An interesting meeting today with Kevin North at Sentiment Metrics, which has developed an online tool for tracking social media conversations. Many organisations are eager to get into Twitter and Facebook, and yet few have an efficient way to learn what is being said about them online. Sentiment Metrics think they have the answer, with their system that tracks all the social media noise and helps you find the bits that interest you. Although ‘separating the wheat from the chaff’ takes careful analysis by someone who understands what an organisation cares about (e.g. their PR agency), the system offers potentially huge time-savings on monitoring and access to a far more complete picture of how a business is regarded. Companies like Regus, HSBC and Sony have already signed up – expect many more to follow.