Social Media Metrics: How to Measure and Optimize Your Marketing Investment -- Contents -- Foreword -- Acknowledgments -- Introduction: Getting Started-Understanding the Ground Rules -- Chapter 1: Getting Focused-Identifying Goals -- Measurement Is No Longer Optional -- Measurement, Metrics, and Key Performance Indicators -- Proceed Ye No Further if Ye Have No Goals -- Understanding Analysis -- Marketing Analysis and Optimization from 30,000 Feet -- Chapter 2: Getting Attention-Reaching Your Audience -- Can You Hear Me Now? -- Brand Recognition -- Brand Attribute Recognition -- Business Blogging Metrics -- How Many Saw What You Wrote? -- How Many Got the Message? -- A Little Bird Told Me: Twitter Numbers -- Measure the Reach of What Is Published About You -- Measuring Social Networking Sites -- Measure Your Audience -- Measure Your Apps and Widgets -- Has Your Message Been Heard? -- Chapter 3: Getting Respect-Identifying Influence -- How Big Is Their Audience? -- Hubs and Spokes -- All a-Twitter -- Peating the Right Repeater -- Impact -- The Problem of Fish and the Pond -- The Empty Metric -- Chapter 4: Getting Emotional-Recognizing Sentiment -- My Brother Doug's Shirts -- Tell Us How You Really Feel -- Sentimental Journey-a Framework -- The Promise of Automated Understanding -- What We Have Here Is a Failure to Communicate-How Sad is That? -- Hope on the Horizon -- Sentiment Beyond Twitter -- Chapter 5: Getting Response-Triggering Action -- How Many Made a Note of Your Post? -- Repeating Revisited -- Craving Comments -- Broadcasts Out of the Blue -- Click Happy -- Is That Supposed to Be Funny? -- Post-Click Engagement -- The Buy Now Button -- Chapter 6: Getting the Message-Hearing the Conversation -- Listen to Them Search -- Listen to Them Rate -- Listen to Them Praise -- Listen to Them Review -- Listen to Them Recommend.

Listen to Them Complain -- Ask Them to Participate -- Ask Them to Contribute -- Listen, Listen, Listen-and Then Respond -- Hearing Aids -- How Good a Listener Are You? -- Professional Listening -- Chapter 7: Getting Results-Driving Business Outcomes -- Key Performance Indicators for Web Sites -- Key Listening Indicators -- Key Community Indicators -- Compared with the Competition -- Case Study: Blogging for Dollars-The Cost of Reach -- Case Study: Social Media Metrics at Intuit -- Haven't We Already Solved This Problem? -- Crowdsourcing -- Chapter 8: Getting Buy-In-Convincing Your Colleagues -- Step One: Accept Your Role as Change Agent -- Step Two: Match the Message with the Receiver -- Step Three: Low-Hanging Fruit -- Step Four: Make It Personal -- Step Five: Bring a Plan -- Step Six: Read a Book -- Chapter 9: Getting Ahead-Seeing the Future -- Everything Becomes Social -- Sticks and Stones -- Enumeration Integration -- Yes, We Will Read Your Mind -- Customers Run the Show -- Appendix: Resources -- Importance of Social Media -- Social Media Definitions -- Social Media Advertising Consortium -- Measuring Social Media -- Zocalogroup's Measuring Digital Word of Mouth -- Razorfish's Measuring Social Influence Marketing Report -- Social Media Measurement Tools -- Measurement Camp Tools For Measurement -- Social Media Metrics Discussions -- Social Media Resource Pages -- Index.