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[Twitter] RPAs Social Media Cloud Ad agency RPA in Santa Monica, Calif., suddenly has quite the conversation starter in its lobby: a data-driven light sculpture called The Listening Cloud that visualizes social-media conversation about the agency's clients in real time. The cloud listens to the Internet and "storms" with different multicolored lightning, corresponding to the various social-media channels, whenever clients like Honda, La-Z-Boy or Farmers Insurance are mentioned. Red lightning is for Facebook likes; purple is for Instagram mentions; and blue is for Twitter. The cloud glows white during moments of social-media silence. "We wanted to build something that could show what's happening in the social-media 'cloud' in real-time, not as data or a visualization on a screen, but as a fun, sensory, physical thing," says Perrin Anderson, creative director at RPA. "We hope that others will share their ideas on the marriage of creativity and data by using the hashtag #ListeningCloud on their social accounts."
Brandwatch [HowTo] RPAs Social Media Cloud The Listening Cloud: RPA’s Beautiful New Social Media Monitor Cloud Sculpture Visualizes Social Media in Real-Time Santa Monica, Calif., Sept. 5, 2013 – The Listening Cloud (#ListeningCloud) is a fluffy data-driven light sculpture that visualizes social media conversation in real-time. “We wanted to build something that could show what’s happening in the social media ‘cloud’ in real-time, not as data or a visualization on a screen, but as a fun, sensory, physical thing,” said Perrin Anderson, Creative Director at RPA. Custom software pulls in real-time data from the Facebook, Twitter and Instagram public APIs, then sends commands through a wireless bridge to LEDs inside the cloud, visualizing the data through different light colors and behaviors. Though currently programmed to monitor RPA client brands, the cloud can really visualize any data stream. The team views the current cloud as a prototype and plans to explore these possibilities and evolve further iterations.