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The Resource Listen first! : turning social media conversations into business advantage, Stephen D. Rappaport

Listen first! : turning social media conversations into business advantage, Stephen D. Rappaport

Label
Listen first! : turning social media conversations into business advantage
Title
Listen first!
Title remainder
turning social media conversations into business advantage
Statement of responsibility
Stephen D. Rappaport
Creator
Subject
Language
eng
Summary
"Listen First! responds to four questions often heard: what is listening to social media, how is it used, how is it done, and where is it headed? Currently there isn't an authoritative source that organizes and synthesizes what is known about social media listening and presents it in a way that was useful for making marketing and branding decisions. This book is the response to fill that void. The author explains the state of the art in social media listening, selecting cases based on solid research that stand up to careful scrutiny and whose methods supported doing excellent listening work. This book will start the conversation on online listening in all companies who want to run more efficiently"--
Assigning source
Provided by publisher
Cataloging source
DLC
Illustrations
illustrations
Index
index present
LC call number
HF5415.1265
LC item number
.R37 2011
Literary form
non fiction
Nature of contents
bibliography
Listen first! : turning social media conversations into business advantage, Stephen D. Rappaport
Label
Listen first! : turning social media conversations into business advantage, Stephen D. Rappaport
Publication
Related Contributor
Related Location
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Bibliography note
Includes bibliographical references and index
Contents
Foreword. -- Part 1. Steps to Effective Listening -- Chapter 1: Organize for Listening and Define Objectives, Key Measures, and Conversations. -- Chapter 2: Evaluate and Select Listening Solutions. -- Chapter 3: Field, Analyze and Report and Evaluate Listening Research -- Part 2: Listening-led Marketing and Advertising: Applying Listening Insights to Achieve Key Objectives. -- Chapter 4: Understand the Consumer's Mindset. -- Chapter 5: Discover New Customers. -- Chapter 6: Drive New Product Development and Innovation. -- Chapter 7: Create Messages That Resonate. -- Chapter 8: Improve Products and Services. -- Chapter 9: Increase Sales. -- Chapter 10: Sense Change to Compete in the Present. -- Chapter 11: Rebrand and Reposition Products and Services. -- Chapter 12: Manage Reputation. -- Chapter 13: Compete Strategically. -- Chapter 14: Provide Customer Care and Increase Customer Satisfaction. -- Part 3: Listening-led marketing and media innovations. -- Chapter 15: Social TV Measurement. -- Chapter 16: Listening-based Targeting. -- Chapter 17: Achieve Share of Market Goals. -- Chapter 18: Listening-based Sales Prediction. -- Part 4: Listening's New Frontiers. -- Chapter 19: Listen to New Signals. -- Chapter 20: Focus on Culture. -- Chapter 21: Change the Research Paradigm. -- Chapter 22: Rethink Marketing, Media, and Advertising. -- Chapter 23: Become a Listening Organization. -- Appendix Vendor Profiles. -- References. -- Glossary. -- Index
http://library.link/vocab/cover_art
https://contentcafe2.btol.com/ContentCafe/Jacket.aspx?Return=1&Type=S&Value=9780470935514&userID=ebsco-test&password=ebsco-test
Dimensions
24 cm.
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b3037919'}
Extent
xiii, 302 p.
Isbn
9780470935514
Isbn Type
(acid-free paper)
Lccn
2011005755
Other physical details
ill.
System control number
(OCoLC)668195892

Library Locations

    • Folsom LibraryBorrow it
      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
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