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Measure What Matters. Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships. Edition No. 1

  • ID: 1853092
  • Book
  • April 2011
  • 272 Pages
  • John Wiley and Sons Ltd
In an online and social media world, measurement is the key to success

If you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results.

Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies.

  • Based on hundreds of case studies about how organizations have used measurement to improve their reputations, strengthen their bottom lines, and improve efficiencies all around
  • Learn how to collect the data that will help you better understand your competition, do strategic planning, understand key strengths and weaknesses, and better respond to customer preferences
  • Author runs a successful blog and serves as a measurement consultant to companies such as Facebook, Southwest Airlines, Raytheon, and Allstate

Don't draw conclusions or make key decisions based on guesswork. Instead, Measure What Matters and the difference will show in the most important measure: your bottom line.

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Foreword Larissa A. Grunig and James E. Grunig.


Part 1 Not Your Father's Ruler.

Chapter 1 You Can Now Measure Everything, but You Won't Survive Without the Metrics that Matter to Your Business.

Chapter 2 How to Get Started.

Chapter 3 Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to Improve.

Chapter 4 Yes, You Can Afford to Measure: Choosing the Right Measurement Tool for the Job.

Part 2 How to Measure What People Are Saying About You Online and Off.

Chapter 5 How to Measure Marketing, Public Relations and Advertising in a Social Media World.

Chapter 6 How to Use Numbers to Get Closer to Your Customers.

Chapter 7 Measuring the Impact of Events, Sponsorships, and Speaking Engagements.

Chapter 8 How to Measure Influencers and Thought Leadership.

Chapter 9 Measuring Relationships with Your Local Community.

Chapter 10 Measuring What Your Employees Think.

Chapter 11 Threats to Your Reputation: How to Measure Crises.

Chapter 12 Measuring Relationships with Salespeople, Channel Partners, and Franchisees.

Chapter 13 Measurement for Nonprofits.

Chapter 14 Measure What Matters in Higher Education: How to Get an A in Measurement.

Epilogue: Whither Measurement?

Appendix 1: The Grunig Relationship Survey.

Appendix 2: Measurement Resources.




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Katie Delahaye Paine
Note: Product cover images may vary from those shown