Introduction to Week 9

This week, we will delve into the emerging field of social media monitoring and the tools that make it possible. Social media monitoring is the process of tracking, measuring, and evaluating an organization’s social media marketing initiatives. The metrics and tools involved in this process are complex and quickly evolving field, hence, these chapters will be more challenging then the rest the book. Be sure to start early to give yourself plenty of time to read and understand the material.  

Chapter 13 discusses the process of social media monitoring. After studying this chapter, you will able to:

1. Explain the nature and importance of social media monitoring
2. Discuss the role of listening in tracking social media activities
3. Explain the Valid Metric Framework and how it can be useful in social media marketing
   
4. Identify some of the issues in choosing the right social media metrics, both quantitative and qualitative
   
5. Define the importance of business objective and ROI as part of the monitoring process
   
6. Define Key Performance Indicators (KPIs)
   
7. Identify some of the ways in which Google Analytics can shed light on SMM effectiveness
   
8. Explain ways in which platform analytics can be useful to social media marketers and to brand managers

Chapter 14 discusses tools for managing the social media marketing effort. After studying this chapter, you will able to:

1. Describe what SMM tools are
   
2. Identify types of SMM tools
   
3. Discuss how to go about choosing SMM tools for different types of marketing activities
4. Give examples of different types of SMM tools and explain how their use can improve the marketing effort
5. Discuss the difference between tools and apps
   
6. Given an example of an app for consumer use
   

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