Tools continue to emerge for social media monitoring and analysis. These offerings promise to lend a new dimension to how organisations monitor and measure the effectiveness of social media campaigns.

Solution providers believe that capitalising on actionable data from the social web today can be related with the opportunity which was there 10 years ago at the start of web analytics and digital marketing. New developments in this space are significant since consumer voices on Web 2.0 platforms can exert huge influence in shaping the opinions of other consumers.

In the travel industry, companies acknowledge that it is essential that brands are aware of and monitor conversations that are happening about them in real-time so they can understand how their customers feel and can also protect their reputation where necessary.

A lot also depends upon how companies approach their social media initiatives and what they expect out of it. For Carnival Cruises, monitoring is a daily activity.