A pair of prominent financial news agencies are teaming up with public relations and marketing firm Cognito to host a pair of soup-to-nuts events that will delve into what financial services professionals want and need to know about using social media in their practices.

Thomson Reuters and Finextra announced Tuesday the pair of "Social Media Days" events will be held in London and New York City on April 7 and May 18, respectively.

Organizers say the events will "highlight specific ways in which forward thinking financial organizations are increasing their use of social media tools for marketing, customer relationships and internal collaboration."

The culture phenomena that is Facebook -- more than 600 million registered users worldwide -- as well as the popularity of microblogging service Twitter, LinkedIn and dozens of other industry-specific social networks is fundamentally reshaping the way financial services firms interact with clients, share product and marketing information within their own organizations and attract new clients, reps and financial advisors.

The popularity of social networks, particularly among the soon-to-be wealthy and investment-curious Gen X and Gen Y crowds, and the ubiquitous use of smartphones and tablet PCs is forcing banks, IBDs, wirehouses, independent RIAs and financial advisors to embrace new technologies and marketing techniques while also navigating tricky FINRA- and SEC-mandated regulations on privacy and data storage.

Event organizers said committing to two full days of comprehensive sessions on either side of the Atlantic was something of a no-brainer following the success of a Finextra B2B social media webcast during the Sibos conference in October.

"The overwhelming attendance and interest generated from the social media event at Sibos confirmed that the financial sector clearly now has social media on its agenda," Cognito CEO Tom Coombes said in a statement.

The sessions at both the London and New York City event will explore regulation and compliance issues surrounding social media, the overall B2B environment and ROI measurement metrics, the ways and benefits of using social media for internal collaboration and a blue-sky session dedicated to predicting what social media in the financial services industry will look like and mean in 2016.

Speaker slots are still available at both events and interested firms and individuals are encouraged to register now.