Interview with Marshall Sponder, author of Social Media Analytics

Purpose The purpose of this article is to provide an interview with the former web analytics guru, Marshall Sponder. Design/methodology/approach The paper provides an interview with Marshall Sponder, author of Social Media Analytics . Findings This special issue concludes with an interview with web analytics guru, Marshall Sponder. For over a decade, Marshall has been at the forefront of this growing field, influencing and advising large companies on how to determine ROI from their web‐based activity. His book, Social Media Analytics , proffers strategies for getting the most out of social media, as well as predicting the direction this field is likely to take in future, something Sponder is perfectly placed to do. In this interview he discusses at length the importance of a tactical approach to social media, the tools needed for measuring ROI, and emerging trends in social media. Originality/value The interview provides an insightful look at the emerging trends in social media analytics from the leading analyst in the field.