Organisations today must have a ‘Listening’ capability – the ability to ‘hear’ these conversations on the social web and in turn be able to analyse the resultant data to understand the impact of those conversations on sales, service, marketing, product development, and to understand the behavior and impact of customers, influencers and other conversations on your actions. The social web and social media has a remarkable depth of information. It is possible to uncover detailed information on sentiment, demographics, locations, influencers, reach, amplification and more through the capturing and analysis of online conversations in social media. And besides general analysis of social media conversations, it is possible to monitor specific competitors in business. Indeed, it is possible to delve into a rich source of data to track movements in sentiment regarding specific topics, subjects or brand over time to understand whether your actions are influencing the conversations.