Research indicates nearly half of all U.S. adults use some sort of social media, and if your company isn't working to tap into the "treasure trove of information," you're going to be left behind, according to BtoB. "Social media monitoring gives direct marketers an opportunity to keep their fingers on the pulse of how consumers are responding -- to what extent current campaigns are successful, how they need to refine campaigns over time and, ultimately, the business outcomes," one researcher says.

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