tailieunhanh - Social Media analyticS

Social Media Analytics engines provide information. “Branded content, however, is far more social [than content mills like Demand Media’s] because branded content is written with a human voice and published by a branded entity [you, a friend, campaign, cause, company, brand, etc.]. Search drives a lot of traffic to branded content, of course, but once there, people are more likely to share branded content than content produced mainly for search results such as ‘how to tie a tie.’ | SOCIAL MEDIA Analytic s EFFECTIVE TOOLS FOR BUILDING INTERPRETING AND USING METRICS MARSHALL SPONDER New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto The McGraw-Hill Companies Copyright 2012 by Marshall Sponder. All rights reserved. Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976 no part of this publication may be reproduced or distributed in any form or by any means or stored in a data base or retrieval system without prior written permission of the publisher. 1234 56 7 89 0 DOC DOC 1 6 5 4 3 2 1 ISBN 978-0-07-176829-0 MHID 0-07-176829-7 e-ISBN 978-0-07-176862-7 e-MHID 0-07-176862-9 This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal accounting or other professional service. If legal advice or other expert assistance is required the services of a competent professional person should be sought. From a Declaration of Principles Jointly Adopted by a Committee of the American Bar Association and a Committee of Publishers and Association McGraw-Hill books are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative please visit the Contact Us pages at . This book is printed on acid-free paper. chapter 9 Going beyond Monitoring Content Creation and Content Tracking It is one thing to create social media and quite another thing to measure it so as to optimize content creation. That s almost a requirement as platforms become more intelligent and people become serious about using social media as a marketing tool. Some of the case studies in this book such as the one on InfiniGraph Chapter 4 discuss changes in online content that are detected by measurement and