Brands need to utilise their social channels to create and promote content that prospects want to consume and share.However, this is easier said than done. Recent research by Tomorrow People showed that 55 per cent of marketers don't feel their content is achieving maximum ROI. Meanwhile, only 31 per cent of marketers believe their social listening is fully effective.  This Tomorrow People whitepaper reveals the importance of social listening, and offers six ways marketers can utilise social tools to create content that converts with customers.