Social Media Metrics Secrets -- Foreword -- Read This First -- Part I: ADDRESSING THE SOCIAL DATA DILEMMA -- Chapter 1: Going Pro with Social Media -- Demystifying Social Media Metrics -- Summary -- Chapter 2: Riding the Social Data Wave: Churning Data into Information -- Harnessing the Data Deluge -- Assembling a Panoramic Perspective -- Summary -- Chapter 3: Activating Your Socially Connected Business -- Participating with a People-Centric Approach -- Organizing for Social Media -- Socializing Your Business -- Kick-Starting Your Social Media Metrics -- Summary -- Part II: MANAGING SOCIAL MEDIA WITH ANALYTICS -- Chapter 4: Embracing Social Analytics -- Understanding the Discipline of Social Analytics -- Aligning Social Objectives with Corporate Goals -- Identifying Common Social Business Objectives -- Developing Key Performance Indicators -- Summary -- Chapter 5: Using the Social Analytics Framework -- Calculating Formulas for KPIs -- Communicating Results -- Summary -- Chapter 6: Deploying a Process of Continuous Optimization -- Optimizing Your Social Measurement Strategy -- Measuring the Unofficial Rules of Social Media Optimization -- Shifting Channels for Social Optimization -- Improving by Optimal Design -- Summary -- Part III: FINDING THE BIG SOCIAL MEDIA PAYOFF -- Chapter 7: Tracking the Elusive ROI in Social Media -- Smashing Your Marketing Funnel -- Recognizing Returns When You See Them -- Summary -- Chapter 8: Taking the Corporate Plunge -- Seeing the Social Technology Spectrum -- Choosing Your Social Analytics Vendor -- Protecting Privacy at All Costs -- Summary -- Chapter 9: Planning for a Socially Networked Future -- Creating a Measurement Mentality -- Looking Ahead for the Next Big Trend -- Summary -- Index.