An article by Chris Syme, owner of CKSyme Media Group, talks about how monitoring social media can help in preventing crisis. She also mentioned that the first step in crisis communication planning is learning to listen. She spoke about some key conversations that one should monitor while listening and also discussed about how to monitor those conversations.
To know about effective listening strategies in details follow http://socialmediatoday.com/chrissyme/2362621/how-monitor-social-media-prevent-crisis