What about the tools that aren't so mainstream? I've recently come across a cool one.
Tagboard.com is one of my most favorite new tools right now. If you like using hashtags, this one's for you. The site allows you to search any hashtag into a search bar to see what people are saying about that specific hashtag. The 2.0 part? Tagboard tracks that hashtag across major social media platforms (Twitter, Instagram, etc.).
The site works like a giant trend search. This tool is useful for businesses as they can see what people are saying about their brand, what images they're posting, and what platforms they're posting on. And of course, a business can adjust their PR efforts depending on what people are saying about them. Try it out, it's fun!
Here's an example of what you'll find if you search MLB's Mariners team on tagboard.com:
(image taken from prdaily.com)