Imagine everything that you said at a cocktail party could be parsed, analyzed and categorized as a 'positive,' neutral' or 'negative' comment? How accurate do you think the categorization would be? Consider that entire multi-billion dollar enterprises are relying on what is essentially a similar process to guide, focus and determine the ROI of their online efforts. However, what if the categorization is wrong? What happens if nearly everything is scored 'neutral'? There are manual fixes, but that can be less effective than employing people to hand-score all online data related to your brand. The reality is that Social Media Monitoring is an emerging area of tracking and - if used with standard Web tracking that's been around longer and many consider more reliable - the combined findings are more impactful, reliable and actionable. We'll look at use cases inside some of the largest technology companies to see what they did to use complimentary tools to get the information they needed for measurable success. Presented at Social Media Monitoring Conference at The Box SF (1069 Howard Street) San Francisco on October 21, 2010 and training bootcamp on October 22, 2010 at 111 Minna in San Francisco.