Introduction 1

Part I: Metrics? What the Heck Is That? 7

Chapter 1: Social Metrics Aren't Scary; They Just Measure Value 9

Chapter 2: Sorting It All Out 19

Chapter 3: A Tour of a Few Free or Freemium Analytics Solutions 35

Chapter 4: Measuring Everything 51

Part II: Navigating the Measurement Jungle 63

Chapter 5: The Six Stages of Metrics Grief: Turning Chaotic Information into a Business Advantage 65

Chapter 6: Maximizing Listening 75

Chapter 7: Creating Content for Conversion 89

Part III: Putting Your Metrics on Steroids 99

Chapter 8: Becoming a Metrics Guru 101

Chapter 9: Taking Metrics Off the Reservation 113

Chapter 10: Making Your Investment Accountable and COUNTable 125

Part IV: Keeping Your Finger on the Pulse of Living, Breathing Metrics 139

Chapter 11: Avoiding Metrics Bankruptcy: Simple Steps to Avoid Common Metrics Mistakes 141

Chapter 12: Making Metrics Work for Your Brand 153

Chapter 13: Using Branded Metrics for Business Success 165

Part V: Taking the Deep Dive into Advanced Metrics 175

Chapter 14: Mastering Metrics Moves 177

Chapter 15: Making Your Calls-to-Action Work for You 189

Chapter 16: Setting Goals for Winning the Metrics Game 203

Part VI: Predicting Future Metrics 219

Chapter 17: Measuring Mobile App Metrics 221

Chapter 18: Exploring Cutting-Edge Metrics Ideas 231

Chapter 19: Seeing into the Metrics Future 241

Part VII: The Part of Tens 247

Chapter 20: Ten Cool Ways to Use Metrics 249

Chapter 21: Ten Useful Metrics Services 265

Chapter 22: Ten Metrics Tools 275

Index 289