The digital era has heralded an irreversible shift away from traditional campaigns to real-time marketing; an approach powered by social media, which is rapidly evolving into a sophisticated set of capabilities around real-time social listening. This isn’t just about listening to what customers are saying on social platforms, it’s about engaging with them as these conversations happen: responding, delivering content and making offers to them. This whitepaper by Tomorrow People explains why social listening is the key to successful content and outlines how to implement it in just six steps.