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I am definitely keeping my eyes and ears open for my company (a hotel in Dallas) in the digital sphere, though my problem is quite the opposite in that there aren't many people talking about us right now. However, my TweetDeck keyword searches keep me atuned to any mentions in case a situation were to arise where a customer service issue needed to be addressed, especially since people quite often have feedback after a hotel stay. Listening, no matter what time of the day or week, is important for any brand.
I represent a semiconductor company and people are talking about us a little bit (some topics more than others, of course), but we're also monitoring Twitter in case issues arise. I use SocialOomph keyword alerts to monitor and it initially suprised me how often we're mentioned!
Great post topic, and totally agree with you - whether you continue using the company or not, you can still speak highly of them when the relationship ends.
@Melissa - It sounds like you are also being proactive. Thanks for the the lead on SocialOomph, I'm not sure I've tried that tool yet.
@Jason - Actually, thank you for newsletter and for posting your Customer Twervice report last week. It was perfect timing for my little episode. I hope to see more conversations on this subject. Thank you for stopping by the blog.