Don't Buy This Book

  |  April 1, 2010   |  Comments

Do you need the new book "Social Media Metrics"? Here are some straightforward facts to help you decide.

ClickZ attracts a sophisticated audience. If you're like three-fourths of online marketing sophisticates, you don't need my new book "Social Media Metrics: How to Measure and Optimize Your Marketing Investment" which starts shipping from places like Amazon, Barnes & Noble, and Borders.

If you're like me, you want to know the main point of the book right up front so you can:

  1. Decide it's written by a crazy person and should be avoided.
  2. Decide that you'll have to read the whole thing just to understand it and don't have time.
  3. Decide that you understand the premise well enough to skip it.
  4. Buy it for somebody else.

I tend to fall into category three more often than not. Don't get me wrong, Steve Krug's "Don't Make Me Think" is a wonderful book. But if you understand the title, you have what you need to design a great Web site. "The Long Tail"? Yep, I get it.

So, what is my latest about and do you need it? Here's the whole book in a nutshell:

  1. You already know that social media is where the Internet and the World Wide Web were in the mid 1990s. It's important. It's inevitable. I don't talk about that at all. That's so 2009.

  2. Social media is so important that the results of your social media efforts should be continuously assessed.

  3. There are time-honored metrics for advertising like reach, frequency, and awareness that are the same in the sociosphere as they are on TV and radio and in print.

  4. Influence is tricky. Knowing whom to suck up to in order to get more reach or more impact is good old-fashioned PR on steroids and in hyperspace.

  5. Sentiment is more than tricky. The jury is still out, but has been out since the 1970s, on linguistic analysis. I'm keeping an open mind and an open sense of curiosity because I want it to work. I want somebody to say, "Yes, we can tell that the tweet, 'This new sports drink tastes sick,' is positive or negative based on the apparent age of the tweeter and the region of the country." But I ain't seen it yet.

  6. Social media is about branding as well as direct response. You must understand both.

  7. An opportunity to see is now an opportunity to share, and both can be measured.

  8. Measuring your ability to listen, understand, and act on what you hear in the sociosphere may save your life.

  9. Social media is a true window into the hearts and minds of the marketplace, if you only take up the tools to monitor it, participate in the conversation, and measure your results.

  10. My brother has excellent taste in shirts. (Read all about it.)

Now that you know what the book is about, you might not need to read it. But here's a thought. Give it to your boss. And her boss. It will give them a sense that this weird, shiny new toy that they don't understand has business value that can be quantified. Then you can start the conversation inside your company.

And finally - yes, there is a business application for Chatroulette, but it came out after the book was printed so it's not in the book at all. And by the time I write the next one, it'll be obvious to everybody.

Download the ClickZ Advertising News & Marketing Rolodex, a free iPhone app. It's designed to help you connect with the industry's top interactive marketing experts.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Jim Sterne

Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, produces the eMetrics Marketing Optimization Summit and is co-founder and current chairman of the Digital Analytics Association.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Customer Service Representative
      Customer Service Representative (Common Sense Publishing) - Delray BeachDo you thrive on chaos? Love to multi-task? Enjoy a fast paced work environment...
    • Business Intelligence and Reporting Analyst
      Business Intelligence and Reporting Analyst (Stansberry and Associates) - BaltimoreStansberry and Associates is seeking a driven individual to fill...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...