Signal from Noise . . . . . . . . . . . . . . . . . . 69

Chapter 5

Friends, Fans, and Followers:

Determining Their Worth . . . . . . . . . . . . . . . . . . . 81

Chapter 6

Influence:

Finding It and Measuring It . . . . . . . . . . . . . . . . . . 97

Chapter 7

Scorecarding:

Collecting and Understanding Social Media Data . 129

Chapter 8

Advanced Social Analytics:

Implementation and Monitoring Scorecards . . . . 159

Chapter 9

Going beyond Monitoring:

Content Creation and Content Tracking . . . . . . . 195

Chapter 10

Monitoring Tools and Technologies:

The Limits of What We Can Collect . . . . . . . . . . 217

Chapter 11

Convergence:

Mashing Up Data from Disparate Sources . . . . . . 255

Chapter 12

Where We’re Going:

The Future of Social Media Analytics
and Monitoring. . . . . . . . . . . . . . . . . . ……………….. .283