For brands that are willing to listen on social media, there’s a lot to discover about one’s target audience. Communicators often forget that social media is more than an engagement & content-sharing platform, but also a comprehensive research tool that gives brands a direct look into the thoughts of their target audience. So how can brands rethink the traditional use of social media and harness its true power for a holistic and effective communications strategy? Meltwater's Laila Mousa will be talking at EMENAComm on how brands can use social media listening to turbocharge their comms strategy. She talks to us on the podcast to share insights on her talk. Catch her at EMENAComm in Bahrain on the 12 February.