Companies, brands and their respective marketing and public relations managers are clamoring to know what people are saying about them on the web. I would offer that social media monitoring has been the single-largest technology-based industry boom in the last 10 years, though search engine optimization firms might win that title.

On a parallel path, Facebook has surged past everyone else to emerge as the go-to social network. Brands grabbed up profiles, then group pages, now brand pages. Some still have all three. (You probably ought to move to the brand page exclusively, by the way.) Naturally, then, marketing managers wanting to tap into the conversation online are ultra-interested in conversations on Facebook. Unfortunately, the aren’t seeing them.