Even last year, I used to perform a manual qualitative approach to "listening" to my consumers. Now there are other tools that perform this task automatically and so many are popping up like Radian6 and BuzzMetrics to name a few. So my question is "Is it really important for you to listen to your audience?" And if so, do you use these social media monitoring tools to listen.
Also, when is it not a good moment/industry to listen. Many pharmaceutical companies are hesistant on using such tools because if they detect an adverse effect, the company is responsible to reporting it to the FDA which may represent major product/brand repercussions