Ask, Measure, Learn: Using Social Media Analytics to by Lutz Finger

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By Lutz Finger

You can degree essentially whatever within the age of social media, but when you don’t comprehend what you’re searching for, accumulating mountains of knowledge won’t yield a grain of perception. This non-technical consultant exhibits you the way to extract major company worth from vast facts with Ask-Measure-Learn, a process that is helping you ask the appropriate questions, degree the best facts, after which study from the consequences.

Authors Lutz Finger and Soumitra Dutta initially devised the program to aid governments and NGOs sift via volumes of information. With this booklet, those specialists supply company managers and analysts with a high-level evaluation of the Ask-Measure-Learn procedure, and show particular how one can observe social media analytics to advertising, revenues, public kinfolk, and client administration, utilizing examples and case studies.

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While Amazon does not allow reviews to be bought, other social media channels allow so-called promoted articles. For example, Twitter offers promoted tweets; Facebook displays your status updates only to a limited percentage of your fans except when you pay additional fees for advertisements or so called featured stories; Stumble-Upon promotes your link with a so-called paid discovery, and so on. These are all effectively paid advertisements. Owned Brand owners and companies can start their own blogs or fan pages and thus create “owned” content and accounts that they control, like their own YouTube channel, web page, or Twitter account.

Or better yet, do social networks play a pivotal role in influencing peoples’ decisions? The traditional view is that only a few people will have a big impact over us. ”21 However the idea that a few people determine what we like, think, and do has been around for a while. Katz and Lazarsfeld called them opinion leaders back in 1955,22 followed by Merton who called them “influentials” (1968),23 up to Gladwell and the PR agency Burson Marsteller, who now calls them e-fluentials. Those influencers tell us what to do, as depicted in Figure 1-6, and we all have anecdotal evidence where someone helped us make a decision.

An action in the case of marketing this will be most likely sales related, such as sales conversions, which, in turn, will have a direct financial impact. But is that the case with “Linda”? Compare the following three tweets on Twitter as an example. The main differences between these tweets are in their action orientation and in their measurability: Buy the book Ask, Measure, Learn today. Get a 10% discount with this tweet before the 15th of this month. url/buynow. 16 | ASK, MEASURE, LEARN Ask, Measure, Learn shows how influencers are often overrated and how this may lead to poor decisions.

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