Your messaging, competitive analysis, community building, branding, product development, even through crowd sourcing, and countless other tactics you implement to run your business effectively all benefit from your monitoring and metrics, which serve as a source of ideas, an inspiration, and a guide. Can we make a judgment on whether a person or community feels a certain way about a product or service based on words chosen? Cymfony. Tweetdeck. I’ll quote the article there and then add a few thoughts at the end of the post. Why monitor or measure? Engagement.