Storing data and documents on "the cloud" is now a familiar concept, but Santa Monica-based RPA is using the fluffy object to make Twitter and Facebook data more tangible. The agency has created The Listening Cloud, an unusual social media visualizer that illustrates updates in real time. A group of creatives and techies conceived and executed the data-driven project and installed it in the agency lobby to tho show passersby --namely, clients--all the action happening around their brand names. The cloud responds wirelessly to tweets, hashtags, comments and likes from Facebook,Twitter and Instagram public APIs--with multi-colored lights indicating what sorts of activity is happening at any given moment. The current Listening Cloud remains a prototype and the team has created a how-to guide for others to make and code a nimbus of their own.