As retailers continue to attempt integration of social media into cross-channel commerce strategies there is now a heightened awareness of the labor involved in ‘good’ social media monitoring practices.  In some retail and CPG organizations teams dedicated or shared that focus on social media are growing in size and importance.  These teams however struggle not only in terms of how to monitor social media but also in terms of how to operationalize this process and to make it part of their broader eCommerce business. 

Have a look at an early reveal of LookingGlass from Microsoft.  While in proof-of-concept stage today, going forward it signals an opportunity for retailers to make social media practices part of their day-to-day business processes.

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