1. Old-school measurement for ROI: What is really a “lead?” People want to apply same measures to social media. Traditional measures are being applied to social media marketing when so many other aspects of business simply don’t. Example: What’s the ROI of the receptionist, or even the accounting department for that matter?
2. We can measure how many people are exposed to our ideas, downloaded our YouTube video, etc. but these are very different measurements compared to traditional ROI measurements.
3. David states that ultimately, the ROI argument is used as an excuse based in fear. Many companies are simply afraid of social media.
4. David’s new book, World Wide Rave: How ideas spread and why people talk about you and your company. The first step in the formula for success is very counter-intuitive to marketers: Nobody cares about your products except you. To create something that has potential to spread, you can’t talk about these things. As soon as your product is brought into the equation, nobody cares.
5. Key take-away: Doing lots of activities in online marketing as opposed to one or just a few, should be the expectation when it comes to increasing your chances of success.

Notes: You can check out David’s blog at WebInkNow.com. I really enjoyed this interview, and am looking forward to reading his new book.

In this podcast, we discuss:

1. To follow or not to follow: Acceptable twitter manners – great people in person doesn’t always transfer to great people on Twitter.
2. Advantages of Facebook vs Twitter: Facebook throttles down notifications, meaning you won’t receive constant updates from a person on Facebook, even if they are posting 20 items an hour.
3. A day in the life of Jeremy Tanner: It starts with his iphone (of course)
4. Bridging the gap between online and offline communications: It’s about keeping two-way conversations. Also, don’t forget or be afraid to pick up the phone.

Be sure to check out Jeremy at http://www.jeremytanner.com, and follow him via twitter at http://twitter.com/penguin

- Between the ages of 18 and 44 (but mostly 18-34)
- Uses Apple's Safari or Mozilla Firefox to browse
- For audio, visits Macworld, Lycos Wired News, Slashdot, Niketown.com, Apple and iTunes, likely in the 18-24 age group
- For video, visits StarTrek.com, Live365.com, Fark.com, eMusic, and Niketown.com, more likely in the 25-34 age group

What the Nielsen/NetRatings study shows is that podcast listeners are the very lucrative 200+ Billion dollar 18-34 year old market segment. This segment is tech savvy, spend a great deal of time online and often have more $$ to spend.

For businesses or advertisers trying to target this lucrative 18-34 demographic, podcasting has become an important component to the marketing mix. Podcasting adds a voice to your message, boosts your credibility and adds a personal touch to your business. Some key elements of effective podcasts are:

- Provide unique content.
- Try to get people excited by the way you tell things.
- Talk about things that matter.

Probably the biggest reason for the growing popularity of podcasting is that it offers On Demand Listening. Podcasting allows listeners to time-shift and place-shift media consumption to listen at the most convenient time (using itunes to automatically receive updates, for example).