Interview with Dave Evan, Digital Voodoo and author of social media marketing, one hour a day

Here's a quick recap of the video.

1. Look at your listening results. Fine tune your marketing and PR to focus in on what people are interested in
2. Take the information to the operations side of the house – customer service, R&D – and change the things that are being discussed (make things better for example)

The opportunity is for PR people to lead the way that business is done. Marketing is focused on listening and paying attention to what kinds of experience people are having. Which brings us to the power of the market constituents to influence each other. Social Search.

When it comes to metrics, we have social analytics, web analytics and pipeline metrics – these three metrics can start to establish a causal relationship between marketing investment and customer behavior and return on investment.

Lastly, social research is emerging as an area to watch carefully. Its affordable, its immediate, and its more tactile.

Duncan Alney Facebook | Twitter | Naymz | Blip.fm | Social Media Marketing