Delving more deeply into the metrics tools that corporations are using for their social media efforts, I found Radian6 to be a very engaging platform, complete with customizable dashboard capabilities, accessible through web access, vor a completely virtual experience. I am including this video that WOWed me. Check the short clip out.
Then be sure to check out the blog (http://www.radian6.com/blog/), complete with podcasts from innovators and thought leaders in the industry, in the area of social media. I loved listening to Brad Dancer of the National Geographic Channel and his thoughts on not just engaging his audience with social media, but also using the platform in other ways, such as searching for consumer generated content.
It is an eye-opening look at the way consumers are going to continue tip the buying power scale by using the tools that democratize the system. I highly recommend you take a peek into a "Long Tail" company, existing because of the consumer pull for these technologies. Fascinating.