Chapter Fourteen: Measurement and Metrics

Books/Articles

Social Marketing Analytics: A New Framework for Measuring Results in Social Media

Social Media Metrics: How to Measure and Optimize your Marketing Investment

Behold the Extreme Consumers…and Learn to Embrace Them

People

Jeremiah Owyang

Sanjay Dholakia

Brent Lowe-Bernie

Edward Terpening

Frederick Reichheld

Video

Motrin commercial

Motrin – Twitter response

Campaigns

MyStarbucksIdeas

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Backslash Meta, LLC
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What’s a Wikibrand?

wikibrand(s): noun

A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value

Derived from Hawaiian word wiki meaning quick subsequently meaning tribal knowledge and a collaborative website and Middle English word torch meaning a distinctive name identifying a product or a manufacturer
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