For all of those companies large and small that now embrace the use of social media apps to extend their brand image and brand message, you're no doubt employing dedicated marketing teams composed of 20-somethings to tweet away (and respond to twits that are bad-tweeting you), as well as manage facebook/your-company-name pages, and other social media messaging.
For those of you that are encouraging your employees to use these same tools via their personal facebook pages, or their personal tweets, well, the genie is out of the bottle. You've now abrogated control of the message and the mood, and you're hoping that your employees are savvy enough to insert the appropriate messages on behalf of your company (without having been subjected to a training program specific to "how to position us via social media platforms).
Lets not forget about employees that might be using social media apps to vent their frustrations, or perhaps leak certain bits of corporate intelligence that's not intended for distribution outside the company's four walls.
There are a growing number of third-party applications that can deliver social media messages via a single dashboard, and can therefore log who is saying what from inside your company. More common: applications (very inexpensive) that sniff across the internet and locate any/all messages that pertain to your brand. "Engage121" is one good example...
Obviously, consumer brands should view these monitoring apps as a must have. For financial service companies, or any other enterprise that's regulated by government entities, the ability to keep your finger on the pulse of who is chattering (or tweeting) about your brand, what they're saying, and why they're saying it is integral to maintaining your competitive edge.
In the old days, they called it Business Intelligence. In today's world, its simply Smart Business.
Nextpoint's "Cloud Preservation" app and "SocialLogix" are just two software companies that purportedly provide these types of tools.
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