Are you actively listening to your audience? How are you measuring your marketing impact on them? Have you got your crisis tripwires set up? What about your reports to management?

Social media monitoring and measurement tools abound, but using them properly to stay on top of conversation, trends and crises isn’t easy. Extracting actionable marketing intelligence and audience insights from them can be even harder. This presentation will walk you through a variety of monitoring and measurement platforms, from the free (Facebook Insights and Twitter Analytics) to freemium (HootSuite) to low-cost (SproutSocial and EdgeRank Checker) to enterprise (Radian6 and Sysomos Heartbeat) to up-and-comers (Kaypok). You’ll gain an understanding of the capabilities and limitations of each, best practices, and how to use them to gain audiences insights and marketing intelligence.