Further complicating things is that in addition to having to analyze the conversations from journalists and analysts—those who traditionally dominated and controlled the B2B conversations—you now have to consider a variety of other social media users who have strong influence, such as HR and other B2B decision makers, recruiters, consultants, speakers and solution providers.

By being aware of and monitoring all the online conversations—from both traditional outlets and emerging social channels—marketers can better target their news, grow their social footprint and online visibility, make better pitches and better business decisions and choose better and more timely topics for their white papers, webcasts and blog posts.

Social monitoring software has been developed to help monitor these conversations, measure a brand’s online sentiment and track keyword mentions by listening to the 140 characters in a tweet or to Facebook updates and, in some cases, blog posts. A deeper level of analysis affords numerous opportunities for marketing and PR professionals, from being able to spot trending topics, the people who are most influencing these topics, the most popular or shared content on these topics and getting insights into the topics most discussed by individual influencers or groups of influencers relevant to your product category.

Social Listening and Engagement software allows you also to analyze the broader and deeper conversations taking place online beyond just social networks, the context of these discussions, the types of people participating in these conversations and their level of engagement for a specific topic.

How does one use Social Listening and Engagement software and the information it
provides to deliver measurable improvements to their marketing and public relations?

That is the focus of this paper.

This paper will show you some of the things you can do with Social Listening and
Engagement software, give instruction on how to use it and provide real-world success stories on how this scientific approach to PR and marketing can generate quick results.

Download our new white paper today!

Call them “influencers” or “social voices” . . . whatever the buzzword, you need to reach the right people. But how? This definitive article charts the online evolution of media relations and offers tips for navigating the brave new world of social influence.

You’ll learn about:
• The changing media and influencer landscape
• The need to join online conversations
• Brand visibility and content marketing
• How media analytics tools cut through the noise
• 10 steps for media relations in a social world
• The core principle: tell compelling stories

Download our new white paper today! No registration required.

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This report also includes recommendations for human resource businesses based upon what we have learned about the needs and information usage characteristics of HR buyers. The data in this report is based on responses from human resource decision makers, hereafter referred to collectively as “HR buyers,” collected during January and February of 2011.

A few highlights from this report include:

• The Marketing Process a quick review for us all
• The Buying Process AIDA, funnels, and the Rule of Seven
• B2B vs B2C most marketing books cover B2C, differences are important
• And more…

A few highlights from this report include:

• Most HR Vendors expect to maintain or increase their marketing budgets in 2011.
• Last year, 82% of respondents did not measure Social Media ROI. This year, 69% of respondents will measure Social Media ROI.
• 95% of HR vendors increased their participation in Social Media during 2010