Social Media Intelligence
暫譯: 社交媒體智慧分析

Moe, Wendy W., Schweidel, David a.

Social Media Intelligence
  • 出版商: Cambridge
  • 出版日期: 2019-06-13
  • 售價: $2,030
  • 貴賓價: 9.5 折 $1,929
  • 語言: 英文
  • 頁數: 204
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 1108708021
  • ISBN-13: 9781108708029

    • 海外代購書籍(需單獨結帳)

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商品描述

In the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions. Are consumers satisfied with our product? How are our policies perceived? Do voters agree with our platform? Measuring online opinion is more complex than just reading a few posted reviews. Social media is replete with noise and chatter that can contaminate monitoring efforts. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy. This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to a more comprehensive use of social media intelligence.

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  • Discusses a wide range of applications with examples and case studies drawn from consumer brands, political campaigns and celebrity image management
  • Rich in both the theoretical foundations and the practical applications related to social media behavior and marketing
  • Uses the science of opinion to better understand social media behavior, metrics and strategy

商品描述(中文翻譯)

在 Facebook、Twitter 和 Yelp 的世界中，與同事的水冷器對話和與鄰居的後院閒聊已經從實體世界轉移到數位領域。在這個新環境中，從《財富》500 強公司到政府機構再到政治運動的組織，持續監控線上意見，以指導他們的行動。消費者對我們的產品滿意嗎？我們的政策被如何看待？選民是否同意我們的政綱？衡量線上意見比僅僅閱讀幾條評論要複雜得多。社交媒體充斥著噪音和閒聊，這可能會污染監控工作。通過了解什麼塑造了線上意見，組織可以更好地挖掘社交媒體閒聊中隱藏的寶貴見解，並更好地指導策略。本書可以幫助任何面對理解社交媒體數據挑戰的人，超越當前的社交媒體監控實踐，實現更全面的社交媒體智慧應用。

- 討論了廣泛的應用，並提供了來自消費品牌、政治運動和名人形象管理的例子和案例研究
- 在社交媒體行為和行銷相關的理論基礎和實踐應用方面內容豐富
- 利用意見科學來更好地理解社交媒體行為、指標和策略

目錄大綱

Part I. Foundations:
1. The beginnings of social media intelligence
2. From politics to new products to sports, everyone has an opinion
Part II. Online Opinion or Online Noise:
3. Why do we share our opinions?
4. The social effects of strangers
Part III. Conversational Trends:
5. Opinion ecosystems and the evolution within
6. Is social media fragmenting the population?
Part IV. Social Media Intelligence:
7. Managing social media communities for better social media intelligence
8. Cutting through the online chatter
9. Intelligence integration
10. Building social media intelligence into our strategies
11. Moving from social media monitoring to social media intelligence.

目錄大綱(中文翻譯)

Part I. Foundations:

1. The beginnings of social media intelligence

2. From politics to new products to sports, everyone has an opinion

Part II. Online Opinion or Online Noise:

3. Why do we share our opinions?

4. The social effects of strangers

Part III. Conversational Trends:

5. Opinion ecosystems and the evolution within

6. Is social media fragmenting the population?

Part IV. Social Media Intelligence:

7. Managing social media communities for better social media intelligence

8. Cutting through the online chatter

9. Intelligence integration

10. Building social media intelligence into our strategies

11. Moving from social media monitoring to social media intelligence.

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