Measure What Matters – Online Tools For Understanding Customers, Social Media, Engagement and Key Relationships

Foreword Larissa A. Grunig and James E. Grunig.
<p>Preface.</p>
<p>Part 1 Not Your Father′s Ruler.</p>
<p>Chapter 1 You Can Now Measure Everything, but You Won′t Survive Without the Metrics that Matter to Your Business.</p>
<p>Chapter 2 How to Get Started.</p>
<p>Chapter 3 Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to Improve.</p>
<p>Chapter 4 Yes, You Can Afford to Measure: Choosing the Right Measurement Tool for the Job.</p>
<p>Part 2 How to Measure What People Are Saying About You Online and Off.</p>
<p>Chapter 5 How to Measure Marketing, Public Relations and Advertising in a Social Media World.</p>
<p>Chapter 6 How to Use Numbers to Get Closer to Your Customers.</p>
<p>Chapter 7 Measuring the Impact of Events, Sponsorships, and Speaking Engagements.</p>
<p>Chapter 8 How to Measure Influencers and Thought Leadership.</p>
<p>Chapter 9 Measuring Relationships with Your Local Community.</p>
<p>Chapter 10 Measuring What Your Employees Think.</p>
<p>Chapter 11 Threats to Your Reputation: How to Measure Crises.</p>
<p>Chapter 12 Measuring Relationships with Salespeople, Channel Partners, and Franchisees.</p>
<p>Chapter 13 Measurement for Nonprofits.</p>
<p>Chapter 14 Measure What Matters in Higher Education: How to Get an A in Measurement.</p>
<p>Epilogue: Whither Measurement?</p>
<p>Appendix 1: The Grunig Relationship Survey.</p>
<p>Appendix 2: Measurement Resources.</p>
<p>Glossary.</p>
<p>References.</p>
<p>Index.</p>