I assume that quite often those are marketing & PR people who use special tools to track every mention of a product / company name. Many companies (especially n

I assume that quite often those are marketing & PR people who use special tools to track every mention of a product / company name. Many companies (especially niche ones) buy those services that basically track the whole internet - so their representatives can comment on issues. Bigger companies seem not to care that much, apart from maybe twitter? And those few thousand upvote posts on reddit.