Most people agree that literally everyone, from the individual to the multi-national corporation, should be paying attention to what is being said about them online. The use of listening tools like Trackur are a critical component of the online strategy of a business because it’s simply the prudent thing to do. If you decide not to listen to the online space you have no one to blame but yourself if and when something gets sideways concerning your reputation.
A recent report from eMarketer tells of some research conducted that suggests that listening should only be the first step in this strategy as consumers are looking for response to their online pleas although the level of expectation of any response at all varies greatly based on age. Look at these findings from a study conducted by Maritz Research and evolve24 regarding Twitter complaints and the expectations of those who lodge them.