Internet Marketing Digital_marketing_for_dummies | Page 214

FIGURE 9-3: The five keywords that apply to virtually any business.
Apple, Inc., one of the world’s largest technology companies, can serve as an example of a
company that possibly engages heavily in social listening. Apple likely listens for all its
brands, such as iOS and the Apple Watch (and many, many more of its creations). Alerts
for conversations about industry-related topics also apply — think mentions of
“smartphone camera” or “wearable tech.” The company also probably pays close attention
to what people say about its competitors, such as Android and Jeff Bezos, the CEO of
Amazon. Major blogs and individuals influence the public’s opinion about Apple, such as
Gigaom and John Gruber, a producer of a technology-focused blog called Daring
Fireball. Of course, Apple would want to be aware of conversations concerning its CEO
Tim Cook and Arthur Levinson, the Chairman of the Board. If all this seems like a lot to be
listening for, you’re right; it is. In an organization the size of Apple, an enterprise-level
social listening tool like Radian6 informs entire teams of people who are listening for
conversations about all these examples — and many, many more.