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Valeria,

If you're interested in the range of options in social media monitoring and analysis, I've been tracking the market for a couple of years. I publish a buyers guide (63 companies in the 2nd edition), and for those who really want to follow the space, I post a weekly news digest on my blog.

http://www.socialtarget.com/research/
http://net-savvy.com/executive/

When I started, every mention of this space included the same seven companies. Today, my vendor database includes over 130 companies worldwide.

I'd be happy to talk with you for your analysis post, if you'd like.

Nathan Gilliatt
Principal
Social Target

Valeria,

I think you are exactly right when you say that the first step is monitoring, which must be followed by engagement. My company, Sports Media Challenge is prominent in media monitoring and media training for the sports and entertainment industries. Our proprietary search engine, Buzz Manager, hones in on sport/entertainment specific websites (new media before mainstream media). We always tell our clients that the media analysis is important information on its own, but it becomes vital when developed into action and engagement.

Jake Rosen
Director of New Media
Sports Media Challenge

Thanks, Valeria. There are some terrific folks in the space.

At Crimson Hexagon, we'd add that some of the monitoring challenge is around finding the relevance. As user generated content continues to grow in the many branded and independent networks of consumers, companies will need to increase their capabilities to sift through the mentions to find the opinions that matter.

Per your FastCompany post, "your most upset customers could be your number one source of innovative ideas". It's important to be able to track not only those one-off individual opinions, but the trends in negative or positive opinion that will lead you to refine your strategic efforts.

Thanks,
Perry

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