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Social Media Analytics. Effective tools for building, interpreting 7 using metrics. Marshall Sponder.2012. ISBN 9780071768290.  This is not a trivial book. It cuts right through the hype and shows the marketing professional how to extract metrics to demonstrate the usefulness of social media. It is chock full of current tools and where they are useful and where not.  The book follows two cycles. The basics and the advanced.  The advanced is deep and well described. Like any other practice to do this well requires  hard thoughtful work. I defy the 20 something flash in the pan social experts to get their heads around this stuff.

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