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· 분류 : 외국도서 > 경제경영 > 인력관리
· ISBN : 9780470827413
· 쪽수 : 320쪽
· 출판일 : 2011-03-22
목차
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.
