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ROI of social media: how to improve the return on your social marketing investment

2011; Association of College and Research Libraries; Volume: 49; Issue: 04 Linguagem: Inglês

10.5860/choice.49-2172

1943-5975

Guy R. Powell, Steven Groves, Jerry Dimos,

Business Strategies and Innovation

Foreword. Preface. Acknowledgments. Introduction. SECTION 1 Getting Started with Social Media ROI. Chapter 1 Getting Started with Social Media ROI. Chapter 2 Social Media Motivations and Behaviors. SECTION 2 The Media Engagement Framework. Chapter 3 Introduction to the Media Engagement Framework. Chapter 4 Influencer Persona in the Media Engagement Framework. Chapter 5 Consumer Persona in the Media Engagement Framework. Chapter 6 Individual Persona in the Media Engagement Framework. Chapter 7 The Competitive Set Vying for Attention. Chapter 8 The Brand Image. Chapter 9 Search Being Found in Social Media. SECTION 3 Practical Applications of Social Media ROI. Chapter 10 Putting Values to the R and I of ROI in Social Media. Chapter 11 Eight-Step Process to Measuring Social Marketing Strategy and ROI. Chapter 12 Social Media Metrics Tools Providers. SECTION 4 Where Does Social Media Go from Here? Chapter 13 The Future of Social Media and ROI. Afterword. Appendix. Bibliography. Index.