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OverviewFull Product DetailsAuthor: Wendy W. Moe (University of Maryland, College Park) , David A. Schweidel (Associate Professor of Marketing, Emory University, Atlanta)Publisher: Cambridge University Press Imprint: Cambridge University Press Dimensions: Width: 15.30cm , Height: 1.00cm , Length: 23.00cm Weight: 0.300kg ISBN: 9781108708029ISBN 10: 1108708021 Pages: 204 Publication Date: 13 June 2019 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsPart I. Foundations: 1. The beginnings of social media intelligence; 2. From politics to new products to sports, everyone has an opinion; Part II. Online Opinion or Online Noise: 3. Why do we share our opinions?; 4. The social effects of strangers; Part III. Conversational Trends: 5. Opinion ecosystems and the evolution within; 6. Is social media fragmenting the population?; Part IV. Social Media Intelligence: 7. Managing social media communities for better social media intelligence; 8. Cutting through the online chatter; 9. Intelligence integration; 10. Building social media intelligence into our strategies; 11. Moving from social media monitoring to social media intelligence.Reviews'This is the first book to combine meaningful analytical depth as well as practical forward-looking advice to the area of social media intelligence. Moe and Schweidel do a great job of blending their well-respected academic insights with cutting-edge business decisions in order to bring real clarity to a rapidly growing topic that desperately needs it.' Peter Fader, Frances and Pei-Yuan Chia Professor, The Wharton School, University of Pennsylvania 'Gathering data about social media has become so straightforward that we're all now flooded with information. The real challenge is in understanding that data and turning it into actionable intelligence. This is the book you need to turn the conversations you monitor into business-growing ideas.' Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking This is the first book to combine meaningful analytical depth as well as practical forward-looking advice to the area of social media intelligence. Moe and Schweidel do a great job of blending their well-respected academic insights with cutting-edge business decisions in order to bring real clarity to a rapidly growing topic that desperately needs it. Peter Fader, Frances and Pei-Yuan Chia Professor, The Wharton School, University of Pennsylvania Gathering data about social media has become so straightforward that we're all now flooded with information. The real challenge is in understanding that data and turning it into actionable intelligence. This is the book you need to turn the conversations you monitor into business-growing ideas. Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking Author InformationWendy W. Moe is an Associate Professor of Marketing and Director of the M.S. in Marketing Analytics at the Robert H. Smith School of Business, University of Maryland. She is a recognized expert in online marketing and social media and has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. She holds a Ph.D., M.A. and B.S. from the Wharton School at the University of Pennsylvania as well as an M.B.A. from Georgetown University, Washington DC. In addition to her academic work, Professor Moe has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of web analytics, social media intelligence and forecasting. David A. Schweidel is an Associate Professor of Marketing and Co-Director of Emory Marketing Analytics Center at Emory University's Goizueta Business School. He is a recognized expert in customer analytics and social media. He has been on Emory's faculty since 2012, prior to which he was on the faculty at the University of Wisconsin-Madison. He holds a Ph.D. and M.A. from the Wharton School at the University of Pennsylvania and a B.A. from the University of Pennsylvania. Professor Schweidel has spoken at numerous conferences and consulted for companies on the use of advanced analytics to guide customer relationship management. Tab Content 6Author Website:Countries AvailableAll regions |
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