Social media is creating new challenges for organisations that need to measure the effectiveness of their marketing campaigns, monitor the impact of their brand, and hold on to or create positive reputations.  Keeping up with mainstream media and known issues is no longer enough; executives need to discover emerging opportunities and threats, and have the contextual analysis to enable swift adjustment of their communication strategies.

At our seminar sponsored by Factiva at Dow Jones, our two presenters gave further insight in to this increasingly important area of corporate activity by describing their own products and explaining the business drivers behind their development: