I believe with comment scanning most any company can source their user feedback right after its release. For example if a company like nabisco wishes to test the waters with a tentative release of a new type of cookie (chips ahoy) they can do so under the guise of a limited time flavor or type and let Facebook or twitter do most of the legwork. They would no longer have to pay focus groups to interview and interact with specific demographics.
An example of a company that has some great Facebook scanning capabilities is Wolfram Alpha. This website is what most other companies use when someone types a more complex equation into the search bar. Siri, for example, uses wolfram alpha to generate correct answers for those tougher math problems you may throw at her. What people don't realize too, is that you can let wolfram alpha do a scan of your Facebook profile to have it return all types of visual and categorical results.
With this type of information Nabisco could scan for only the demographic age they wish- and return only the comments relating specifically to their new limited run product. If the outlook comes back positive it becomes a permanent addition to the sweets aisle, if not it's back to the drawing board for chips ahoy.
A company that has already wrapped this all together for other marketing firms to use would be radian6's 'sales force marketing cloud'. They allow a company to concisely monitor and react to public sentiment to advance their image and present a consistent online presence should any issues arise.
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