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Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships Hardcover – Mar 15 2011

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Product Details

  • Hardcover: 272 pages
  • Publisher: Wiley (March 15 2011)
  • Language: English
  • ISBN-10: 0470920106
  • ISBN-13: 978-0470920107
  • Product Dimensions: 16 x 2.5 x 23.6 cm
  • Shipping Weight: 454 g
  • Average Customer Review: 2.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: #144,659 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Inside Flap

If the only numbers you really care about are revenue and profits,you'll never fully understand what makes them go up or down. Wantto know what people think of you? Want to know how those opinionswill affect your sales? You're only guessing unless you learn howto Measure What Matters.

Today, even the smallest business can track and measurerelationships with customers, with the media, and even withemployees and sales forces. Measure What Matters deliversthe know-how to find those tools and use them to increase yourrevenues.

The right data tells you whether you're getting your share ofink. It tells you how you stack up against your competition insearch ranking, sales, share of conversations, and share of wallet.Good data measures what your marketplace is saying,thinking, anddoing. It reveals which of your methods work and which onesdon't.

In Measure What Matters, you'll get step-by-step guidanceto:

  • Build a list of the top 100 influencers in yourmarketplace
  • Use data to get closer to your customers and determine whichoutlets matter to them most
  • Measure the impact of events, sponsorships, and speakingengagements
  • Measure your relationships with your local community, members,donors, employees, salespeople, and distributors
  • Reduce the impact of crises

Don't rely on hunches or your gut. Good data will save you timeand boost your credibility. You'll have the leverage you need toset priorities, allocate resources, and improve business practices.Now is the time to figure out why your sales rise andfall—and what you need to do to make them rise faster.

From the Back Cover

praise for measure what matters

"Katie Paine not only gets it and teaches it, she helpscompanies implement it and profit from it. This book is filled withimpressively sound judgment, tremendously powerful guidance, andpractical how-to advice."—Jim SterneChairman, Web AnalyticsAssociation, and author of Social Media Metrics

"Katie Paine understands social media and social PR in away thatfew others out there do. Over the years, she has consistentlycalled for rational and reasonable metrics for success in publicrelations, and she continues that call in our new age of socialcommunication. Measure What Matters will teach you justabout everything you need to know about managing onlinerelationships."—Eric T. Peterson author of Web AnalyticsDemystified

"Katie Paine has elevated measurement from merescience to highart and, in the process, given us a powerful newset of tools torefute the tired claim that customer relationships can't bequantified. Marketers should devour this book. It will help thempersuade skeptical executives of the need to adapt to the new worldof empowered customers."—Paul Gillinauthor of SocialMarketing to the Business Customer

Inside This Book (Learn More)
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Front Cover | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

2.7 out of 5 stars
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Most helpful customer reviews

Format: Hardcover Verified Purchase
I found this book to be interesting but quite repetitive. There were some good thoughts presented. It is neat to think about the way that social media can be used.
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Format: Hardcover Verified Purchase
This book is extremely dry. Most of the content is fairly obvious and there aren't a whole lot of areas that are very illuminating.

This books appears to be written for technology novices. Perhaps a neophyte might find it more helpful than I, however, I'd wager that even a beginner would admit that the few good parts of this book are very sparsely spread, diluted by a sea of filler-content.
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Format: Hardcover
I have been a fan of K D Paine for a while and this book doesn't disappoint. Lots of good practical advice, rooted in helping the organization reach its goals. I am using it as a textbook for a PR Measurement class - the students love the step-by-step approach. Well-annotated if you desire more theory.
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Most Helpful Customer Reviews on (beta) 13 reviews
12 of 12 people found the following review helpful
If you only read one book on social media measurement, make it this one! May 22 2011
By cksyme - Published on
Format: Hardcover Verified Purchase
We keep hearing that measurement is going to be the most important skill for social media practitioners this year. The ability to match a metric to an objective that will measure a specific outcome will start to separate the social media men from the boys, as they say. If you want to get a handle on that process, this book is for you. If you just want to measure hits, likes and retweets, you just might get a paradigm shift reading the book.

Katie D. Payne's Measure What Matters is the preeminent work in this area to date. I know I'm going out on a limb saying that, because there have been some good books written on measurement. But nothing as thorough and in-depth as this, in my view. I've read them all, believe me.

Even though this book includes some heavy lifting, it's worth the time it takes to read carefully and learn. Those of us without a business or marketing degree may have to slow down in some spots, but for the most part, this book goes at a pace that most marketing and communications practitioners should easily feel comfortable with. I love the fact that the book also offers specfic advice on measuring events, relationships with local communities, higher ed, crisis, internal employee relationships, sales and partner relationships, and the list goes on. It is thorough, and it will open your eyes to the fact that there are much more effective ways of measuring than HITS (How Idiots Track Success). Must read.
5 of 5 people found the following review helpful
MUST READ: Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships June 3 2011
By HTOsborne - Published on
Format: Hardcover Verified Purchase
Incorporates everything I like about K.D.Paine, and I like K.D.Paine. "Measure What Matters" cuts through the chaff and the fluff of social media banter and gives novices and experts alike the background, foreground and step-by-step navigation to understand and use social media. If you have time for only one book on social media, make it this one.
3 of 3 people found the following review helpful
An Essential Measurement Resource Jan. 21 2012
By Paul Gillin - Published on
Format: Hardcover
(This review is excerpted from my blog. Read the full review at [...])

The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can't be quantified stubbornly persists. Those who still harbor this misconception should do themselves a favor and pick up Measure What Matters, a guide to digital ROI that puts common sense ahead of the current fan/follower frenzy.

Like many former publicists, Paine has smoothly migrated her relationship-building skills into the social world, but unlike most of her peers she has chosen to specialize in numbers. That's a good thing for the rest of us because social media marketing, like PR, has always been challenged by the lack of reliable success metrics.

Paine believes that anything is measurable if you know where to look, and in this book she offers plenty of ideas. Measure What Matters isn't about social media as much as it is about the importance of relationships and the need to understand how they equate to success. This is an important point because many of the tools Paine recommends work well in any medium.

In fact, one of her favorite measurement tools - the Grunig Relationship Survey - was invented in the days before blogs and Twitter, but is every bit as useful today as it was a decade ago. Even conventional research tools like mail surveys and focus groups still have their place, Paine argues, despite the fact that many people consider them to be passé. The point isn't for organizations to argue about tools but to figure out the best ways to measure success. If that means counting mentions of a brand in newspaper headlines, so be it...

Paine's practical and time-tested advice is a welcome relief to a Klout-obsessed world that seems more taken with fans and followers than with business results. I highly recommend it.
1 of 1 people found the following review helpful
Timely & Thoughtful Contribution to the Field Dec 4 2011
By ALAN CHUMLEY - Published on
Format: Hardcover Verified Purchase
A fullsome review of this book in the inaugural issue of the Journal of Professional Communication:


Via blog, newsletters, countless speeches, articles, and white papers, Paine
has tirelessly and openly shared with practitioners war stories from decades of
the trench-level measurement fight on both the client and vendor sides. With
her new book, Measure What Matters: Online Tools for Understanding Customers,
Social Media, and Key Relationships, Paine's latest share is our industry's gain.
While it is essentially a "social mediafication" of her earlier 2007 book, Measuring Public Relationships: The Data-Driven Communicator's Guide to Success, it is a new and quite timely contribution to the field.
1 of 1 people found the following review helpful
FINALLY Nov. 23 2011
By Dekadent - Published on
Format: Hardcover
I am reading this book for class and all I can say is FINALLY... anytime Ive talked to anyone I always say but what does the data say? NUMBERS MATTER when you are talking about business.. you have to collect data. But what I love is she is speaking in a language that anybody can understand .. If you want to start measuring ROI, ROE, or whatever it is ... must read