Social Media Intelligence: Extracting Knowledge from the Fire Hose of Conversations

Description

Companies know they must monitor the online conversations that mention their brand, competitors, or industry - but few of them know how to do it effectively, and even fewer are making effective use of the information they gather. In Social Media Intelligence, leading social media expert Sally Falkow shows them how. Writing for entrepreneurs, marketers, advertising specialists, and PR professionals, Falkow demystifies today's powerful social media analysis tools, and demonstrates how to make the most of them. In plain English, she introduces best practices for capturing data, analyzing it, and above all, using it for competitive advantage. She guides companies in going beyond "reactive" techniques (intended to protect brands and avoid crises) to "proactive" monitoring (for identifying powerful new business opportunities). From "social graphs" to content strategy, Falkow offers realistic and actionable guidance - illuminated with plenty of visuals, examples, and case studies. The newest book in our highly successful Que Biz-Tech series, Social Media Intelligence will help companies pinpoint their best potential customers, discover where those customers spend their time, uncover what they care about most - and transform that knowledge into profits.

Sample Content

Table of Contents

Introduction
1. Collecting the Data (Listening)
2. Analyzing the Data
3. Building your Social Graph
4. Extracting Social Media Intelligence
5. Sharing the Knowledge
6. Content Strategy
7. Business Decisions
8. Case Studies

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