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Tools for listening

According to a study by a public relations firm, more than half of the Fortune 100 companies are paying full attention to what their audiences are saying on social sites. Among those companies are Comcast, Dell, Microsoft, General Motors, Honda, Toyota, Wells Fargo, UPS, Whole Foods and Starbucks.

There are several tools that companies can utilize to monitor and listen to consumers. As Nick Nicholls posted on his blog Your Web Best Practices, there are several tools for listening and monitoring the online chatter about a company’s brand. Plus, he divides the ones that are free from the paid ones. Among the free applications are: Google Alerts, Technorati, Jodange, Trendrr, etc. On the other hand, some of the paid applications are:  TruCast, Radian6, BuzzDing, etc.

As an example of a company that utilizes one of these tools Cirque du Soleil is using Radian6 to listen and monitor its audiences to create brand ambassadors. Radian6 helps companies listen to what people are saying about their brands online and engage in those conversations across social media. With this tool, Cirque du Soleil is using the information collected about their audiences through listening to create excitement for future shows. Cirque is also using Radian6 to track the buzz around promotions. Moreover, Cirque is using this tool to learn the role their brand ambassadors play in spreading the word and identify new fans.

We can conclude that there are several tools for listening to consumers and companies have to evaluate which one they should use depending on their goals and resources to create strategies and build communities.


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