1.
Social Media
Measurement and
Management:
Entrepreneurial Digital
Analytics (2020)

2.
Unit One: Foundations of Social Media Measurement and Management
Unit Two: Strategic Social Media Measurement Tools
Unit Three: Best Practices
Unit Four: Social Media Planning and Campaigns

3.
Chapter 1: Social Crowds, Voice and Personal Branding
Branding is the perception of your position in the market, including all of your content and imagery –
@Crestodina
Evolytics AUDIT: Align, Understand, Document, Identify, Tell

4.
Ann Vargas: Our agency is
100 percent remote, and our
clients come from Facebook
groups, our Instagram page,
my personal page, and
referrals from our friends on
the Internet.

5.
Chapter 2: Concepts and Campaigns
Just as this wave of Big Data is changing how we live our lives, it is
changing how firms develop, grow and innovate – @RussWalker1492
Barcelona Principles 2.0: Goal Setting; Outcomes Measurement;
Organizational Performance; Quantitative and Qualitative; Consistent
Social Media Measurement; and Transparent, Consistent and Valid
Measurement.

6.
SMART Goals: Specific, Measurable, Attainable, Relevant and Timely
Google Analytics is the
market leader, in part
because it is a powerful,
sophisticated tool, and in
part because it is free –
@DavidKamerer

7.
Best practices are
no way to make
important business
decisions… Your
business is unique
and distinct –
@garyangel

8.
Overall awareness
activities were
amplified and reached
a diverse group of
people –
@randazalman

9.
Chapter 3: Social Network Sites
For social media managers
drowning in a world of data, and
hoping to navigate their ship in
this ocean of data, critical
thinking skills used by
detectives… can provide
interesting starting points –
@deeptiganapathy

10.
Chapter 4: Metrics and Management Tools
Peers and people like
you are the most
trusted sources of
information –
@EdelmanPR

11.
Chapter 5: Academic Social Media Research
In the race to understand social media behavior,
researchers have mistakenly equated social
media usage with the more cognitive and
emotional involvement of social media
engagement – @Gallicano
Social media use motivation can be driven by information-seeking,
socializing, entertainment, and self-status seeking

12.
Chapter 6: PR, Advertising and Marketing
You likely don’t have just one target audience, or
persona… Build these out and support your personas
with social media data from a listening solution, so
you have real-time intelon what each demographic
likely to buy your product is talking about and cares
about --@LLHitz

13.
SWOT Analysis:
Strengths, Weakness, Opportunities and Threats

14.
Chapter 7: Social Media Data Law and Ethics
The settlement requires Facebook to take
several steps… by maintaining a
comprehensive privacy program to protect
consumers’ information, and by
obtaining…privacy audits from an
independent third party – @FTC

15.
Chapter 8: Customer Relationships and Content
Thus, if you want to increase your
share of voice, don’t just give your
customers something to talk about,
give them SOMEBODY to talk about,
too – @JayBaer

16.
You can’t just
interrupt the
conversation
– @Britopian

17.
AI can help in
social media by
finding new clients,
promoting the right
brands, and
identifying
demographics –
@DanaDyksterhuis

18.
Chapter 9: Employee Engagement
A campaign
mindset helps
organizations
to be
strategic.

19.
As new media come to market,
from blockchain to AI Advances
we are all going to have to
double-down on embracing
change and developing an
entrepreneurial, misfit spirit,
mindset so that we can keep
embracing change – @grygiel

20.
Chapter 10: Future of Social Media Measurement and Management
The future of social media
marketing rests on using
data analytics to audit
performance, refining
media storytelling
messages, emphasis on
video, effective use of key
social media platforms,
and networking.

21.
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