Social media monitoring is perhaps one of the most widely known and used social technologies among businesses large and small. Whether using free tools like Google Alerts and SocialMention.com or paid solutions like uberVu, Radian6, Sysomos or others, it seems listening as the most important function of a business’s efforts in social media has been successfully ground into our collective conscience. At least to those of us determined to implement good social media marketing strategies.

But social media monitoring is often thought of and implemented as a reactionary practice. Find the keyword mentions, then respond. Done. Smart companies know, however, that using social media monitoring as a proactive, business driver, can make the difference between being successful with your social media efforts and not.