In her normal weekly appearance on the "Afternoon Drive Home," Jaci Russo sat down with KPEL's Nathan Pike and Brandon Comeaux to talk about changing the conversation and about how effective brands monitor what's being said about them.

When you talk about changing the conversation, first you have to know what the conversation is. And we talk a lot in "Brand Buzz" every week about social media and using these tools to really dig deeper and hear your consumer in a way that they may not tell you face-to-face.

The first thing to do after figuring out what the conversation is, Russo said, is by identifying your message. "When you can stand out," Russo said, "that's when you can change the conversation."

It's finding a new way to reach your audience and then speaking with them in a way that will really connect emotionally.