Every day, every second you need to adapt your business strategy to the real-time Web. The problem is no matter what app you use, you are bound by a pre-defined workflow.
Example: I want to see who is talking about “MacBook Pro”. Step 1 (create new project) -> Step 2 (add keyword “MacBook Pro” to track) -> Step 3 (run report) -> Step 4 (share with team).
Problem #1: There is no “workflow” for the real-time Web.
Example: Apple just came out with a “new MacBook Pro” with “Retina Display”. I need to track and compare both of these other topics. Ug. Now I need to create a whole new project from scratch.
Problem #2: Sometimes we come up with new ideas–or simply change our mind.
Example: Actually, now I want to see what people are saying and how the top keywords compare. No, wait. I want to see how they are trending instead. BTW–I am following the live stream from today’s WWDC. Oh! Man, I really want to track the new “iOS 6” and “iCloud” that was just announced as well…