Don't Be Caught with Your Ears Closed
These tools, and others like them, help you at least stay aware of what people are saying online. While more-sophisticated listening platforms are availablepaid solutions like Radian6, Sysomos, and uberVU are a few worth seeing), paying attention to the social web doesn't have to cost money. But if you don't pay attention, the potential costs to your bottom line are daunting.
Jason Falls is the author (with Erik Deckers) of No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing. You can buy the book online at NoBullshitSocialMedia.com, or from Que Publishing, where it is available in both electronic and printed formats. Jason can be found on Twitter at @JasonFalls and on his industry blog at SocialMediaExplorer.com.