5 measurement books you could, sure, take to the beach.
O.K., we don't really expect you to take these measurement books along next time you head to the beach. But just think how smart and dedicated you would look leaving the office with your towel, umbrella, and one of these books on social media measurement under your arm. Don't forget the sunscreen.
1. A great place to start your social media strategy is Stephen D. Rappaport’s, Listen First!: Turning Social Media Conversations into Business Advantage. It’s a detailed workbook of how to begin listening to your customers, how to manage a social media listening program, and how to use the research correctly. Read a review by Neil Glassman here.
2. Your next step up the measurement ladder is Katie Delahaye Paine’s Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships. (Yes, Katie Paine is the publisher of this newsletter.) It takes you from first steps all the way through how-to-measure procedures for each of your audiences and projects. If you’re a seasoned pro, it’s your all-purpose reference: As Lee Odden says, “This is a measurement bible for the social media and public relations savvy professionals of the world.”
3. Philip Sheldrake’s The Business of Influence: Reframing Marketing and PR for the Digital Age is definitely not for the newcomer to social media. It does start with a great overview of where we are, but then quickly gets into the nitty-gritty of defining and mapping the influencers that are important to your strategy. Says Katie Delahaye Paine: “The Business of Influence should be found, dog-eared and jam-packed with marks in the margins, on every successful CMO's desk.”
4. If you’re in the b2b space, Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships by Paul Gillin and Eric Schwartzman is an great read. It removes the “This doesn’t apply to me” excuse beautifully. Chris Brogan says,“Finally, the book I was too lazy to write. Gillin and Schwartzman have broken open the code to how to approach B2B marketing with social media.”
5. Finally, for anyone in marketing or media, or if you’re teaching it, you must read Timothy Wu’s The Master Switch: The Rise and Fall of Information Empires. Every new communications medium or technology begins with an idea, an entrepreneur, and an explosion of free exchange of this technology. But, sooner or later, it is taken over and monopolized by a single person or company—too frequently with the collusion of the US government. See our review here.
Katie Delahaye Paine is CEO of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement. Katie Paine is a dynamic and experienced speaker on public relations and social media measurement. Click here for the schedule of Katie’s upcoming speaking engagements.