As social media and online content sharing continue to grow in popularity, active listening is becoming an important tool in the B2B marketer’s toolkit. You are probably already monitoring social media for mentions of your brand, but you need to do more than simply defend your brand’s online reputation. You must also actively listen for your keywords to learn what your customers, prospects and competitors are talking about – and then use that information to continuously create and enhance your messaging. In its Active Listening: The Key to Relevance and PR Results white paper, PR Newswire states that active listening “measures the quality of the interaction between your brand and your audiences,