There’s no doubt about it; 2012 is going to be a year of great conversations with your customers, employees, investors and the media. You’ll create fantastic content and share it with the people who matter most to your company. You’ll provide them with the news and information they need to make informed decisions about buying your products and services, and you’ll build strong, long-lasting relationships with the people who can make your brand better and your business more successful. And you’ll do it all by being engaged.

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When we read about the importance of listening, monitoring and being active in social media, it is typically in reference to B2C companies. Social media is almost seen as “sexy” and a “must-have strategy” for B2C success, yet we tend to hear less about how important real-time listening and social media monitoring is for B2B companies. Typically, B2B marketers are not looking for the “sexy” solution; they want practical ways to measure their brand, their campaigns, and their place in the market, and they want to use that intelligence to make impactful business decisions. What’s more, many B2B companies don’t think that they have enough brand mentions to warrant monitoring online conversations. But B2B companies, like their B2C counterparts, can benefit tremendously from listening to conversations in the social sphere. 

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