‘It’s not that what people say to each other isn’t important in shaping our behaviour. Nor, indeed that recommendation (or advocacy or whatever you call it) in particular, is completely irrelevant. It’s just that the really important mechanism lies in what other people see, hear and feel going on around them: it’s in the eyes and ears of the advocate’s peers and not in the words of the advocate or recommendor. It’s at the “influenced” end of the telescope and not the “influencer”.’
You can download a report to know “How well is your brand listening”. This pdf document is perfect to start. After reading you will know the first level of interogation you need to understand the brand listening in social media environment.
For Blast Radius, the options are :
Crowd Sourcing
Observation
Contextual Interviewing
Online Listening Platform.
He’s true. you need to make a choise to start and these option are the best way to start.