The conundrum of social media: where's the ROI? --
Targeting your customers: using data to find your customer --
Tracking international: multicultural social media --
Online social intelligence: extracting signal from noise --
Friends, fans, and followers: determining their worth --
Influence: finding it and measuring it --
Scorecarding: collecting and understanding social media data --
Advanced social analytics: implementation and monitoring scorecards --
Going beyond monitoring: content creation and content tracking --
Monitoring tools and technologies: the limits of what we can collect --
Convergence: mashing up data from disparate sources --
Where we're going: the future of social media analytics.

Practically overnight, social media has become a critical tool for every marketing objective from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there if you're applying the right systems and know how to use