Back in my day, we
called that 'eavesdropping.'

Monitoring firm Radian6 has been tapped by IPG to keep track of social media buzz, reports Adweek.

The Radian6 dashboard allows Interpublic agencies to monitor social media "conversations" about their clients.

Radian6's tools also allow for the creation of reports that track influencers in that conversation in real-time.

The tracking functionality is one component of IPG's emerging conversational marketing strategy, which also includes a partnership with WOM firm BzzAgent.

Radian6's services are likely to prove especially useful for IPG's public relations arms. Weber Shandwick, one such firm, has been using the tracking tools for a few months to monitor conversations around dozens of clients.