Monitoring & Analyzing Social Media

With over 1.5 billion conversations stored, can you afford not to listen?

Apr 18, 2009

Interview with Dave Evans. Part 2, ROI of Social Media Monitoring

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Dave Evans joined me to discuss his book, Social Media Marketing: An Hour a Day

The first part of the interview covers his book in a more general sense.

In this second interview Dave shares his insights on:

  • measurement & metrics for the social web
  • calculating the ROI
  • social media monitoring
  • engaging with influencers
  • connecting the sales funnel to commerce pipeline
  • importance of benchmarking
  • reasons to monitor conversations online

Dave shares his marketing experience with NASA to provide examples of the above.

We also talked about the philosophical question of whether an agency should own the use of the social media monitoring tool or if the company should be directly engaged (with guidance from a specialized consultant). Dave talks about control versus empowering the brand. It was quite an interesting discussion. I’m curious to hear what you think?

More info on Dave’s book can be found online at ReadThis.com

Listen to the interview here  MP3

Interview
Interview with Dave Evans, author of Social Media Marketing, part 1 | Techrigy on April 18th, 2009

  1. [...] is the first in a two part series. The second part is on measurement & [...]

Fresh From Twitter | Brandvisory on April 19th, 2009

  1. [...] RT @cbensen: interview w/ Dave Evans on the ROI of Social Media Monitoring http://tinyurl.com/c9uls9 [...]

Mike McDermott on April 21st, 2009

  1. Thank you for posting this audio rebroadcast. Connie is a great interviewer and even though I got lost in a bit of Dave’s “astronaut talk” he right-on about internal product-speak and the sentiments expressed by the consumer.

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