We all know that social media data is driving us towards thinking about our business differently.  Whether it is engaging your consumer demographic in new ways: engaging with customers on a Facebook fan page or managing up to the minute attacks on your brand; handling a viral twitter crisis or simply peeking in on those talking about your brand; listening to people talk about what they like on forums or becoming a trusted resource in those communities; your world is now upside down.  To add insult to injury, all of this is starting to become necessary at the speed of social.  To put it bluntly, this means real time baby.  It isn’t enough to simply track your brand week by week now, it is becoming moment by moment.  And you can’t simply look at key attributes at only the highest level, you need to look at the attributes you know as well as ones that you may not even know exist.