Social media monitoring tools provide a structured – and in most cases turnkey – solution for organizations to measure the impact of social media. But research suggests that social media monitoring tools are largely being adopted in a handful of core industries such as retail, manufacturing, consumer packaged goods, hospitality, and ecommerce. Generally we see adoption among organizations with 1) consumer-oriented products and services and 2) a large population of target users online. Because of this, social media monitoring technology adoption has largely established traction in upper midsize to enterprise organizations with social media teams that have dedicated roles and responsibilities for social media monitoring. This Deep Dive will explore emerging trends in social media adoption, specifically five common barriers to adoption of social media monitoring tools.