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