What: Addictomatic is a search aggregator and monitoring device for social media sites including Twitter, FriendFeed, YouTube, and blogs.
"It gives a snapshot exactly of what is happening socially," explains Chris Vary, VP of social media at Weber Shandwick. "A 50,000-foot view regarding social media about a brand or product."
How: Users enter a search topic, brand, or product to see the most recent mentions and buzz about it all on one page. They can click through to the original Web site or just see the top-line view.
"I began tracking [clients'] results so I could alert them if they were getting social mentions, and we could really see the results of our efforts as well," says Karen Swim, president and CEO of marketing services company Words for Hire.
Vary uses Addictomatic in new business pitches to show how a prospective client's brand is being discussed online.
Why: Addictomatic is user-friendly, free, and pulls content from a variety of Web sites, explains Swim. The site can help PR pros stay on top of what consumers are saying, both good and bad, she adds.
"I use different search engines for different things," says Kristie Aylett, PR consultant for The KARD Group, "but by using Addictomatic, you can use one place to search it all."
Who: Aylett has used the site for her clients, including the American Association of Critical Care Nurses and American Board for Certification of Teacher Excellence.
WS also uses Addictomatic for some of its clients, including American Airlines and Qwest Communications.
Billy Sanez, corporate communications director for AA, says the airline tells its internal staff to use the site to stay on top of news.
"If you want to look at one page with all the social media outlets that may be covering a subject," he explains, "it is something that they can look at quickly."