Social Media Metrics in Java

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or executive names. Once identi ed, the keywords will be used to retrieve clippings on the Internet, classi ed by news, blogs, video, etc. Upon visitors landing on the company s web site, the Tealium Social Media patent-pending technology will identify whether the visitor has been exposed to a speci c social media content that has been indexed. If you re in need of a report that proves to upper management that social media is driving traf c, this would be a good place to begin.
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Is That Supposed to Be Funny
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Imitation may be the sincerest form of attery, but satire is still attery although it may be insincere and far from attering. Satire is a sign that you have become large enough to be a target. Measure it, yes; control it, no. There are many stories, starting with the Coke/Mentos video, of companies that tried to shut down an embarrassing online conversation only to discover that it can t be done. The discovery is usually in public and quite embarrassing. Instead, embrace those having fun at your expense and encourage them. Make a contest of it. In a blog post called When will the world make fun of you Seth Godin says, Spread the word, share the story. If it s worth telling, it s worth parodying. When will we be able to parody what you do (See http://sethgodin.typepad. com/seths blog/2009/10/when-will-the-world-make-fun-ofyou.html). When parodies are not in good fun. When online comments are not accurate, then it s time to call the lawyers.
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For an in-depth and thoughtful look at how to measure your YouTube exposure, take a look at a blog post from Peter Kowalski, director of research strategy at KDPaine & Partners called How to Measure YouTube: Set up a simple measurement program, decide if particular videos are really problems, and prepare for the worst case scenario (www.themeasurementstandard.com/issues/51-08/kowalskiyoutube5-1-08.asp). There s also a good review of the tool YouTube Insight by Jake Matthews at www.10e20.com/blog/2008/07/15/video-optimizationand- analytics-a-closer-look-at-youtube-insight/.
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Post-Click Engagement
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Once the clicker has arrived on your web site, an entirely different set of metrics kicks into place. The world of web analytics is constantly changing and has fascinated me for 10 years. I wrote a book called Web Metrics: Proven Methods for Measuring Web Site Success and founded the eMetrics Marketing Optimization Summit (www.emetrics.org) as well as the Web Analytics Association (www.WebAnalyticsAssociation.org) yes, I am fascinated. Interactivity after the click is your persuasion process at work. This is where your speci c company goals meet a wide variety of tools to measure whether your marketing is on the money or missing the mark.
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While this may be the ultimate onsite/on-phone/in-the-store question, it is also applicable to social media. Yes, people are buying directly from blog posts and tweets.
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Figure 5.5 Dell, ahead of the pack selling on the Internet, is
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now out in front selling via Twitter
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Twitter.com/delloutlet (Figure 5.5) sells certi ed, refurbished, scratch & dent and previously ordered new Dell products at great prices. What s not to love They tweet great deals; you click and buy. From the budget conscious (that would be all of us from time to time) to the corporate buyer, this represents a way to get a quick check on something you planned to buy anyway or a chance to take advantage of a once-in-a-lifetime offer. As of June 2009, Dell had hit the $3 million mark in sales, putting to rest any question of whether this constituted a new and valuable means of communication.
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Figure 5.6 Engagement Food
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Chain
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The nal step up the engagement food chain (Figure 5.6) is recommendations. That s a great place to begin a look at how well your company is listening to the conversation out there. It s important enough to deserve its own chapter called Getting the Message Hearing the Conversation.
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