Monitoring & Analyzing Social Media

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

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 with Dave Evans, author of Social Media Marketing, part 1

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

In the first interview, Dave shares the challenges of integrating social media into an organization:

• Someone in the organization to champion social media
• Organizational dynamics
• Challenge is space is moving so fast

He also talked about a map -how the purchase funnel related to the social web

• social media connects us in many ways
• connecting the customers to various departments internally

Dave talks about how to integrate the info from the social web into the business needs. He uses the analogy of walking into a party & starting with a listening strategy.

Dave explains how you can use his book in ‘hour a day’ aspect to create their plan.There are templates available in the book & also online at ReadThis.com

This is the first in a two part series. The second part is on measurement & monitoring.

Listen to the interview here.

Part 1 Download mp3