One of the biggest challenges brand-side marketers face in dealing with social media is incorporating the necessary time to monitor and respond to conversation online. Marketers are busy people. Most only spend about 10-20 percent of their time dealing with advertising or their agency partners. One of the biggest challenges for advertising and public relations agencies in relation to social media is getting brand-side trust to enable the agency to read and react to the social web without layers of approvals.

There’s at least one agency out there that seems to have developed a solution that helps mitigate both problems with an interesting tool and approach.