The document discusses social media monitoring tools and how to effectively use them. It recommends taking a bottom-up approach to defining filters to better understand how a brand interacts with social media. It also stresses the importance of spending time planning how to categorize and quantify data using filters. Additionally, it discusses how automated sentiment analysis tools have improved and can now analyze language more naturally, but still have limitations and should be used to allow more time for analyzing important insights rather than reading everything.