IndexSynopsisSocial Media MarketingIntroductionWhy Social Media Marketing?Integrating Social Media with Traditional MediaImpact of Social Media in the B2B SpaceIntroduction to Social Media AnalyticsQuantitative MetricsQualitative MetricsSocial Media ROI'Influence' and ' Key Influencers' Social Quantitative Media Analysis Methods Qualitative Media Analysis Methods Social Media Methods statistics in social mediaSocial media and APIsSocial media, big data and unstructured dataSocial media and mobile data location-based analyticsSocial media, content and text analyticsText analytics and text summarization techniques in social mediaSocial media, the Arab Spring and Activism on the InternetSocial Media Analytics FrameworkRoadmap and Tips for Social Media Marketing Analytics Capacity for New ParticipantsChallenges in Social Media Marketing and AnalyticsThe Future of Marketing and of Social Media AnalyticsSocial Media: Expert Perspectives and InsightsSocial Media Analytics in Action: Case 1 - 1920 The Return of Evil: IIMB -Harvard Case StudyCase 2 – ConclusionsAppendix 1: List of Social Media Analytics ToolsAcknowledgmentsReferencesWhy the social media marketing?The main goal of any marketing program is to increase awareness of the company's offerings, which ultimately drives sales. Social Media Marketing aims to spread awareness of the company, brands, product offerings and even brand personality. It humanizes a brand and helps build relationships. A consumer or prospective customer can connect to a brand on a personal level, share their thoughts and opinions about the company, and give real information......middle of paper......dia marketing) / Cost of social media media marketingHowever, the challenge of attributing sales/conversions and quantifying “profit” remains in a Business-to-Consumer (B2C) or Business-to-Business (B2B) context. ROI on social media is debated by numerous researchers as difficult and challenging to measure (Hoffman & Fodor, 2010; Kumar & Mirchandani, 2012; Powell, Groves & Dimon, 2011; Weinberg & Pehlivan, 2011). There are many studies on the use and effects of social media marketing in a B2C context. However, the use of social media marketing in the B2B environment has not yet been thoroughly studied. Favier (2012) developed and presented a model for determining the ROI of a particular social media channel. Favier suggests that Twitter's return on investment depends on four different variables; time, trust, feeling and income, e.g.