10. Developing Your Social Media Listening Program
Up to this point in the book, we have provided you with the basics of digital analytics, the available tools and how to pick them, and a high-level understanding of the current digital media landscape. The earlier chapters are meant to give you the proper foundation for the next step, which is putting those ideas and concepts into action.
Chapters 3, “Picking the Tools of the Trade,” and 4, “Tools: Social Listening,” specifically cover how to evaluate the listening tools and which tools are considered “best in class.” Those chapters also provide an overview of the market and where it is headed. There is not a one-size-fits-all tool available today, which means you need to do due diligence before ...
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