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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
This open access book is the proceedings of the International Federation for IT and Travel & Tourism (IFITT)’s 28th Annual International eTourism Conference, which assembles the latest research presented at the ENTER21@yourplace virtual conference January 19–22, 2021. This book advances the current knowledge base of information and communication technologies and tourism in the areas of social media and sharing economy, technology including AI-driven technologies, research related to destination management and innovations, COVID-19 repercussions, and others. Readers will find a wealth of state-of-the-art insights, ideas, and case studies on how information and communication technologies can be applied in travel and tourism as we encounter new opportunities and challenges in an unpredictable world.
In this invaluable resource, discover how to conduct smarter marketing strategies using analytics and dashboards to get the most out of your data. Did you know that your business already has the world’s greatest information-tracking team working tirelessly for you 24/7 to gather all the info you could possibly need to find your next customers? Between brand tracking, CRM programs, and online behavior tracking, as well as the always-dependable trade shows and satisfaction studies, mounds of marketing metrics are being generated for you across various touchpoints and channels. Locked in the vast quantity of information are accurate, data-driven answers to every marketing question--and analytic dashboards are the key to finding it all. In It’s Not the Size of the Data--It’s How You Use It, marketing expert Koen Pauwels introduces you to these transformative web-based tools that gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. He then supplies a simple yet rigorous methodology that explains step by step how to: Gain crucial IT support Build a rock-solid database Select key leading performance indicators Design the optimal dashboard layout Use marketing analytics to improve decisions and reap rewards There is simply too much customer-produced information out there today for marketing teams to go with gut decisions or the same old standbys. Dashboard analytics will bring scientific precision and insight to the marketing efforts of any size organization, in any industry, and turn this eye-popping data into a specific plan of attack.
This handbook presents the state of the art of quantitative methods and models to understand and assess the science and technology system. Focusing on various aspects of the development and application of indicators derived from data on scholarly publications, patents and electronic communications, the individual chapters, written by leading experts, discuss theoretical and methodological issues, illustrate applications, highlight their policy context and relevance, and point to future research directions. A substantial portion of the book is dedicated to detailed descriptions and analyses of data sources, presenting both traditional and advanced approaches. It addresses the main bibliographic metrics and indexes, such as the journal impact factor and the h-index, as well as altmetric and webometric indicators and science mapping techniques on different levels of aggregation and in the context of their value for the assessment of research performance as well as their impact on research policy and society. It also presents and critically discusses various national research evaluation systems. Complementing the sections reflecting on the science system, the technology section includes multiple chapters that explain different aspects of patent statistics, patent classification and database search methods to retrieve patent-related information. In addition, it examines the relevance of trademarks and standards as additional technological indicators. The Springer Handbook of Science and Technology Indicators is an invaluable resource for practitioners, scientists and policy makers wanting a systematic and thorough analysis of the potential and limitations of the various approaches to assess research and research performance.
Bibliometrics and altmetrics are increasingly becoming the focus of interest in the context of research evaluation. The Handbook Bibliometrics provides a comprehensive introduction to quantifying scientific output in addition to a historical derivation, individual indicators, institutions, application perspectives and data bases. Furthermore, application scenarios, training and qualification on bibliometrics and their implications are considered.
MetricsMan presents opinions, insights, and best practices of public relations and social media research and measurement. It discusses the evolution of measurement, return on investment, the Barcelona Principles, social media measurement models, marketing mix modeling, the battle against advertising value equivalents, and establishing accountability of the public relations profession. Through this book, public relations professionals will be able to set clear measurement goals and objectives, identify right from wrong in the metrics they use, and understand how to apply valid measurement models and frameworks in their practices. This book also provides valuable information for public relations educators and students to learn about the best practices of research and measurement in the industry.
Traducción parcial de la Introducción: "En la actualidad, la evaluación de la investigaciones es una cuestión que se está replanteando en todo el mundo. En algunos casos, los trabajos de investigación están generando resultados muy buenos, en la mayoría de los casos los resultados son mediocres, y en algunos casos negativos. Por todo esto, la evaluación de los resultados de la investigación se convierte en una condición sine qua non. Cuando el número de investigadores eran menos, eran los propios colegas de profesión quienes evaluaban la investigación. Con el paso del tiempo, el número de investigadores aumentó, las áreas de investigación proliferaron, los resultados de la investigación se multiplicaron. La tendencia continuó y después de la Segunda Guerra Mundial, la investigación comenzó a crecer exponencialmente. Hoy en día, incluso en una estimación moderada hay alrededor de más de un millón de investigadores y producen más de dos millón de trabajos de investigación y otros documentos por año. En este contexto, la evaluación de la investigación es una cuestión de primera importancia. Para cualquier promoción, acreditación, premio y beca puede haber decenas o cientos de nominados. De entre éstos, seleccionar el mejor candidato es una cuestión difícil de determinar. Las evaluaciones inter pares en muchos casos están demostrando ser subjetivas. En 1963 se crea Science Citation Index (SCI) que cubre la literatura científica desde 1961. Unos años después, Eugene Garfield, fundador del SCI, preparó una lista de los 50 autores científicos más citados basándose en las citas que recibía el trabajo de un autor por parte de los trabajos de otros colegas de investigación. El documento titulado "¿Pueden predecirse los ganadores del Premio Nobel? 'Fue publicado en 1968 (Garfield y Malin, 1968). En el siguiente año es decir, 1969, dos científicos que figuran en la lista, por ejemplo, Derek HR Barton y Murray Gell-Mann recibieron el codiciado premio. Esto reivindicó la utilidad del análisis de citas. Cada año, varios científicos pertenecientes al campo de la Física, Química, Fisiología y Medicina reciben el Premio Nobel. De esta manera el análisis de citas se convirtió en una herramienta útil. Sin embargo, el análisis de citas siempre tuvo críticas y múltiples fallas. Incluso Garfield comentó - "El Uso del análisis de citas de los trabajos de evaluación es una tarea difícil. Existen muchas posibilidades de error '(Garfiled, 1983). Para la evaluación de la investigación, se necesitaban algunos otros indicadores. El análisis de citas, junto con la revisión por pares garantiza el mejor juicio en innumerables casos. Pero se necesita algo que sea más exacto. La llegada de la World Wide Web (WWW) brindó la oportunidad; pues un buen número de indicadores se están generando a partir de los datos disponibles en la WWW". (Trad. Julio Alonso Arévalo. Univ. Salamanca).
The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.
This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201
This book interrogates the existing theories of convergence culture and audience engagement within the media and communication disciplines by providing grounded examples of social media use as a social mobilization tool within the media industries. As digital influencers garner large audiences across platforms such as YouTube and Instagram, they sway opinions and tastes towards often-commercial interests. However, this everyday social media practice also presents an opportunity for socially and morally motivated intermediaries to impact on public issues. Cultural Intermediaries: Audience Participation in Media Organisations is intended to provide an explicit overview of how one notable media organization, the Australian Broadcasting Corporation (ABC), incorporates participation into its production methodology, while maintaining its role as a public service media organisation. The book provides several cases studies of successful audience participation across socially motivated projects. Finally, the book provides an updated framework to understand how cultural intermediation can facilitate authentic audience participation in media organisations.